Vericast, a leading marketing solutions company that delivers actionable insights and operational expertise at scale, is announcing enhancements to its Connected TV (CTV) solution from its Valassis line of business. The upgraded features empower brands to reach their ideal audiences through proprietary customer data, a unique Household Connect approach and dynamic creative personalization.
Household Connect is a key element of the Valassis Consumer Graph, which uniquely links data to a digital household in a manner that respects consumers’ privacy choices. This powerful approach is what enables Vericast to tap into billions of behavior and location signals to identify high-intent consumers across 120 million households for its Valassis CTV solution. This industry-first approach to creating digital households also allows CTV campaigns to drive real business results.
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“Today, brands should take full advantage of CTV to amplify their campaigns, tapping into the channel’s increasingly powerful and effective targeting capabilities and high engagement”
For example, when onboarding a customer’s first-party data, brands can quickly and accurately create an addressable audience, achieving up to an 80% match. After engaging this audience across top CTV platforms and over-the-top (OTT) channels, the company can tie ad frequency to real-world performance through a unique, closed-loop, matchback analysis.
In addition, brands can boost engagement by delivering high-impact, dynamic advertising that cuts through the clutter with relevant content based on customer demographics, nearest store location, interests, the weather and more.
“Today, brands should take full advantage of CTV to amplify their campaigns, tapping into the channel’s increasingly powerful and effective targeting capabilities and high engagement,” said Michelle Engle, Chief Product Officer, Digital Marketing & Technology Solutions at Vericast. “There has been a paradigm shift from traditional TV to streaming services with our data showing that 70% of U.S. adults are currently using streaming services. We have seen incredible growth with our rich intelligence and innovative features making CTV ads shoppable. Further, the valuable campaign insights we provide feed into future programs.”
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Additional features include:
- Automated content recognition: Allows marketers to retarget audiences (via social media, display or offline channels) from a brand’s current TV ad during or after ad exposure to increase campaign effectiveness.
- OTT exposure retargeting: Enables brands to retarget anyone who has been exposed to a CTV or OTT advertisement.
- Ad fraud monitoring: Includes pre-screening and incorporation of Interactive Advertising Bureau (IAB) spiders and bots’ lists, IP blocking, elimination of excessive impressions and abnormal activity and removal of fraud due to suspicious activity.
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