Marketing Platform

Activate your first-party data on connected TV

Introduction

With the total TV streaming at 36% of total TV share, you can be sure to find your audience on connected TV (CTV). We are committed to helping you deliver high-quality advertising experiences for all viewers by bringing the best digital advertising technology – such as delivering the right message to the right audience – to the TV screen. That’s why earlier this year we launched Google Audiences for CTV campaigns in Display & Video 360.

Inside Details

Engage with your first-party audience on connected TVs. Now, when you select a first-party audience list for your campaign in Display and Video 360, the list will automatically be eligible to reach your most engaged customers while they watch connected TV content. This is an easy and effective way to ensure that you are reaching people who already have a connection to your brand, on the device they are currently using.

For example, let’s say you are a cosmetics brand preparing for the holiday season and you want to capitalize on the direct relationship you have with customers who have downloaded your app. With Display & Video 360, you can now reach this first-party audience while they are watching their favorite shows on Disney or Tubi, or other major publishers.

It is easy to take advantage of this new capability. All you need to do is select and add the first-party audience to your insertion order or line item, just as you would for web and mobile devices. Display & Video 360 will automatically start reaching people who have an existing relationship with your brand when they are watching on CTV. This feature is now available to all advertisers in the U.S., and you can learn more about how it works by visiting our help center.

Reach more viewers similar to your first-party audience worldwide. Once you engage with your first-party audience, reaching more people who have similar behaviors or traits to your core audience helps enhance campaign performance.

We are also launching audience expansion for CTV. Audience expansion makes it easy to reach more people who matter to your business and achieve your marketing goals. By using contextual and geographic signals, the Display and Video 360 algorithm will create a model to find CTV viewers that look like your core audience.

Returning to the example of the cosmetics brand trying to reach relevant seasonal shoppers, you can now apply audience expansion to your first-party audience and show CTV ads to viewers who resemble those who downloaded your app.

You will be able to activate audience expansion globally in Display and Video 360 early next year through the controls available in the Display & Video 360 TV insertion order.

These new features are just some of the ways we are helping businesses connect with their most engaged audience while respecting people’s privacy. As we innovate completely new audience solutions, we will ensure they work seamlessly on CTV and allow you to maximize the streaming recovery.

Source: https://blog.google/products/marketingplatform/360/activate-your-first-party-data-on-connected-tv/

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