Simplified Targeting Solutions for the Complexity of an Omnichannel Marketplace

Television has been a part of life for most people for their entire lives. For me, TV was scheduled and formulaic. From Saturday morning cartoons as a child to prime time shows in the evening as an adult, linear TV was predictable and simple. 

Fast forward to today and TV consumption is, to say the least, cluttered. Despite the abundance of choice and instantaneous access allowing for simple viewing, the proliferation of channels and overwhelming choice is resulting in families taking up to 25 mins to even find anything to watch, it’s not a surprise that CTV consumption is so fragmented. 

Add to this the fact we’re consuming content at the same time across a variety of digital devices and no wonder it’s so hard to reach the right audience, at the right time, in the right context, on the right screen! We know that marketers are excited about the opportunities CTV is creating, but it has also created a level of fragmentation and complexity that can make it difficult to navigate.

At Teads we have a history of taking billions of unstructured contextual data points and building highly effective advertising solutions for the Open Web. We’ve now taken that experience and brought it to the CTV environment, making sense of thousands of shows and creating simplicity for advertisers and agencies in the form of an Advanced Contextual CTV taxonomy. 

By combining our two solution sets in Open Web and CTV, Teads can target users by aligning contexts to create simplicity in the purchase. Whether it’s people reading and watching automotive content or individuals reading about holiday content and watching romantic holiday movies, Teads has you covered. 

But we, as humans, are more complicated than that and at times we may be watching a genre that is different to the context by which we’re reading about; at the same time! Think about the last time you were watching reruns of Friends. Were you also reading about Joey and Monica, or in fact were you reading about something completely different?

For this reason, Teads has developed OmniChannel Insights by utilizing our knowledge of what people read and what they watch. By grouping together household consumption and then targeting the presence of an audience demographic within the household, Teads can inform you what contexts to buy on both CTV and Open Web to maximize your chance of reaching that demographic. 

So, if you’d like to learn more about Teads Advanced Contextual Targeting please reach out to your local Teads representative or contact us here.

Authored by James Colborn, Global VP, Data