Connected TV

Weekly Digital Breakdown

YouTube Alters Ad Policy

As big tech continues to find itself under a microscope in terms of the privacy of user’s personal data, YouTube announced plans to discontinue ad targeting to videos geared toward younger audiences or those more likely to be viewed by children. While the company has created a separate, ad-free YouTube Kids app, children’s content can still be found on YouTube and receives billions of views. 

Currently, ad targeting on YouTube relies on the collection of user data and includes information such as demographics, interests, topics, or keywords to reach viewers. While this practice has been largely accepted for adults, Children’s Online Privacy Protection Act (COPPA) prevents the company from using data collection and targeting for minors. Critics of the recent policy change are concerned the additional layer of ad safety, while good intentioned, may be difficult to accurately regulate due to the categorization of videos and the subjectiveness of which content is “directed toward children,” making it difficult to know precisely which videos should exclude advertising. 

While it’s unknown if the recent decision is a direct result of YouTube’s potential breach of the COPPA policies and the involvement of the Federal Trade Commission, it’s likely part of the agreement or an act of goodwill. The only certainty from the situation is that it’s becoming increasingly difficult for ad serving platforms to adhere to strict guidelines being put in place as they constantly find themselves unable to keep up.

Voice Assistants Are Commanding Attention

If there was ever any doubt about the ability for voice-controlled technology to make an impact on the market, recent reports by eMarketer show just how impactful voice search technology is for users and brands with nowhere to go but up. Currently, over 111 million people in the US, 33.8% of the total population, are using voice assistant monthly at minimum and are projected to exceed 122 million people by 2021. In addition, voice commanded searches are projected to account for 30% of all website sessions within the next 18 months.  

Accessibility to voice technology is now incorporated in the daily lives of most with the adoption of smart phones and smart home devices, creating more familiarity with the capabilities and increased trust in accuracy. Reasons users state for accessing voice assistance ranges from getting directions, listening to music, or finding nearby dining which allow users to easily multi-task while getting information. When it comes to device preference for voice assistance, mobile continues to be the clear front runner over home devices based on time in the market.

In evaluating the breakdown of usage by assistant type, Google Assistant remains the clear winner with 93% accuracy based on recent reports when compared to Apple’s Siri and Amazon’s Alexa. When testing, the biggest discrepancy in scores occurred during commerce-related questions (such as those requesting online ordering), with Google Assistant correctly answering 92% of requests, Alexa 71% and Siri 68%. 

With the data showing a clear trend in the use of voice assistance, the big question for marketers is how to best address the change and what does this mean for digital marketing.  Voice searches are unlike those typed into a search bar with requests done in more natural language and reaching these audiences requires adjustments to PPC campaign structure. Advancements in technology also allows for the devices to take searches the additional step by actioning items such as completing an online order. Addressing these audiences requires additional optimization for increased voice search traffic and it’s uniqueness in order to maximize brand exposure. Marketers need to be focused on implementing design changes to meet the demand and gain valuable market share.

Los Angeles Has A Maisel Makeover

Marvelous Mrs Maisel fans in LA enjoyed a true 1950’s California experience last Thursday with Amazon’s coined #MaiselDay. The promotion of the upcoming season for the streaming hit included nearly 30 businesses in the Los Angeles area with throw-back pricing, reminiscent of times gone by. Patrons experienced everything from 51¢ movies, $2 manicures or hairstyling, a 75¢ shoe shine, and 85¢ reuben sandwiches, as seen in many of the comedy’s episodes featuring main characters Midge and Susie.

While Amazon encouraged the 1950’s pricing for participating partners, many went for a full Maisel makeover with period inspired decor, such as working payphones and jukeboxes while others showed the award-winning series on loop on lobby screens for customers to be fully immersed in the experience.   

The promotional campaign garnered so much attention with the record low 30¢ gas prices that local law enforcement had to unfurl the unexpected traffic. While most were understanding of the tie-up, it did cause a temporary shut down in pricing until police could get assistance with traffic direction. 

The overwhelming success of Amazon’s promotion had fans raving and those unfamiliar questioning what they were missing, which is just the publicity Amazon was seeking with Masiel Day. The added hashtag allowed fans not in the area to join in on the fun, further invoking curiosity and enthusiasm for the much anticipated season three release.

Weekly Digital Breakdown

Verizon Media Amps Up The Need For 5G

Rumblings about 5G mobile internet speed have been ramping up over the past month with Verizon Media at the forefront of the conversation.  During its Newsfronts presentation this week, the mobile provider emphasized the benefits of the faster speed combined with its first party user data to help improve technology.  Areas most benefited would be ad and media products as well as a series of programs they hope to release that revolve around the faster connectivity.

With an array of uses, Verizon plans to utilize the technology to fuel its endeavours such as its newly unveiled video series “Hypezilla” which will include augmented reality technology and “shoppable” content.  In addition, the increased speed will improve viewing for the Yahoo Fantasy Football mobile app (also owned by the company) that includes NFL streaming rights for live game coverage.

There’s no doubt the increased speed will raise the bar both for media capabilities and for user expectations.  However, there are still many unanswered questions about current devices being able to withstand the upgrade and how 5G will impact the overall market.

Walmart Announces Original Content with Shoppable Ads

Vudu, the streaming service owned by Walmart, is reportedly expanding its programming to become more competitive and amplify available advertising opportunities. With Walmart selling over 50% of all US televisions, growing their streaming service is a natural growth progression. Currently Vudu provides movie, video game, and TV series rentals.   However, Walmart plans to invest in original programming, which will include at least 6 family friendly shows that will be available for free on the app with the intention of attracting new users who will then make additional purchases.

Vudu plans to steer clear of subscription fees in favor of adding “shoppable” content for viewers to drive ad revenue.  Users will be able to purchase products seen in programs, likely similar to Amazon’s x-ray technology, where options will appear on the left hand side of the screen and will change based on what’s presented in each scene.  Viewers can then order items, such as household products, electronics, etc., directly through Walmart for home delivery or in-store pick-up. Advertisers will have the option to sponsor product placement to reach audiences and drive sales.  Walmart sees the approach of “shoppable” content as a lucrative way to avoid additional fees but the theory is still being tested and will be contingent on view reception.

Walmart is taking a gamble using the new programming to grow its users.  However, if it works, it will be a great way to use their own resources to continue to feed their various marketing funnels and drive business on all fronts.

User Behavior Dictates Social Media Shift to Mobile

It comes as no surprise that eMarketer confirmed the continued shift of social media users accessing their accounts strictly through mobile devices.  Reports indicate 51% of 2019 users will be mobile only with continued growth in the coming years. As smartphones capabilities grow, use of laptops/desktops in American are on the decline, with many homes strictly relying on mobile device(s).  As this trend continues, smartphone users will surpass desktop/laptop internet users for the first time and will expand the gap in the coming years.

What does this mean for marketers?  Social platforms will continue to invest in ad opportunities that are “mobilized.”  Facebook in particular has already started testing a more mobile-friendly swipe interface to meet the demand.  It is also continuing to leverage Stories in Instagram, which are primarily for mobile use based on the content dimensions as well as the recent addition of Checkout on Instagram for easier in-app purchasing.

The shift isn’t slowing and in response, marketers are investing ad dollars in mobile-first social media content.  It will be interesting to see how users continue to drive technological advances and advertising opportunities in the space.

Weekly Digital Breakdown

Streaming Video Exceeds Cable Subscriptions

For the first time, video streaming service subscriptions surpassed cable, jumping up 27% to 613 million subscribers last year. The shift is attributed to the consumers being drawn to services such as Netflix and Amazon Prime for the 24/7 accessibility across devices and original programming.   This trend further is likely to continue as more cable subscribers “cut the cord” and rely on digital video for programming.


McDonalds Uses AI to Drive Personalization

In an aggressive move to integrate a more tailored dining experience, McDonalds acquired the personalization company, Dynamic Yield.  This technology will be used to create a dynamic menu that will adjust to variables such as weather, time of day or trending menu items.  It will also aid in upselling, or suggesting additional items that compliment your selections. They will begin leveraging the technology for drive-thru customers and plan to expand to self-serve kiosks and the mobile app.  McDonalds plans to roll out the new technology in the US throughout 2019 to increase customer service and clearly distinguish the company from competitors.

Big News From Apple

On March 25th, Apple introduced its streaming service, Apple News+ to the public.  While some industry insiders remain skeptical about the announcement, publishers are hoping to use the service to expand their audience and drive digital subscriptions.  Apple News+ includes over 300 magazines and select newspapers for a monthly fee. Publishers view this as an opportunity to reach and engage a news centric audience, driving their own revenue through advertisements.  While the audience is shared across multiple publishers, this approach offers the chance to reach readers who may never interact with some publications and gain loyalty. Publishers are not expecting this to be a magic solution but an added layer to in their efforts to increase readership and expand audiences.

Facebook Amends Targeting to Fight Discrimination

Facebook is refining it’s targeting options as they pertain to employment, housing and credit advertisements as prompted by a recent settlement agreement with leading civil rights organizations.  Brands promoting these items can no longer target users based on demographic information such as ethnicity, age, gender, religious affiliation or family status. Based on the previous set-up, targeting could include or exclude these criteria or create look-a-like audiences to target similar users.  While Facebook continues to be under right scrutiny for it’s policies, this is just another step they are taking to earn user’s trust and continue focus on data privacy concerns.

Digital Marketing Trends for 2019

To kick off 2019, we’ve identified the top trends you can leverage to improve your marketing strategy, reach a growing audience and boost branding and sales. We cover the advancement of voice search, the increased adoption of streaming video and the implications of artificial intelligence on how chatbots can improve your business to name a few.

Watch the webinar for a full breakdown of the 2019 trends worth noting for your marketing strategy.

Driving Your Digital Presence with Video

We live in a world of convenience at every turn. Information and entertainment is available on demand. Thanks to streaming video and Connected TV, you can view the content you want when it fits in your schedule with the click a button or voice command.  The landscape for viewing has changed immensely having not only an enormous effect on traditional television advertising, but also how marketers are adjusting their budget to accommodate the rapidly changing landscape.

With Connected TV users expected to exceed 190 million in 2019, the need to adapt to this growing platform as another vehicle to tell your story is becoming more imminent by the day.  Digital video now accounts for an average of 25% of a daily video viewing for the average person, which is only projected to increase. However, many marketers are not adjusting their budget distribution accordingly and are missing a valuable opportunity to get in front of their target audience.  Auto dealerships specifically have been one of the slowest adapters to this increase in video consumption, many of which are still spending 100% of their video advertising budget on traditional television versus digital video.

So what makes it different and why should dealerships care?  Unlike cable ads, Connected TV (CTV) and video campaigns can be measured and optimized as part of your overall digital strategy.  Ad effectiveness can be tracked by views, clicks and video completion rates (VCRs). This data enables more insight into the customer journey and car buying experience.  In addition, the power of view-through data can help you attribute users who saw your ad and later took action to get more information or contact the dealership, furthering your ability to measure your return on investment.

Interested but don’t know where to start?  We have broken down the basics to help you better understand how video and Connected TV can help your dealership accelerate past traditional television and begin transforming your market presence.

Download our white paper on Digital Video and The Rise of Connected TV

Study: Super Bowl Streaming Viewership To Increase 160% from Last Year

Plus: 61% of Americans Would Give up Cable Television and Never Look Back

—Adtaxi Unveils New Data on Super Bowl Viewership and Streaming Trends—

DENVER (January 16, 2019)Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today announced the 2019 results of its annual Super Bowl Viewership and Consumer Streaming Trends Survey. According to the new data, substantially more viewers will tune in to Super Bowl LIII via streaming services this year (21%) compared to last year (8.1%), marking a staggering 160% leap.

“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”

Among Adtaxi’s additional Super Bowl findings:

·         Secondary Media: 68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.

·         Anticipated Elements: 53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.

Adtaxi also examined consumer streaming habits more broadly, revealing the following:

·         Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year

·         Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms

·         Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)

·         Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%)

“With Connected TV on the rise, offering unparalleled audience visibility and targeting options across devices, now is the time for advertisers to adapt their strategy for the digital age—or risk falling behind,” Loretto said.

The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographics of those polled represented a broad range of household income, geographic location, age, and gender.

Digital Video Is the Future of Advertising. Here's How.


Traditional network/cable/satellite TV viewing numbers are on the decline, with more consumers (especially younger ones) preferring to stream content on their devices and smart TVs.

In a recent Nielsen survey, during this past October, the number of younger viewers age 18 to 34 watching traditional TV was down 16 percent from the same period a year ago, and 36 percent from 4 years ago. Digital research firm eMarketer predicted that by the end of this year some 33 million people will cut the cord and stop their traditional cable or satellite subscription services, a 32 percent increase from the previous year. 

If fewer people are watching traditional TV, how can marketers use the medium to reach viewers? TV hasn't gone away from most American homes, it's just that the content being watched is coming from internet connections. That's why it's important for marketers to understand the switch in viewing preferences.

In the digital video/digital advertising industry, we feel this situation creates opportunities for smart marketers. Digital video advertising offers interactive, visual opportunities to connect with consumers and inspire new relationships with brands.

Here are some of the reasons why video will continue to have a significant impact on digital advertising in 2019.

Video Is Engaging

Nearly all millennials are consuming video content on a daily basis with their mobile devices. As a result, it's likely they are seeing digital video ads on Instagram, Snapchat, YouTube, and other video-centric channels.

Interactive digital video advertising will dominate the US advertising landscape in 2019. Another recent eMarketer report shows US digital video ad spending will show continued growth from a mix of mobile and social media video ads, and will eventually take up half of top marketers' budgets in the coming year.

A Customized, Personal Experience

Younger viewers (and some older ones, too) are no longer watching what's on TV. Instead, they are using their smart TVs (with YouTube, Roku, Apple TV, and Chromecast leading the way) to deliver content the way they want it, when they want it. TV is becoming a personalized, customized viewing experience. That opens the door to personal engagement with advertising.

Video Is Memorable

Thanks to being able to pick and choose what consumers want to watch, the experience of massive (or binge) video watching (such as an entire season or two of a favorite program in one evening) becomes more memorable and shareable as well.

No More Prime Time?

How does this new viewer reality square with marketers still spending more of their money on "prime time" advertising? Does the concept of "prime time" still warrant the higher values? With a plethora of streaming outlets available, more younger viewers are clearly not pressured to watch TV at any particular hour.

 New Video Formats

Because of the new types of viewing, video ads have been taking on new forms. There are native outstream video ads used in social and online media feeds, live videos from social media channels, and an emerging class of online TV shows being sponsored by major online marketers.

With these changes in the way people (and particularly younger people) watch their programs, brands now have fantastic possibilities for standing out by using creative combinations of personalization, user experience interaction, and hot spots/outstream/native video formats.

Is Connected TV All It's Cracked Up to Be? Yes!


In recent years, mobile phone screens and desktop monitors have taken advertisers' attention away from running campaigns on the family TV. With more people cutting the cable cord and relying on internet streaming for programming choices, connected TV in the family room is moving ahead.

Connected TV is popular with cord cutters, or those who have ceased paying for TV services in the home. According to eMarketer estimates, about 33 million have stopped their subscriptions to a paid TV service. Another recent report, the "Q1 2018 Nielsen Total Audience Report," found that the average U.S. adult now spends more than 11 hours each day listening to, watching, reading, or interacting with some form of linear or digital media.

Connected TV is a key reason for the uptick in media consumption. While there might be some growing pains in the category, connected TV is showing it's living up to its initial hype.

Doubling Growth

In the past year, connected TV has doubled its advertising growth, overtaking the number of impressions over mobile devices. The "Q2 2018 Video Advertising Benchmarks Report" from Extreme Reach found connected TV had 38 percent of video ad impressions in 2018's second quarter. Those video ad impressions are mostly from consumers' preference for platforms such as Hulu, Netflix, Roku, Apple TV, Google's Chromecast, and others during the U.S. prime time of 8 p.m. to 11 p.m.

The anticipated growth of connected TV means a comparable increase in video advertising. But it will be online, through connected TV.

Analyst firm Forrester notes that all the big players, including Facebook, Apple, Amazon, Netflix, and Google, are looking to a future in which consumers watch video online rather than on traditional linear TV channels. It will likely lead to a more fragmented video world. There will be more on-demand video content consumed, and more opportunities for advertisers to reach these fragmented audiences at different price and reach windows. 

Advertiser Benefits on CTV

Here are the benefits of advertising on connected TV:

  • It's easy to get ads seen by a target audience faster: Connected TV gives marketers and advertisers a more accurate route to reaching relevant viewers. Instead of aiming for large, general audiences, marketers can narrow their ad campaigns for a more relevant reach.

  • There are opportunities for specific targeting: Connected TV advertisers are getting more sophisticated about targeting methods, including first-party, third-party lookalike modeling, CTV retargeting, and cross-device targeting. This area is expected to grow in importance in the coming months. 

  • Ads are shown fewer times on CTV: Instead of a barrage of ads coming in between programming segments on traditional TV, ads on connected TV are fewer in frequency. This results in higher view-completion rates because consumers aren't overwhelmed by ads.

  • Connected TV consumers are in a more receptive, relaxed state of mind: Connected TV viewers see ads when they are ready for entertainment. Advertisers believe this increases the chances a brand's ad to make a good impression on viewers, compared to other platforms when this may not happen.  

  • Ads can become shoppable: Making connected TV ads more interactive and useful to consumers is a priority for online advertisers, as it's easier to build interactivity into ads over connected TVs.

Netflix, YouTube, and Hulu are all showing increased usage over connected TV. As advertisers catch up to meet these receptive audiences, the connected TV category looks to grow incrementally in the coming years.


5 Things You Didn't Know About Connected TV

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Introductions to traditional television changed history, and connected TV has the potential to change television's history — especially when it comes to advertising. While it may still be finding its footing, there are plenty of benefits to connected TV, and understanding them may be one key to helping the platform take off.

1. More Mature Audiences Watch CTV

The average connected television (CTV) user is older than advertisers might think, and almost 70 percent of these users have children.

Though older Americans grew up watching program favorites on traditional TV sets, they aren't reluctant to try new forms of entertainment. Actually, mature audiences are shifting away from cable and broadcast television to watch programming over the internet in increasing numbers.

This new trend offers marketers opportunities to reach multiple household members — 2.6 viewers on average are being reached with connected TV advertising alone. Better still, connected TV ads provide access to decision makers and influencers within households simultaneously. This lays the groundwork to develop and deliver the right messaging at favorable times.

2. Audience-Based Targeting Has Potential

Connected TV targeting is advanced, seamlessly combining traditional TV and digital marketing. This allows advertisers to guide ads toward targets by demographics, interests, and geography. Advertisers can even narrow geographic targeting down to a ZIP code.

For example, viewers who use CTVs are required to log in with email addresses or universal identifiers via social media profiles. With the use of third-party data, a user's profile is completed based on device, geolocation, interests, online behavior, language, and more.

Specific audience segmentations are used to deliver relevant messages to brand-receptive audiences as well. Throw in sophisticated targeting, and advertisers find high-value audiences they can serve connected TV ads to through their IP addresses or device IDs.

The general idea is to build an audience segment of qualified users who have been exposed to the brand's CTV ad. Once achieved, these users are then served with related ads across multiple digital channels. Consistent messages across different channels and devices drive site traffic and profits.

In the end, success is possible for advertisers who have developed well-defined target audiences using data-driven algorithms — those outside of traditional TV buying parameters. Similar technology is applied to optimize the price paid to reach that high-value audience.

3. Less Is More in Advertising

With traditional TV, three to five commercials run consecutively, which effectively overwhelms viewers. More importantly, the viewer is likely to ignore or forget the commercials altogether.

Unlike its predecessor, connected TV commercials appear at a much lower rate, with only one ad shown at a time. When casual or TV binge watchers aren't besieged by an onslaught of commercials, they're more attentive. Viewers not only see an interesting ad, they also remember the brand behind it, and perhaps even engage. An action may not occur right away, but showing an interest is favorable since the viewer may become a future customer.

4. Lights + Camera = Action With Digital Video Ads

High-quality videos aimed at the right viewers in prime environments is a surefire success strategy. It's the future of video advertising, with enormous opportunity and relative acceptance among consumers.

Placing video ads on streaming service providers to reach an audience you wouldn't otherwise through broadcast TV is a no-brainer. It merely involves networking with companies that buy CTV ads from ad tech companies like MediaMath or The Trade Desk. Check out the local market too.

Let's say you want to broadcast a message to viewers highlighting a private school in a major metropolitan area. Using video ads comprised of aspiring student testimonials or scholastic achievements is likely to garner the attention of parents. Ads such as these placed on premium outlets like CNN and local news channels are viable media sources for consideration.

What are some other facts to consider?

●      Less fraud, since CTV is a closed, controlled ecosystem

●      Advanced targeting, enhanced survey, audience analysis capability, and dynamic ad insertion

●      Full-screen TV experience on large entertainment devices, along with co-viewing

●      Wider reach of cord-cutters

●      Closer digital format to TV commercials

●      Support for third-party ad serving and measurement

5. Digital Audio Ads Are Hidden Gems

You might think the audio market is irrelevant or antiquated. Surprisingly, it's the underdog that's poised to be the next big marketing combat zone. In fact, radio has a broader reach than TV and mobile devices, reaching an estimated 228.5 million adults.

Why not make an audible appearance on music streaming services such as Pandora, SoundCloud, Spotify, or local radio stations?

To get the biggest slice of this marketing pie, know your audience. Audio ads aren't limited to basic demographic details, so get specific about lifestyle preferences, location, and age. Knowing the audience gets advertisers closer to ideal choices in stations, markets, and time-of-day broadcasts during the targeting phase.

Since the audio medium differs greatly from video and digital, you not only have to harness creativity, but also choose words with caution. Another important factor is monitoring real-time campaign insights — always be in the know about when and where ads run to receive proper airplay.

For a broader reach across multiple stations, a marketing agency is a go-to aid to position digital audio messages on a variety of channels.

Connected TV advertising gives viewers the ultimate branding experience by allowing people to consume digital video content on TVs from the comfort of home, work, or play. When considering adding connected TV ads to your marketing mix, use them as an extension of traditional television buys, or as a complement to digital advertising to better manage campaigns across CTV and other devices at the household level.

Connected TV Is Expanding — Here's How to Leverage It


Adults spend more than 10 hours and 45 minutes consuming media every day, with much of that screen time taking place on computers, mobile devices, and connected televisions. An estimated 70 million households have connected TVs, which give these households more options for streaming their favorite movies, shows, and videos. In the process, these devices are giving live television a run for its money, especially when it comes to advertising.

As connected TV (CTV) becomes increasingly popular and continues to expand, advertisers, marketers, and brands need to find new ways to connect with audiences. To help you create your game plan, we've created a quick guide to exploring what CTV advertising is, along with ways to leverage its unique power.

How Is CTV Advertising Different?

Connected TV has transformed how we consume media, making content available on just about any device. It has also changed how we approach television. No longer must we sit down in front of the television at a set time on a specific day to catch our favorite shows.

CTV has also turned advertising on its head. There's no standard way to measure CTV advertising. There are no cookies to track, and it isn't tied to conventional demographic-based audiences in the same way as traditional television.

But even with the new challenges it presents, CTV advertising offers some serious benefits, including an immersive larger-screen experience (as compared to digital advertising alone), and an unprecedented ability to target audiences precisely while creating interactive ads that really resonate.

Ideas for Leveraging CTV

Advertisers just getting started in the CTV universe would do well to start by familiarizing themselves with the format's capabilities, understanding the devices consumers most often use, and understanding the formats those devices support. Once you have a solid feel for those details, you can dive into some savvy ideas for leveraging CTV's growing popularity.

Targeting Audiences Using Data

CTV advertising gives advertisers a huge opportunity to really hone in on their target audiences. Ideally, brands can use first-party data to target their audiences and tailor their campaigns accordingly. Then, they can use geography and other details to hit a bull's eye with those viewers. For example, ads could be based on viewer location and weather conditions. If it's a hot and humid day in one city, that anti-frizz shampoo and conditioner ad will run. If it's sunny and warm, a sunscreen ad might run instead.

Interactive Advertising

Keeping viewers engaged has been tricky, even for traditional television advertising. After all, it's easy to get up and leave the room for a quick break instead of watching commercials. But many CTV advertisers have found success with interactive advertising that encourages viewers to engage with the ads instead of hightailing it for the bathroom or a refill on their snacks. Combined with targeted ads that rely on user data to provide rich, relevant content to viewers, interactive advertising adds value to the viewer experience and receives a click-through rate of up to 6 percent, compared to the 0.0175 percent click-through average of most digital ads.

Optimizing Content for Multiple Platforms

CTV isn't just about televisions. Viewers can watch their programs on a variety of devices, and you want to reach those viewers no matter what device they're using. That's why it's critical to optimize content for use across computer and mobile platforms in addition to televisions.

For example, Adtaxi's programmatic advertising pinpoints the audience, uses a best-in-class tag management platform to gather data from brands' websites, and uses first- and third-party data and cross-platform targeting to deliver an amazing, cohesive experience designed to boost conversions. Learn more about how Adtaxi could help you leverage all the benefits of CTV advertising.

Press Release - Study: Super Bowl streaming viewership to increase this year by 45%


DENVER (January 31, 2018)Adtaxi, one of the nation’s fastest growing digital marketing agencies, released the results of its Super Bowl Viewership and Consumer Streaming Trends Survey, an in-depth look at how consumers nationwide will be watching the Super Bowl, as well as an examination of their digital streaming habits more broadly. Although movies and television series still dominate the streaming world, there are important opportunities for digital advertisers to reach consumers while viewing major sporting events—namely through social media.

The survey revealed that Super Bowl viewership via streaming services is expected to be up 45% from last year, and many viewers will simultaneously engage in secondary media sources to consume event-related content. Indeed, of those watching via traditional television or cable services, a majority (58%) will be using secondary channels for related content. On average, those seeking related content will use 2.1 different channels (e.g., social media, sports websites, group chat, forums), representing key vehicles through which companies can reach audiences with targeted advertisements.

Additional Super Bowl highlights are below:


  • -- 3 out of 4 respondents (75%) will be tuning in to this year’s Super Bowl.
  • -- Viewers in the 18- to 29-year-old age group (17%) are most likely to stream the game.
  • -- Nearly half (47%) of all respondents will use secondary media to consume Super Bowl-related content.
  • -- A majority of secondary media users (68%) will use social media.
  • -- 71% of 18- to 29-year-olds will use secondary media—more than any other age group.
  • -- Female respondents (35%) are more likely to use social media than male respondents (29%), while the males (18%) are more likely to use sports sites than the females (10%).

“In today’s media-rich environment, consumers are immersed in a world of screens, and using one platform at a time is no longer enough,” said Chris Loretto, Executive Vice President of Adtaxi. “Viewers—and younger audiences in particular—are not only watching events on the television as they happen, but they are also tweeting and texting about it, or recording their reactions via Snapchat and Facebook Live. This creates a unique opportunity for brands to reach audiences in multiple places at the same time. For instance, a Super Bowl viewer chatting with their friends on Facebook about a television commercial they just saw can simultaneously be targeted with a digital advertisement for the same brand.”

In addition, data revealed that a vast majority of the consumers surveyed—particularly those belonging to younger demographics—now use streaming services, with movies and television overwhelmingly representing the most popular categories.

Key findings surrounding consumer streaming habits are summarized below:


  • -- Nearly 3/4 of respondents (74%) stream content digitally.
  • -- One-third (31%) of respondents consume at least half of their TV programming via streaming.
  • -- 55 percent of 18- to 29-year-old respondents stream at least half of their TV programming.
  • -- Mobile devices (64%) are the most commonly used streaming devices in the last 30 days.
  • -- Saving money (59%) is most popular reason for moving away from traditional cable to digital streaming, followed by wanting to watch on one’s own schedule (56.28%) and avoiding TV commercials (45%).
  • -- Movies (69%) are the most popular type of content streamed in a typical month overall, followed by news programming (37%), sports programming (27%) and awards shows (9%)
  • -- Among the men surveyed, movies (67%) are the most popular type of streaming content, while TV series (74%) are the most popular among female respondents.

“Overall, this data contributes to our growing body of knowledge surrounding consumer demographics, helping us optimize our targeting strategies and reach specific age groups or genders on the appropriate platforms. With a higher degree of precision, we can reach audiences where they are, with the most relevant content possible,” Loretto said. “There is no doubt about it—streaming is on the rise, and advertisers must either adapt to keep up with the rapidly-evolving landscape, or face falling behind.”


The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographic of those polled represented a broad range in household income, geographic location, age and gender.