Smart TV Audiences Activate the Largest Set of TV Viewing Data to Create Higher Performing Campaigns
Lotame, the universal cross-device data management platform that is humanizing the consumer decision journey, today announced a new solution to deliver high-quality TV audience segments — Smart TV Audiences — which empowers brands and agencies to reach and engage with television viewers across digital devices. Marketers can leverage it to identify audience attributes based upon actual TV viewing behaviors, and target those television viewers across digital devices.
“We are witnessing TV’s golden age. The record adoption rate of connected Smart TVs, combined with Nielsen’s latest announcement that 50% of all US households now subscribe to video on demand, shows that the final barrier between TV and digital is breaking,” said Andy Monfried, Founder & CEO of Lotame. “Marketers can leverage this TV viewership data to reach audiences more effectively by delivering consistent messaging across all screens.”
With this solution, Lotame collects rich television viewership data, including program, genre, time of day and network, flowing from millions of Smart TVs across the United States. Applying its proprietary device matching technology, Lotame connects Smart TVs to mobile devices, desktops and laptops, allowing advertisers to reach unique TV audiences across any screen on which consumers engage.
“Lotame’s TV segments give us an ability to scale TV audience segments beyond TV, into connected TV, mobile, desktop, or various iterations of VOD,” said Randy Cooke, VP Programmatic TV at SpotX. “We’re excited to offer them to our clients looking for actionable cross-screen insights.”
“Delivering true sequential messaging across devices is critical,” said Targeted Victory Co-Founder Michael Beach. “Lotame’s Smart TV Audience Segments will help Targeted Victory deliver on our commitment to reach target audiences as they move between screens, and will further enable our clients to take a truly screen-agnostic approach to media buying. We’re thrilled that in the height of this election season, our partner Lotame is enabling us to leverage viewership data from Smart TVs and activate it across the digital ecosystem.”
The TV viewership audiences will be available for purchase in DSPs and platforms, including Google’s DoubleClick Bid Manager, The Trade Desk, Tremor Video, Turn, Videology and Yahoo’s Brightroll.
“Lotame offers an unmatched level of accuracy and scale,” said Abbey Thomas, SVP, Entertainment and Automotive, Tremor Video. “As our buyer platform clients look to reach consumers across all screens, as well as complement their TV buys, these audience segments help them target today’s fragmented consumers more successfully than ever before, by tapping into viewership behavior previously unavailable to marketers.”