The Addressable TV Guide: Extend Your Reach with Household-Level Targeting

Welcome to The Addressable TV Guide! This is part 3 where we will dive into the audience targeting strategies made possible with today’s Addressable TV solutions. Come back next week for part 4 where we will explore measurement and attribution.  

To catch up on other posts in this series, visit our Addressable TV hub.

Data-driven advertising is nothing new – for decades, advertisers have had access to a wide range of third-party audience segments, in addition to their own first-party customer data, allowing for more precise and accurate targeting across digital media. Yet until recently, TV advertisers were limited to demo- and genre-based targeting to reach audiences.  

Advertisers previously bought TV media based on demographics, such as adults aged 18-54, or viewers of certain types of programming, like reality TV. However, with the latest audience data solutions, advertisers can use targeting strategies, like those typically applied to digital media, on their advanced TV campaigns. And although the technology is still relatively new, audience-based strategies have already demonstrated tremendous value to advertisers’ advanced TV campaigns. 

To help you get started, we’re sharing a quick overview of how advertisers can leverage first- and third-party data for their Addressable and CTV campaigns.  

Activating Your First-Party Data 

Today’s advertisers understand the importance of first-party CRM data, and as a result, they are constantly seeking new and better ways to activate their data. Through Cadent Aperture platform, advertisers can quickly onboard and match their CRM data to create audience segments – often in as little as 15 minutes. These segments can then be activated to reach the right viewers across Addressable TV households. Further, once you have onboarded your CRM data, it remains easily accessible through Aperture Audience Studio.  

By reducing the time needed to onboard first-party data, advertisers can execute campaigns with greater agility, all while the data is still timely and relevant.  

Selecting Premium Third-Party Data 

Using first-party data alone may not deliver the scale advertisers require. By layering data sources, advertisers can reach even more of their target audience. With Aperture, advertisers can combine first-party data, third-party data (like demographic, behavioral, or purchase-based data), and leverage our lookalike modeling capabilities to expand the audience size, to maximize reach while maintaining the desired audience attributes.  

When selecting third-party data for Addressable TV activation, look no further than Aperture. Aperture Audience Studio gives advertisers access to over 70,000 pre-made audience segments from more than 35 industry-leading data providers. 

To learn more about audience targeting capabilities possible with Addressable TV, download our new guide.