How advertisers can get started with Android Privacy Sandbox
Experts discuss Android Privacy Sandbox’s current status, testing availability, and strategies for successful adoption.
Blog
Are walled gardens still worth it? Soaring costs, brand safety risks, blackbox attribution
Discover why walled gardens are becoming less reliable for advertisers and how expanding your media mix can provide more control, transparency, and cost-efficiency.
Blog
How advertisers can get started with Android Privacy Sandbox
Experts discuss Android Privacy Sandbox’s current status, testing availability, and strategies for successful adoption.
Blog
How to select an ad mediation platform and demand partners
Finding the right ad mediation platform is key for a successful in-app monetization strategy. Here's how to get started.
Blog
Connected TV’s emerging trends for ad performance
Marketers have long recognized connected TV (CTV) for its impact on building brand awareness — but it’s now an undeniably effective vehicle for hitting performance KPIs, too. With improved targeting and engaging ad formats, CTV in 2025 will keep gaining traction as a top revenue-generating performance channel with more direct conversions. But what’s driving this explosive growth? Let’s explore the CTV trends that are solving pain points and opening doors to measurable advertising success. Optimize your CTV strategy with the right targeting methods While mobile and web marketing strategies zero in on reaching individual users, CTV is a different ballgame. Because a single device can serve very different people under the same roof, CTV requires a different approach. CTV players are seeking sophisticated personalization that respects privacy. We’re seeing a growing reliance on contextual signals, first-party data, and IP addresses. Looking at our recent report with AdExchanger, each of the leading addressability solutions for publishers and advertisers check these privacy requirements. But let’s dig into the top three: contextual targeting, seller-defined audiences, and cohort-based targeting Contextual targeting Delivering relevant, personalized CTV ads relies heavily on contextual targeting. Traditional contextual targeting uses keywords and basic categorization about content to select the most relevant ads. But we’re in a new era — modern contextual targeting methods use AI and machine learning to analyze the actual content and context of where an ad appears. Marketers can then target a viewer’s immediate needs and interests with specific messaging. This leads to a more relevant ad experience and improves engagement and conversion rates. Automatic Content Recognition (ACR) is another advancement currently gaining traction in this field, allowing the delivery of highly contextual ads based on current content being viewed. Think of ACR as next-level contextual that can identify not just streaming content but also products in a video. ACR samples parts of video content and matches those with its product database. For example, if a scene depicts a TV character applying makeup, the next ad break might promote a beauty brand’s new mascara. Seller-defined audiences When publishers create customized audience groups for advertisers to market to, these are seller-defined audiences. They provide exact targeting while staying within the boundaries of privacy regulations by bundling information about specific audiences into deal IDs. Advertisers can still see aggregated audience data (e.g., “tech-savvy grandparents”) without knowing the exact details about individual users. Cohort-based targeting Cohort-based targeting plays a central role in personalization since it allows segmentation based on the anonymized interests of larger groups of viewers (AKA cohorts). This solution respects privacy while enabling advertisers to effectively target viewers based on shared interests within a group instead of an individual’s attributes. Better user experiences thanks to CMPs Right now, websites and mobile apps have made opting in and customizing data-sharing preferences as easy as just a few clicks or taps. But this same consent process on CTV is less straightforward. If you’ve ever tried typing in your email address using a TV remote, you understand why the industry is moving toward secondary services called consent management platforms (CMPs). CMPs offload the process of opting in to an external tool. This complies with the IAB’s Transparency and Consent Framework (TCF v2.2) standards, as it maintains data privacy. Even so, opting out remains a hot issue since it can sometimes be a more complicated user experience. In practice, enabling low-friction and future-proof growth will call for versatile and privacy-safe identity management approaches that can easily adjust to the needs and specifications of multiple media environments. As CTV uses both the ad-supported video on demand (AVOD) and hybrid subscription models, full adoption of CMPs will happen sooner rather than later. Driving conversions with interactive ads Personalized ad experiences are crucial in converting viewers. But the abundance of new, engaging ad formats is also a key factor. Interactive shoppable ads allow viewers to make direct purchases and QR code integrations that let viewers interact with brands in real time — effectively boosting conversion rates. According to eMarketer, 7% of US adults have made a purchase through a CTV platform. This might sound small, but we should expect this number to rise because more than half (53%) of CTV viewers wish all TV ads had a quick option to buy, and 63% wish they could see brands’ inventory from their television. This desire to see quick options to buy ties in nicely with the phenomenon of second-screen usage. This year, 206.3 million CTV users are using a second digital device to browse while watching television, and many are already second-screen digital buyers, meaning they’re using these mobile devices to buy things they see on TV and contributing to the growth of m-commerce and conversion rates. The future of CTV looks golden 2025 looks to be a booming year for CTV. Once the industry creates standards for allowing viewers to control their data privacy settings, it can move beyond its growing pains and maximize its potential for creating immersive ad experiences. Already, all the interactive elements in play — think QR codes, shoppable ads, and SKOverlay formats — are enhancing viewer engagement and driving ROI. Expect more advanced contextual advertising and cutting-edge technologies such as Automatic Content Recognition to play crucial roles in how CTV meet the demands of today’s audiences while also building a more sustainable advertising ecosystem.
Blog
Rewarded video ads: Beyond gaming apps
Rewarded video ads are user-friendly and highly engaging — and their use isn’t limited to just gaming apps.
Blog
Unwrap holiday shopping success with Connected TV
‘Tis the season to stream, and CTV is a captivating channel for reaching consumers during the year’s biggest spending season. The holidays are a crucial time for advertisers, but they also bring challenges such as heightened competition and shifting consumer behavior. This moment presents advertisers with a unique year-end opportunity: transform traditional approaches to holiday advertising by investing in CTV and capitalize on increased engagement and brand awareness. Benefits of CTV for holiday advertising CTV is still an undervalued channel. Let’s consider how ad spend is spread across digital devices versus how many hours users spend with each device. For every hour of mobile use, advertisers spend $0.51 — but only $0.12 goes to CTV. This means CTV offers untapped potential to improve return on ad spend (ROAS). Household reach TVs are household devices, typically shared by several people. While this can create a targeting challenge, it also boosts ad reach. CTV viewers now spend over 2 hours watching CTV per day, a rapidly-growing figure as time spent with CTV increases faster than time spent with any other connected device. And over the holidays, this number becomes even more impressive. Last year, CTV watch time spiked two to three times over Thanksgiving and Christmas! Brand-building Santa drinking from a glass bottle of Coca-Cola. Hershey Kisses ringing the song “We Wish You a Merry Christmas.” Holiday TV commercials create some of the most memorable brand messages. According to a recent survey, 69% of CTV users remember holiday shopping ads on streaming TV (a 31% year-over-year increase). With CTV viewership surpassing that of linear TV, CTV is the new premium ad environment that serves as an ideal touchpoint for driving brand awareness. Captivating ads Connected TVs are the biggest screen in consumers’ homes, and their size can have a big impact on ad efficacy. Typically shown during a break in main video content, many CTV ads are unskippable, ensuring that the entire message reaches the user. Unlike many digital ads on other devices, CTV ads always include sound. This provides a crucial layer for grabbing consumers’ attention. Incorporating interactive features into a CTV holiday ad can significantly boost viewer engagement. These interactive features can include clickable links, quizzes, QR codes, and even shoppable ads — all directly accessible from the viewer’s TV screen. Advanced targeting We already know that consumers prefer relevant ads. In fact, nearly three-quarters of consumers find contextually-relevant ads the most appealing and feel more likely to interact with them. CTV has powerful targeting capabilities that allow advertisers to not only ensure that their ads are contextually-relevant, but also targeted to the viewers’ unique interests, behaviors, and viewing patterns. Best practices for CTV holiday advertising Whether you’re trying out CTV advertising for the first time or looking to expand your current CTV budget, here are some best practices for advertising via CTV during the holidays. Go omnichannel To drive brand awareness during the holidays, CTV is the icing on the omnichannel fruitcake. When integrated into an omnichannel advertising strategy, CTV can reinforce brand messaging. This leads to better brand recall, higher ad engagement, and better holiday ad spending ROI. In a recent survey, 72% of marketers say that they use CTV in their holiday campaigns because it significantly drives incremental lift when used alongside other channels. Optimize creatives Maximize the format of your creatives to take advantage of all the capabilities of the big screen. No matter which innovative ad format you choose, CTV ads should include a consistent call-to-action, logo, and URL. Those that have all three boast a 113% higher conversion rate on average. Also, don’t forget to make the most of music and voiceover to engage the viewer! This can help capture the attention of viewers that may be looking away from the screen. Inspire action Consumers are primed for action during the holiday season, and they appreciate when ads make holiday shopping easier. According to LG’s survey, 72% of CTV viewers would scan a QR code in a CTV ad to make a purchase, and 42% would go directly to a brand website. Interactive features like QR codes that inspire action with viewers are clearly a winning tactic for CTV holiday advertising. Get started with holiday CTV advertising CTV offers a viewing experience similar to its linear counterpart — but with much more engaging formats, along with sophisticated targeting and measurement capabilities. This makes it the ideal channel for engaging holiday shoppers and building lasting brand awareness. You can easily get started by purchasing CTV inventory programmatically via an open exchange like the Brand+ Marketplace. This allows you to dynamically adjust bids and optimize ad delivery based on performance in real time. If premium content is critical to your brand (especially during the holidays), consider buying inventory through a Private Marketplace deal (PMP). Verve offers both pre-built packages that combine targeted CTV inventory and tailored audiences as well as custom deals with targeting strategies as unique as your audience. Get in touch for more information on how to start your holiday CTV campaign today.
No posts found
No content matches the selected criteria
