LAS VEGAS — Connected TV and streaming is abundant and streaming rates are exploding. So, why can showing the right ad to the right viewer be so difficult?
For Peter Crofut, the problem is about matching ad, content and context.
In this video interview with Beet.TV, the VP of business development for agencies and brands at Wurl, said more consumers are willing to accept advertising in exchange for lower monthly fees – but to make those ads effective, publishers and advertisers need to understand where their audiences are and ensure appropriate ad placement.
Matching ads to scenes creates ‘earned attention’
“Part of the challenge with CTV is understanding where your audiences are, not only where your audiences are, but making sure where the ad placement is inserted. And that can be a little bit tricky,” said Crofut.
Now advertisers and agencies are beginning to lean into contextual targeting to better understand their audiences and deliver personalized experiences.
Crofut and Wurl advocate understanding audience segments and the “tonality” of where a person is in the content. “We want to use the publishers’ metadata to say ‘this is what they’re watching, and this is what’s going to be more appropriate and relevant’,” he explained.
“So, you’re matching a happy ad with a happy scene versus the reverse. And doing that, you create what I would call earned or positive attention versus interrupting a consumer in a 30-second non-skippable environment on the largest screen in the house.” Misplaced ads, even great ones, can create “disruptive or negative attention,” Crofut warned.
Wurl plans CTV performance innovation
Acquired by AppLovin in 2022, Wurl has a “pipeline of innovation happening this year,” Crofut said. “We actually want to do the same thing (as AppLovin) and drive better outcomes and performance – similar to that, but within CTV.”
He predicts 2025 will bring better understanding and insight into free ad-supported streaming television (FAST) channels.
“I think that there’s a lot of talk about it, but not necessarily real understanding of how that can drive hyper-personalization and better experiences,” Crofut said.
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