GroundTruth Goes Deeper on OTT/CTV Audience Targeting

Location intelligence provider GroundTruth today announced the full rollout of its newest connected TV (OTT/CTV) ad targeting and attribution technology. This is powered by GroundTruth’s signature geo-contextual and audience targeting tech, and extends it to the video platforms that occupy consumers’ living rooms.

This plays out in a few ways, including ad targeting and attribution. For the former, digital video advertisers can target audience segments that GroundTruth has assembled based on consumers’ real-world behavior. In other words, it has robust consumer profiles based on where consumers go in the physical world.

As for attribution, Groundtruth helps those same digital video advertisers determine what real-world behavior results from their CTV ad delivery. This is particularly valuable, given the longstanding data gap that sits between television advertising and offline commerce. GroundTruth is connecting those dots.

“We’ve been giving digital marketers the ability to understand the impact their mobile ad campaigns have on consumer behavior for over a decade using key business outcomes such as visits to a physical location,” GroundTruth COO Eddie Dingels told Localogy Insider. “We’ve taken that same approach and applied it to CTV/OTT advertising, which is powered by GroundTruth Blueprints, our proprietary mapping technology that contextualizes offline behavior.”

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Proof Points

To validate much of the above, GroundTruth reports results from pilot implementations of its CTV platform. These findings span high-value local vertical categories including retail, auto, and restaurants. And they reveal a combination of CTV user behavior, as well as advertiser ROI in targeting/tracking CTV campaigns.

Here are the highlights:

— 65% of in-store shoppers are streaming entertainment on third-party apps

— Luxury brand millennial shoppers are consuming 20% more CTV content than average, representing three hours of their day. They shop at brands like LuluLemon, Adidas, Aldo, Abercrombie and Fitch.

— Tech-savvy shoppers are consuming 60% more CTV than average. That’s about four hours of their day. They shop at brands like Apple, Samsung, and Tesla.

— Retail and restaurant-goers are consuming 25% more CTV than average. representing three hours of their day

— A leading automotive group ran several CTV ads along with their mobile campaign using geo-contextual auto intender audiences. Focused on reaching consumers who had recently visited luxury dealerships, the campaign generated nearly two thousand visits at an average rate of $18 per visit — a 41x ROI.

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Opportunity Gap

All of the above comes at a time when OTT/CTV continues to grow. 75 percent of U.S. households have some form of CTV. The IAB meanwhile reports that 45 percent of consumers who regularly watch online video tune into ad-supported services. But brands are only spending 4 percent of ad budgets on streaming.

The gap between those supply and demand curves represents ample opportunity. And if that gap is to be closed, it will require better targeting and attribution capabilities for advertisers. Their data needs have been quenched by online media so the bar is set high for ROI analytics. This is where CTV needs to catch up.

In some ways, this makes CTV analogous to mobile advertising’s position circa 2009. A few years into the iPhone’s market tenure, mobile usage and consumption were beginning to inflect, but the ad dollars hadn’t yet followed. Again, this is about the opportunity gap between demand excess and supply constraint.

Amplifying that opportunity, the death of the browser cookie and other online/mobile advertising restrictions will compel alternative and innovative audience targeting strategies. GroundTruth appears to be skating to where that puck is going, while applying and re-deploying its existing geo-contextual audience tech.

“This gives video advertisers the ability to understand how effective their CTV campaigns are at driving real business growth which goes well beyond traditional TV attribution capabilities such as impressions and demographic information,” Dingels told us. “Blueprints is the same technology that powers GroundTruth’s geo-contextual targeting, allowing marketers to implement advanced audience targeting strategies based on where consumers are during a specific time and location, and the places they’ve visited. By extending the ability to more precisely drive and measure visits, marketers can harness these same capabilities across their entire media mix.”

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