CTV Ads Targeting Evolves

Background: CTV ads are a form of advertising that appears on streaming services and smart TVs, offering local businesses a way to reach their target audience with precision. Many local businesses, including coffee shops, hair salons, pet groomers, and fitness studios, use CTV ads to increase brand awareness and drive sales. The platform provides a range of targeting options, including demographic, interest, and behavioral targeting.

What changed: The latest update to CTV ads introduces scene-level targeting, enabling businesses to target specific scenes within a TV show or movie. This means that a coffee shop can now target ads to appear during scenes featuring coffee or breakfast in a TV show. The update provides more granular control over ad placement, increasing the likelihood of reaching the target audience.

Why it matters: Scene-level targeting can significantly impact a local business's ad spend and revenue. By targeting specific scenes, businesses can ensure that their ads are seen by people who are most likely to be interested in their products or services. This can lead to higher conversion rates, increased brand awareness, and improved return on ad spend.

Niche breakdown: A hair salon, for example, can target ads to appear during scenes featuring haircuts or beauty treatments in a TV show. A coffee shop can target ads to appear during scenes featuring coffee or breakfast. A pet groomer can target ads to appear during scenes featuring pets, while a fitness studio can target ads to appear during scenes featuring exercise or fitness. Each niche can benefit from scene-level targeting in unique ways, depending on their specific products or services.

What to do: To take advantage of scene-level targeting, local businesses should review their current CTV ad campaigns and update their targeting settings to include scene-level targeting. They should identify specific scenes that align with their products or services and adjust their ad creative to resonate with the target audience. Businesses should also monitor their ad performance closely and adjust their targeting settings as needed to optimize their ad spend.