Maximizing CTV Ad Reach With Multi-Device Targeting

As more and more viewers shift towards CTV and OTT streaming platforms, advertisers are starting to realise the potential of these platforms to reach a wider audience. However, in order to maximise reach, advertisers must employ a multi-device targeting strategy.

Multi-device targeting refers to the practice of reaching audiences across multiple devices, including smartphones, tablets, laptops, and CTVs. This is especially important when it comes to CTV, as viewers often switch between different devices when watching content. By targeting viewers across all of their devices, advertisers can ensure that their message is being seen by the right people at the right time, no matter where they are watching.

One key benefit of multi-device targeting is the ability to reach a broader audience. According to a recent report by Nielsen, CTVs are now in 85% of all US households, and more than 60% of adults say they use CTV to watch TV. Additionally, eMarketer predicts that the number of US CTV users will grow to 213.7 million by 2024. By targeting viewers across multiple devices, advertisers can tap into this growing audience and increase their reach.

Another benefit of multi-device targeting is the ability to deliver more relevant ads. By collecting data on viewers' behaviours across all of their devices, advertisers can better understand their interests and preferences. This allows them to tailor their ads to each individual viewer, increasing the likelihood that the viewer will engage with the ad. In fact, a study by the Interactive Advertising Bureau (IAB) found that 68% of consumers are more likely to pay attention to ads that are relevant to their interests.

So, how can advertisers effectively implement multi-device targeting for CTV ads? Here are a few tips:

• Collect and analyse data across all devices. In order to deliver relevant ads, advertisers must first understand their audience. By collecting data on viewers' behaviours across all of their devices, advertisers can gain insights into their interests and preferences. This data can then be used to create targeted ads that resonate with viewers.
• Use cross-device targeting. Cross-device targeting allows advertisers to identify the same user across multiple devices. This can be done by using data such as email addresses, social media logins, or device IDs. By targeting the same user across all of their devices, advertisers can ensure that their message is being seen by the right person at the right time, no matter where they are watching.
• Use location-based targeting. Location-based targeting allows advertisers to target viewers based on their physical location. This can be especially effective for CTV ads, as viewers often watch content from different locations (e.g. home, work, on the go). By targeting viewers based on their location, advertisers can deliver more relevant ads that are tailored to their current context.
• Use retargeting. Retargeting allows advertisers to target viewers who have already interacted with their brand across multiple devices. For example, if a viewer visits an advertiser's website on their laptop, the advertiser can then retarget that viewer with an ad on their Connected TV. This can be a powerful way to keep their brand top-of-mind and encourage viewers to take action.
• Test and optimise. Like any advertising strategy, multi-device targeting requires testing and optimization. Advertisers should experiment with different targeting methods and messaging to see what works best for their audience. By analysing data and making adjustments, advertisers can improve the effectiveness of their CTV ads and maximise their reach.

In conclusion, multi-device targeting is essential for maximising reach and delivering more relevant CTV ads.

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