TV Is Targeted Too!

The growth of CTV as a programmatic campaign strategy is quickly changing the nature of television advertising as a marketing strategy. Historically, linear TV has been a mass-media outreach tool, targeting only the broadest demographic and interest groups.

Fast-growing and increasingly accessible, connected TV has many of the same advantages as linear TV, like virtually unbeatable scale and high-quality creative impact. However, CTV layers in the ability to refine reach by targeting niche audiences, using strategies that offer the same degree of accuracy and same granular reporting as any other programmatic campaign.

Location-based targeting is only the latest hyper-focused programmatic tactic making its way into CTV campaigns. Some geo-fenced audiences lend themselves very obviously to CTV campaigns, such as capturing movie theater visitors in order to promote new releases or identifying brick-and-mortar electronic store visitors in order to advertise the latest smart TV. However, with a little creativity, advertisers and agencies can create location-based CTV campaigns that target other premium, niche audiences, like visitors of a luxury auto dealership or families living in higher-income neighborhoods.