Why the Verve Brand+ Marketplace drives better outcomes for Connected TV buyers
Connected TV (CTV) is booming. By 2025, US adults will spend over two hours daily immersed in CTV content, with ad-supported streaming taking the lead as consumers look for cost-effective alternatives to subscription fatigue. The surge in viewership has unleashed a golden era for advertisers — but also a dizzying array of platforms and choices. So, how do you cut through the noise to make an impact? Enter Verve’s Brand+ Marketplace — the smarter way to connect with engaged audiences through premium, high-impact campaigns. With direct access to top-tier publishers, fraud-free and brand-safe inventory, and cutting-edge targeting, we help you drive results that matter. Let’s dive into the five game-changing benefits that make Verve’s Brand+ Marketplace the ultimate choice for CTV buyers. Efficient ad spends on direct, fraud-free, brand-safe inventory A long path from media buyer to end user means intermediaries, resellers, the dreaded ad tax — and wasted ad dollars. To maximize campaign budgets, advertisers need more direct access to top publishers. Look no further than the Brand+ Marketplace, where you can tap into inventory. But don’t just take our word for it. According to Pixalate’s Seller Trust Index, Verve’s CTV supply earns top marks (“Grade A”) on all major CTV operating systems, as measured by supply path optimization (SPO) scores. This reflects the depth of our direct relationships with publishers and is verified by publishers’ ads.txt Fraud protection Ad fraud wastes campaign budgets and undermines return on ad spend (ROAS). That’s why Verve provides a triple-layered fraud protection system to block invalid traffic before impressions are served and make it right in the rare instances of ad fraud. Certified brand safety Brand safety is more than an adtech buzzword, and it’s something we prioritize at Verve. Our Brand+ Marketplace is one of the few CTV marketplaces accredited with TAG registrations, ensuring the highest standards of brand safety. With access to 10,000+ pre-vetted, MFA-free publishers, buyers can trust that their ads will appear in the right context. Better outcomes: A global sports brand leveraged Verve’s direct inventory, reducing CPMs by up to 25% compared to traditional marketplace buys, all while maintaining high viewability. Advanced targeting and cross-device solutions at scale Advertisers that choose the Brand+ Marketplace unlock access to more than 1.6 billion consumers across mobile, CTV, and web devices. On CTV alone, Verve processes 37 billion ad requests every day. But scale isn’t everything — serving the most relevant ads to target audiences requires advanced targeting. Here’s how we accomplish this on CTV: Proprietary machine learning models For unmatched granular targeting, the Brand+ Marketplace leverages our unique machine learning models, which are rigorously battle-tested for match rates and precision. These algorithms deliver results that advertisers can’t get elsewhere by using Verve’s first-party SDK data, enriched bidstream insights, and the Verve ID graph. Unified data view Today’s consumers are highly connected, using multiple devices each day. The Verve ID Graph synthesizes data from multiple channels, providing a complete understanding of audience behaviors to enhance targeting accuracy. This is especially useful for brands looking to engage users across multiple touchpoints. Adaptability in a cookie-less world As cookies and other identifiers become less effective, advertisers are turning to alternative identifiers like UID 2.0 and LiveRamp’s RampID. The Brand+ Marketplace supports these solutions to offer marketers the best of both worlds, enabling effective targeting with and without IDs. This builds future-proof addressability so advertisers can reach the right audiences without relying on cookies or other identifiers. Better outcomes: A recent campaign for a home goods brand used Verve’s ID Graph to target viewers of home improvement shows across devices, resulting in a 35% higher engagement rate compared to traditional CTV buys. By blending first-party and third-party data, the Brand+ Marketplace improves audience segmentation for advertisers, boosting engagement and conversion rates. Custom deals for tailored audience and inventory packages Curation is a hot topic, and for good reason — it works. Private marketplace deals (PMPs) offer the flexibility to build tailored audience segments and inventory packages that align perfectly with campaign goals. This is another effective way to engage the right viewers while avoiding waste in an open marketplace. You can easily activate Brand+ Marketplace curated deals with the DSP of your choice: we’re integrated with 100+ leading platforms. Custom audience segmentation Build audience segments based on specific criteria like device type, geographic location, or content interests, ensuring that your ads are delivered to the most relevant users. Better outcomes: Smadex, a leading performance DSP, enabled PMP deals on CTV for their mobile clients’ user acquisition campaigns. This multi-channel approach slashed average monthly cost per install (CPI) by 55%, drawing in engaged audiences and high-quality conversions. Omnichannel controls for maximum engagement and brand recall With omnichannel capabilities that power campaigns across CTV, mobile, and web, the Brand+ Marketplace ensures a unified brand experience across devices. This cross-platform consistency strengthens brand recall, increases engagement, and increases conversion rates. Flexible controls like dynamic and hybrid ad podding help advertisers boost brand affinity by creating more enjoyable ad experiences for viewers and reducing ad fatigue. Better outcomes: A campaign for a beverage brand that ran across CTV, mobile, and web saw a 25% increase in brand recall compared to a non-omnichannel approach, highlighting the power of consistent messaging across devices. Maintaining cohesive messaging and targeting across all channels ensures that the brand’s reach is maximized, and ad spend is used efficiently for higher returns. Robust measurement and attribution models Advertisers often face challenges when it comes to understanding the impact of their CTV campaigns. Verve tackles these issues with robust tracking and analytics tools that offer clear, actionable insights into campaign performance across all devices. Comprehensive attribution and cross-platform insights Verve integrates data from CTV, mobile, and web to provide a unified view of campaign performance, helping advertisers understand how their ads perform across different platforms. With Verve’s advanced attribution solutions, advertisers can accurately measure the impact of CTV ads on conversions, whether they occur on CTV, mobile, or web. This helps eliminate the guesswork…
Connected TV powers up user acquisition for Smadex
The Verve Brand+ Marketplace unlocked new levels of Connected TV inventory for Smadex, enabling them to reach engaged mobile gamers on the big screen.
Back to Basics: What are FAST channels?
What’s the deal with FAST channels? They’re more than just another acronym in the OTT/CTV alphabet soup. Free, ad-supported television (FAST) channels feel like a return to the golden age of TV watching: schedules on a grid, a laid-back channel-surfing mode, ad breaks signaling a bathroom break. This throwback experience is back in style: 89% of viewers say that FAST channels deliver great value, and over 50% of millennial and Gen X viewers tune in each month. But what exactly are FAST channels, and how are they different from ad-supported video-on-demand (AVOD)? Don’t worry, we’ve got the answers. Let’s dig into the FAST channel definition, differentiating FAST vs. AVOD, examples of FAST channel platforms, and the current trends that are shaping FAST services. What are FAST channels? FAST stands for free ad-supported streaming TV. This is streaming TV – without a paid subscription. Unlike the subscription model, FAST channels offer no-cost streaming for viewers by programmatically inserting ads into a would-be ad break. Essentially, FAST channels translate the concept of traditional linear TV channels (like cable or satellite) to connected TVs (CTVs), mobile, tablets, and other internet-enabled devices. FAST channels primarily offer programming in the live, linear TV format, but some providers also offer ad-supported video on demand (AVOD, more on that soon). Linear TV is just traditional TV – the streaming service sets the schedule, and viewers tune in to watch the content live. Best of all, FAST channels are available to anyone with an smart TV or a mobile app (although some services are tied to brand-specific devices, such as Samsung TV Plus on Samsung devices or Vizio WatchFree+ on Vizio TVs). What’s the difference between AVOD and FAST, and what are the benefits? AVOD stands for ad-supported video on-demand. With AVOD, viewers can watch content whenever they want to, but without the cost of a subscription model. It’s content that is monetized with ads instead of a subscription. Sounds familiar, doesn’t it? FAST is almost the same thing, but instead of ad-supported on-demand content, it is ad-supported live TV content. Both AVOD and FAST use ads to monetize streaming content, eliminating the need for a costly cable subscription, which also helps limit audience subscription fatigue. In short, AVOD and FAST achieve the same thing but offer different viewing experiences. Examples of FAST channel platforms Viewers have no shortage of options when it comes to FAST channels. Here are a few popular examples: Freevee, Pluto TV, Tubi, IMDb TV, The Roku Channel, Fubo, Philo, Plex, Crackle, Vudu, and Distro.tv. FAST channels: 2024 trends Whether you’re a marketer or a publisher, CTV is in constant flux. There’s a lot to keep up with in terms of FAST channels. That’s why we’ve rounded up 5 important trends that are shaping the future of FAST channels, AVOD, streaming, and CTV overall. Content is becoming less exclusive. According to Nielsen, US audiences spent 60% of their streaming time in 2023 watching acquired programming. Popular programs included titles such as Suits, NCIS, and Grey’s Anatomy – shows that were once exclusive to specific subscription video on demand (SVOD) networks. Bringing these highly sought-after series to ad-supported services ensures that more viewers stick around to use the service – and more importantly, to see your ads. Nostalgia rules. Services such as Netflix and Hulu are motivated to promote content that they’ve produced, rather than in-demand shows acquired or licensed from other sources. In comparison, FAST and AVOD platforms can serve as a library serving up a very specific kind of TV — nostalgic TV. Viewers can find just about every type of genre or classic show, ranging from old-school sitcoms and vintage cowboy Westerns to reruns of The Love Boat and Saturday Night Live. Skipped ads? Very rarely. A recent study found that only 7% of FAST viewers skipped commercials. In fact, 75% of respondents said they enjoyed a healthy mix of content with and without ads. With such openness to viewing ads and highly granular viewing audiences, FAST channels are perfect for effective and targeted advertising. New channels galore. One thing that FAST services have discovered is that there is a CTV audience for every type of classic show. It’s easy for FAST streaming services to curate and launch genre-specific channels quickly, ensuring flexibility to respond to viewers’ changing throwback obsessions. This is why a viewer can binge on 31 seasons of The Bob Ross Show on at least five FAST services in the US. Cord-cutting, subscription fatigue, and cost-cutting. You may have heard about cord-cutters: the people who’ve cancelled a cable or satellite TV service in favor of a paid streaming subscription. But in recent years, audiences are now finding themselves with a sometimes-pricy stack of premium streaming subscriptions. 84% of Americans report having subscription video-on-demand (SVOD) services, and most Americans with streaming subscriptions pay for at least three services. All these subscriptions add up, with an average annual price tag of $552 in subscription costs. The pendulum is now swinging in the other direction: consumers are reducing (or eliminating) their ad-free streaming subscriptions and opting into FAST channels. A 2024 study found that 37% of subscribers were paying for fewer streaming services than they had a year ago. “Because of what’s happening in the economy, where there’s more inflation, people are being more price-conscious. What FAST channels allow people to do is get more content without the price,” as VAB’s Danielle DeLauro told The Current recently. Deloitte’s 2023 survey of 3,500 consumers found that a cost increase of just $5/month would make 55% of Gen Z viewers and 45% of Millennials cancel their favorite streaming subscription. For viewers like these, FAST channels are a welcome alternative. Ready to learn more? At Verve, we’re here to help you monetize whatever kind of inventory you have, and to reach viewers wherever they are. We support AVOD for video-on-demand channels on our over-the-top (OTT) platform. For live channels on our OTT platform, we support live linear TV and FAST channels. Plus, we offer support for…
Why CTV will be the channel to watch in the 2024 US elections
The 2024 US election cycle will look unlike any that have come before it, right down to the ways in which political advertisers will reach and influence voters. While past election seasons have been defined by new and deeper investments in mobile and social channels, 2024 is poised to be the year connected TV (CTV) reshapes the political landscape, particularly among regional advertisers.
Addressability in CTV: In conversation with Davide Rosamilia, ID5’s Director of Product Management
The CTV space has historically positioned itself as primarily branding-focused. As the industry matures, this approach is no longer sufficient. A significant shift is taking place, especially in how users engage in transactions through CTV. Open Measurement (OM), extended to support television for viewability purposes, is a crucial aspect of this evolution.
Jounce Media and Pixalate recognize Verve’s programmatic excellence
We’re embarking on the all-important back-to-school season, which can be a good indicator for how brands and marketers will spend in the coming months (check out this article to see how North American brands may fare). While those of us in marketing, media, and related industries are constantly looking at numbers and forecasts, we are equally as focused on year-round learning and performance. And just like we did when we were young, we want that 100%, A+ or other mark that shows you perform at a high level. It’s one thing for Verve to grade itself as being at the top of the class; it’s another thing — and a better thing — when the experts of our industry tell us. With that in mind, here are two ad-tech “teachers” who gave Verve some great grades. Jounce Media Jounce Media is one of ad tech’s most authoritative voices in programmatic supply chain management. It is trusted by the world’s largest marketers, media companies, and advertising technology platforms to enable high efficiency programmatic trades. This July, Jounce Media released a benchmarking report that collected supply chain data across more than 1.3 million websites, 720,000 mobile apps, and 36,000 connected TV apps to more deeply understand the ways in which buyers and sellers transact with one another. The report showed that Verve is the leader in providing premium mobile app supply, ensuring quality ad experiences at a lower cost. And if that wasn’t enough, Jounce Media also showed how and where Verve ranked in quality CTV supply. The report showed how Verve’s CTV quality is better than the competitive set with identical reach. Pixalate Pixalate’s global ad fraud intelligence and marketing compliance platform helps prevent invalid traffic and improve ad inventory quality. Anyone who’s anyone in ad tech sees Pixalate’s SSP Market Share Reports — they rank programmatic advertising sell-side platforms (SSPs) by estimated market share for key CTV and mobile platforms. In Pixalate’s Mobile Sell-Side Platform Market Share Q2 2023 Report, Verve led the entire North American market for both Google and Apple App Stores. This comes on the heels of Pixalate’s Mobile Sell-Side Platform Market Share Q1 2023 Report showing Verve leading North America with 12% market share for Android apps and EMEA with 13%. Verve is true to your school when it comes to delivering products and services that don’t just make the grade, but exceed expectations. Ask your Client Service Manager about what Verve can do for you.
User acquisition on CTV for games and apps: What marketers need to know in 2023
Game and app marketers are looking at connected TV now for performance, but there is a lot of confusion in the market about CTV’s role. How can apps and games tap into this high-attention, high-viewability channel? How will it fit into their marketing mix? What are the challenges and potential solutions? Verve’s CTV performance team experts share our latest discoveries about this exciting new approach to user acquisition. Definitions: Linear TV vs. CTV vs. OTT Because CTV is a new performance channel for mobile apps and games, some marketers need help understanding the terminology. Let’s set the context from the start: Linear TV is traditional broadcast television with scheduled programming. Ads are served during predefined commercial breaks and sold in advance, usually as part of a bigger campaign. CTV (Connected TV) refers to internet-connected devices used for streaming video content, such as smart TVs, streaming boxes (e.g., Roku, Apple TV) or gaming consoles. CTV provides personalized, on-demand viewing without traditional commercial breaks. CTV allows for programmatic ad buys. OTT (Over-The-Top) is internet-based video content delivery, bypassing traditional TV providers. It includes services like Netflix, Hulu, and Amazon Prime Video, accessible on CTV devices, smartphones, and more. OTT provides on-demand content with subscription or ad-supported models, revolutionizing TV consumption. CTV is a subcategory of OTT. Why use CTV for performance marketing now? For a marketer looking to drive installs, turning to CTV for performance just makes sense: buyers’ attention is shifting from traditional linear TV toward connected TV. As of last year, 92% of US households are reachable on CTV. Data from 2023 shows that 42% of game discovery can be attributed to streaming ads. Marketers should always follow the consumers. Consumer attention is shifting more and more from traditional TV to connected TV and on-demand streaming. The rapid growth of FAST (free ad-supported streaming TV), SVOD (subscription video on demand), and AVOD (ad-supported video on demand) makes this transition much easier, even eating up some attention from the UGC (user-generated content) on social media. Alexei MoltchanDirector of Product Management and Innovation, Verve While TV has been primarily a brand channel for publishers, CTV’s advantages make it a compelling option in the mobile marketing mix as a performance channel. Leveraging CTV in campaigns isn’t restricted to big brands with hefty marketing budgets like is often true for linear TV. Although CPMs from CTV are comparable to those of traditional TV, the impression quality often exceeds that of traditional TV CPMs. How does CTV fit into the mobile or gaming marketing mix? There are strong signals in the market of CTV being a channel for driving incrementality and working as an amplifier for other channels. Rather than driving direct installs, connected TV has proven as a powerful tool to move users down the funnel where they convert via other channels, as evidenced by the MMP Adjust. Big screens with no skip option are expected to eventually lead to high impact. Now that it can be measured, we have a chance to evaluate CTV’s efficiency within the full funnel. Clara MarkovichEntrepreneur in Residence, Verve Isolating CTV from other channels and relying on last-touch attribution would be misleading because (so far) the ads are not clickable, and the advertiser has limited control over which channel is the last one to contribute to that install. Measurement and attribution Major MMPs are recognizing the market’s need to measure CTV performance for gaming and app user acquisition, and are moving forward with a solid roadmap of CTV measurement features, although at a different pace. User journeys come in so many shapes and sizes. Here are just a few common examples: An easy scenario with a QR code in a CTV ad, which works as a direct link to app store CTV ad seen, user searches on app store, which results in an install which according to last touch gets attributed to organic CTV ad followed up with a banner ad on mobile, which becomes the last touch This all brings us back to the fact that the only correct approach to measuring CTV performance is looking at it from the full-funnel perspective. Advertisers and vendors turn to look at custom signals and report on assisted installs, measuring incrementality and even MMM (media mix modeling). We recommend that advertisers analyze their existing install data attributed to specific channels — before launching a CTV campaign. This lets them compare and measure the uplift caused by CTV-driven assists and installs later. It is particularly important to note that not all MMPs have the capability to present assists from a full-funnel perspective. Brayan van BronckhorstSenior Solutions Consultant, Verve Simply ignoring the channel due to the measurement complexity might be a choice for new apps and games that haven’t seen enough growth via other channels yet. However, other channels gain traction and establish benchmarks, boosting the media mix with CTV can lead to more performance. How are measurement platforms supporting CTV measurement? Verve has tested most CTV-supporting MMPs while running campaigns for our partners. At this point we are able to advise on the best MMP options for CTV and are working closely with advertisers and MMPs of their choice to ensure the best possible quality of measurement. AppsFlyer, Adjust, Singular, Kochava, and Branch are all offering certain functionality to support their publisher partners in exploring the new channel, even though not all MMPs are created equal. In terms of features and pricing, Adjust now offers a CTV-specific dashboard as an add-on solution. Other notable measurement tools are the ones providing incrementality measurement (ex. INCRMNTAL) and media mix modeling (ex. MetricWorks). Creative is key: best practices for CTV ad creative The ad needs to be next-level compelling in order for the user to take action. Best practices: Unsure whether to invest more in CTV? Start by with adjusting existing creatives but keep in mind it may happen that web creatives will not perform the same way on CTV. Make the ad entertaining – after all, this is what…
Why ad podding is the future of CTV
Spending on over-the-top (OTT) TV advertising is expected to continue its meteoric growth in 2023, as advertisers look to keep pace with consumer viewing habits while capitalizing on new opportunities in addressability. At the same time, the OTT ad space is maturing from an ad bidding and delivery technology standpoint, opening up new opportunities for publishers to reduce inefficiencies and improve monetization. In this regard, ad podding is an important OTT concept for publishers to understand as they double-down on the growing opportunity. Let’s take a closer look at the basics — and benefits — of ad podding, and why seeking out partners that offer per-pod bidding can help publishers stay ahead of the curve in OTT advertising.
This holiday season, think about how your ad spend affects climate change
When Verve says “Let’s Make Media Better,” it’s not just lip service. Our actions matter.
