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Addressable Geo Fencing & OTT

November 12, 2021
August 16, 2023

Addressable Geo Fencing & OTT

Red Shark Digital

As part of Raleigh marketing companies' programmatic advertising abilities, Red Shark Digital offers businesses of all sizes advanced TV capabilities built for the scale of localization and personalization. These capabilities include nationwide addressable targeting, intent-based behavioral targeting, and granular demographic targeting for Over-the-Top (OTT) and Connected TV (CTV) inventory. OTT & CTV advertising Raleigh NC allows advertisers access to the most advanced solution. These three methods of audience targeting allow for getting the right message to the right person at the right time with the help of an advertising agency Raleigh NC.

What is OTT?

Over-the-top (OTT) delivers TV and video content directly from the internet. Consumers enjoy content on various devices, including Smart TVs, tablets, phones, laptops, and desktop computers. Unlike needing a traditional cable or a satellite provider to view content, OTT video runs on streaming or video-on-demand formats through popular and more affordable services like Netflix, Hulu, and Amazon Prime.

Since OTT refers to content providers distributing streaming media as a standalone product directly to online viewers, this bypasses:

  • Telecommunications
  • Multichannel Television
  • Broadcast Television

The rise of OTT viewership provides more meaningful ways for marketers to engage at the right time with the right target audience at the right moments—bringing together the targeting precision of digital with the high impact of TV viewership.

What is CTV?

A Connected TV (CTV) is a device that connects to or is embedded in a television to support video content streaming. CTV is very similar to programmatic OTT advertising because it connects to a device with internet capabilities, such as a set-top box or OTT device. All OTT content can stream through a CTV. These devices include:

  • Smart TVs
  • Gaming Consoles like Xbox and PlayStation
  • AppleTV
  • Google Chromecast

CTV ads can also target specific interests of viewers, whereas traditional tv ads are shown to everyone watching that particular channel, regardless of their demographics and specific interests.

3 Essential Targeting Methods

Navigating the world of effective targeting is a cornerstone of successful marketing. Understanding and mastering these methods, such as digital fencing, allows you to tailor your strategies and effectively connect with your desired demographic. Next, we dive into programmatic addressable geofencing, intent-based behavioral, and granular demographic targeting.

Utilize a Geofencing Advertising Platform

Our advertising platforms give Red Shark Digital clients a powerful solution to deliver advanced TV advertising to highly targeted audiences. These targets include the use of addressable geofencing. The geofencing advertising tactic is a location-based digital marketing tool that lets marketers send messages or deliver advertisements to a defined geographic area. With unmatched precision and scale, our OTT & CTV advertising Raleigh NC agency will use advanced tools to target OTT and CTV devices at the household level nationwide.

Intent-Based Behavioral Targeting

Intent-based behavioral targeting is also another unique feature we provide. It helps bring the precision of digital targeting to OTT/CTV with the ability to target users based on keywords, context, and other online behaviors. Raleigh marketing companies can decipher users' interests and needs by analyzing online activities such as searches, clicks, and engagement patterns. Pinpoint targeting enables personalized content delivery, ensuring that the right message reaches the right audience at the right time, amplifying engagement and conversion rates.

Granular Demographic Targeting

Granular demographic targeting takes advantage of numerous combinations of demographic variables to target your ideal audience. Focus on a broad audience or a specific demographic that would respond better to your message. This approach ensures that our digital advertising agency efforts resonate with distinct groups within our client's larger audience, tailoring your message to their unique preferences and needs. Understanding nuances like digital fencing allows you to craft campaigns that foster stronger connections and increase engagement.

Benefits of Using These Targeting Methods Together

  • Leveraging Connected TV Audience: With two-thirds of U.S. households accessing connected TVs, our advertising tools tap into this growing OTT/CTV landscape, enabling precise targeting.
  • Comprehensive Targeting: Integrating addressable geofencing, intent-based behavioral targeting, and granular demographic targeting ensures a holistic approach that leverages traditional and data-driven strategies.
  • Enhanced Audience Focus: Our preferred advertising platforms sharpen your audience focus as ad spending in OTT/CTV increases. Advertisers can utilize platforms and streaming services to deliver tailored messages to specific households and audiences.
  • Addressable Nationwide Targeting: A geofencing advertising platform allows businesses to identify their audience through marketing tactics and target them precisely using addressable nationwide targeting.
  • Growing Importance: According to eMarketer, 94 percent of advertisers plan to maintain or increase their CTV advertising budget. Wise investing is crucial, with projected ad spending in programmatic OTT advertising reaching $40 billion.
  • Maximized Budget Allocation: Given the forecasted $85 billion total TV ad revenue, diversifying marketing strategies through our three targeting methods ensures efficient budget allocation.
  • Tailored Messaging: Our approach provides the right message and reaches the right people at the right time, driving engagement and conversions with programmatic addressable geofencing.

Elevate Your Marketing Strategy With Raleigh Marketing Companies like Red Shark Digital

When working with Raleigh marketing companies, we aim to provide effective marketing strategies for business owners looking to grow their audience and enhance their marketing campaigns. Contact our advertising agency Raleigh NC today to learn more about our marketing services and how our digital advertising agency can help!

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