"Tubi is working with IRIS.TV, a contextual targeting company acquired by Viant last November, to tag much of its on-demand content for emotional or thematic content, using categories like "joyful" or "travel." The idea is that advertisers will be able to invest, at a more granular level, against inventory that is suitable for their brands and avoid TV that isn't."
"According to Mike Treon, head of connected TV strategy at PMG, tests using the feature suggest it can make programmatic CTV investments more effective. "In a fragmented CTV landscape, our clients want to ensure the intended target audience watches their ads. When our client's campaigns target IRIS-enabled data, we have not only seen superior lifts in upper funnel KPIs like ad recall and brand favorability, but also in outcomes including visits, sales, and return-on-ad spend," he said in an email, without providing specific figures."
"A campaign run by PMG client Carl's Jr last year, monitored by measurement firm Upwave, showed the use of IRIS.TV's contextual data led to ad recall increasing by five times, a 35% increase in restaurant visits and a 152% incremental sales increase."
Advertisers face abundant CTV supply, making it challenging for streaming platforms to capture ad spend. Tubi is partnering with IRIS.TV, acquired by Viant, to tag on-demand content with emotional and thematic categories such as "joyful" and "travel." The tagging enables advertisers to buy inventory more granularly and avoid unsuitable placements. Tubi says the approach gives buyers greater targeting precision and smarter use of a large content library. Tests and client campaigns using IRIS-enabled contextual data have shown improved upper-funnel KPIs and measurable lifts in visits, sales, and return-on-ad spend.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]