Back-to-School: Reaching Students and Families in the Streaming Era
Welcome back to the Think Inside the Video newsletter, where we explore the ever-evolving streaming TV landscape and how the advertising industry can use AI and contextual intelligence to reach the right viewer at the right moment.
As the back-to-school season kicks off, understanding how to connect with students and families through streaming platforms will be crucial for a brand’s success this fall.?
What exactly is connected TV? It’s television you watch that can also connect to the internet for streaming through your smart TV, Roku, AppleTV, and more, also known as CTV. Our CMO, Rohan Castelino, breaks down the ins and outs of CTV advertising in Explain It To A Teenager.
Imagine you’re watching your favorite show on a streaming app, and an ad pops up that feels like it was made for you—maybe it’s about the latest sneakers or a new laptop you want. That’s not a coincidence; it’s contextual advertising, which means the ads you see are selected based on what you’re watching at that moment. If you’re streaming a show about school, you’ll see ads for backpacks or sneakers because you’re more likely to buy them then.
Contextual advertising on CTV goes beyond simply placing ads based on demographics; it leverages AI-driven tools to analyze the content being watched in real-time. AI will analyze the video content frame by frame, which allows advertisers to create target groups based on content segments (i.e., a visual of someone playing sports provides a good opportunity for a sports ad).?
At IRIS.TV, we’ve built the infrastructure, content identifiers, and data marketplace to enable contextual targeting with precision at scale in CTV, by creating unique content IDs for every video that are universal across all streaming platforms.
Whether it's aligning ads with back-to-school specials or educational programming, AI-driven tools can help brands achieve greater precision and relevance, maximizing the impact of their campaigns during this critical season.
GumGum: Reaching Consumers When They Are Watching the Content They Love
GumGum’s contextual intelligence technology, Verity?, scans text, image, audio and video to derive human-like understandings. As a member of IRIS.TV’s contextual data marketplace, Verity can apply its AI solutions to CTV, enabling advertisers to target viewers when they are watching programming that aligns with their interests.
Learn more about GumGum’s Verity from CEO Phil Schraeder
Reticle: Reaching Consumers with Emotional Resonance
Reticle is an AI system specializing in emotional comprehension and expression. As a member of IRIS.TV’s contextual data marketplace, Reticle analyzes all IRIS-enabled supply partners' content, classifying it into emotional categories. Brands use Reticle’s data to match an ad's emotional intent with placements where audiences are most receptive to that emotion.?
Learn more about Reticle from Co-founder Josh Rosen
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Sightly: Reaching Consumers That Share Your Values
Sightly is a leader in real-time marketing and intelligence, driven by each brand’s unique perspective, opinions and outcomes. As a member of IRIS.TV’s contextual data marketplace, Sightly’s Brand Mentality? platform, allows marketers to use their brand’s unique DNA to target relevant, brand-suitable video inventory across thousands of IRIS-enabled supply partners and hundreds of billions of monthly video impressions via the IRIS_ID.
Learn more about Sightly from VP of Partnerships Annalise Curvelo
Explore our deal library and seasonal IRIS-enabled PMPs
School has started, pumpkin spice is in the air, and it's not too late to start your video-level contextual CTV campaigns.
Hotspex Media
1 个月Thanks for sharing!