LAS VEGAS — Multiscreen consumers now outnumber single-screen consumers by three to one, with about 203 million multiscreen consumers in the United States, says Joe Apprendi, CEO of ad technology company Collective, during an interview with Beet.TV at CES.
Collective is working with marketers and agencies to help them reach audiences in a targeted fashion across screens, he adds. “We want to be able to recognize the consumer and deliver a sequenced, choreographed advertising experience,” he explains. That’s possible using “bridging technology” to identify audiences. Collective does that in a number of ways including by marrying its own audience insight with Rentrak’s set-top box data to help segment audiences across TVs and other devices via age, gender, search habits, and purchase behavior. SMG, for instance, is using Collective’s tools to enhance TV reach on digital venues in social media, display and online video, he says.