The CTV, or Connected TV, referring to televisions that can connect to the internet, is becoming a key tool for small businesses, allowing for more precise and data-driven advertising campaigns. Marketing experts discussed how CTV technology is enabling local advertisers to implement highly targeted and measurable campaigns, moving away from the traditional assumptions that once dominated television advertising.
A precise segmentation
Specialists pointed out that companies can now target consumers based on their identity, rather than relying on specific programs or genres. Identity resolution technology plays a crucial role, ensuring that ads reach the right people by connecting browsing data, devices, and households. This framework allows for much more refined and effective audience segmentation.
One of the advantages of CTV is its ability to measure tangible results after ad exposure. Techniques such as pixel tracking and visit attribution help advertisers connect their ad exposure with concrete actions, such as clicks or information requests. This type of analysis brings a level of accountability similar to that of other digital channels, giving advertisers a significant competitive edge.
Although adding layers of data can increase costs, it has been shown that, with the right partners, these expenses are often lower than those associated with traditional media. Additionally, a survey revealed that 80% of consumers are willing to see ads in exchange for free content, especially if they are relevant and personalized.
With these tools, local advertisers have the opportunity to transform precise targeting into real business results, reaching the right people and encouraging measurable actions. In this new era of advertising, there is no longer a need to guess what viewers want.