More consumers are watching video on connected devices like smart TVs and mobile phones, broadening the audience for over-the-top (OTT) content. These digital pipelines give advertisers more flexibility with the targeting of their campaigns.
“What we have seen over the last few years is that a number of people across the country have shifted to streaming,” Andrew Tint, head of programmatic partnerships at Dish Network’s Sling TV, said in this interview with Beet.TV. “That’s really powerful for marketers, because alongside the rise of different types of audiences came the rise of strong data.”
More than a third (37%) of households aren’t accessible through traditional linear TV, making streaming platforms more vital in connecting with audiences throughout the purchase funnel, he said.
“As long as adoption continues, we’re not longer viewed as an upper-funnel tactic, but are designed to be a targetable, conversion-based entity where you can expand reach and frequency across the big screen,” Tint said.
Plusses of Programmatic
Sell-side platforms (SSPs) like Magnite offer a way for marketers to buy ad inventory in multiple ways, including private marketplace (PMP) or programmatic guaranteed (PG) deals. They also can participate in automated auctions for media placements.
“Everything has gotten smarter,” Tint said. “People like Magnite continue to develop tools for us to leverage so that we can ensure that every ad we serve is filtered to be a) safe and b) be relevant for your audience.”
As more people return to commuting to their offices, Sling TV has seen the audience for mobile video grow. In addition, advertisers have multiple touchpoints to engage consumers.
“When someone is on the way to work, and they’re watching Sling on their phone, what they’re seeing is your ad,” Tint said. “What Magnite can do today, too, is take that viewer who’s seeing your ad – the only ad on the screen – and start to ensure they see it elsewhere.”
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