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Marketers cannot yet be sure who’s watching the ads in homes.

For efficient ad targeting, brands must deliver the right message to the right person at the right time. However, it can be difficult for media buyers to know which homes they’re reaching.

Since IP addresses change regularly, are assigned dynamically and addressing this is technically difficult, ad providers would have it wrong in most cases. The problem is compounded as it remains unclear as to who is watching these ads, leading to ad message being wasted.

The author suggests that to address CTV ad targeting challenges, they invest spends in ads for products that will do better when delivered to home screens. Advertising higher-cost items like family vacations and vehicles could take prominence since these would involve more than one household member’s input.

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[2 minute read]

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