WHAT IS CONNECTED TV ADVERTISING?
Connected TV (CTV) advertising refers to ads served on a smart TV or any internet-connected device that can access premium streaming content. In addition to smart TVs, CTV ads can be viewed on other devices including laptops, smartphones, tablets or TVs connected to over-the-top devices.
CTV Advertising IS CRITICAL IN ANY MEDIA STRATEGY
Viant can help you deliver meaningful messaging and build long-term customer connections to households — the level at which most purchasing decisions are made. As more people move away from (or never use) cable TV their entire lives, Connected TV advertising is no longer a “nice to have” piece of a media strategy. Today, it’s all but required.
CONTROL REACH AND FREQUENCY WITH SCALE BY USING CTV ADVERTISING
Access quality over-the-top (OTT) and CTV inventory with unparalleled reach. Partnerships with the industry’s top suppliers and fraud-protection solutions, including DoubleVerify and IAS, ensure your ads aren’t subject to fraud and appear only alongside premium programming.
Leveraging the Viant® Household ID™, enables accurate reach and frequency management at the household level for seamless activation and holistic measurement across critical channels including CTV.
Tie CTV Advertising to Real-World Outcomes
Connected TV (CTV) is a cookieless channel, but for many other demand side platforms (DSPs), third-party cookies are needed to tie CTV ad exposure to consumer actions taken on other devices. Viant’s DSP has never relied on cookies.
Match household CTV ad exposures to actions taken on other devices to understand the real impact of your ads on driving conversions.
Measure incremental online sales that occurred after CTV ad exposure to evaluate the effectiveness of your advertising.
See the return on ad spend (ROAS) of your CTV campaign alongside all other channels.
How a Public University Drove Conversions with CTV and Digital Audio
Discover how one of the largest U.S. public research universities leveraged Viant to prove the effectiveness of the upper-funnel and cookieless channels on driving site traffic.
220% OVERALL INCREMENTAL LIFT
189% INCREMENTAL LIFT FROM CTV
283% INCREMENTAL LIFT FROM AUDIO AND PODCASTS
LEARN MORE ABOUT VIANT’S CONNECTED TV ADVERTISING SOLUTION
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