Authenticated Audiences and why it's important for your ads

In today’s digital advertising landscape, Connected TV (CTV) has become an essential platform, merging the precision targeting of digital ads with the reach and storytelling power of traditional TV. CTV offers advertisers a unique opportunity to engage audiences with high-quality content in an immersive environment, producing results across the entire marketing funnel.

As consumer time on CTV has more than doubled in recent years, it’s clear that viewing habits are shifting. Linear TV is no longer the default; instead, people are embracing platforms like Roku, Amazon Prime, and Disney+ to watch what they want, when they want. For marketers, this shift makes CTV an invaluable tool for reaching consumers effectively.

The Rise of Ad-Supported CTV

What’s even more compelling is that **viewers are increasingly choosing ad-supported options**. By 2025, it’s projected that 49% of CTV users will watch free ad-supported streaming TV (FAST). This growing acceptance of ads on streaming platforms creates a powerful opportunity for brands to reach viewers with messages that go beyond standard display ads.

Example: Imagine an up-and-coming meal delivery service launching a new campaign. With CTV, they can target viewers who frequently watch cooking shows or food documentaries on ad-supported streaming platforms. By reaching this engaged audience on a big screen, the meal delivery brand can create a more impactful connection than they might with traditional banner ads.

Improved Targeting with Unified ID 2.0 (UID2)

Historically, IP addresses were the primary method for targeting households through CTV, but this approach has limitations as IP addresses vary in durability, consistency, and compatibility.

Enter Unified ID 2.0 (UID2)—a powerful solution that allows advertisers to target viewers consistently across CTV, display, and mobile channels, all while respecting user privacy.

UID2 not only enhances CTV targeting but also links ad exposure on CTV to conversions on other devices. This cross-device link is invaluable for marketers because, while a viewer might see an ad on their TV, they’re more likely to complete the purchase on a mobile device or desktop. UID2 helps connect these interactions, giving a clearer picture of how CTV campaigns influence consumer behavior.

Example:  Suppose an athletic wear company wants to run a campaign for its new line. With UID2, they can track a potential customer’s journey from seeing an ad on a CTV device to browsing the product page on a smartphone and finally making a purchase on a laptop. UID2 provides the essential bridge for showing the full impact of CTV ads.

Authenticated Audiences: CTV’s Advantage

One of CTV’s greatest strengths is its high rate of logged-in, authenticated users. This gives advertisers access to reliable first-party data, making it easier to identify and target the right audience. With UID2 based on first-party data, marketers can confidently connect viewers across different devices, creating a cohesive customer journey and improving ad effectiveness.

Example: For a local bank promoting its financial services, the authenticated viewer base on CTV allows them to target users who are logged in with their own profiles. Ads can then be tailored based on data such as age, interests, or financial needs, giving viewers relevant, personalized content that’s likely to drive engagement.

Key Benefits of CTV for Marketers

CTV provides numerous advantages for digital marketers looking to engage audiences more meaningfully. Here are a few standout benefits:

1. Enhanced Viewing Experience: With larger screens and on-demand, high-quality content, CTV captures viewer attention better than mobile devices. For example, a luxury travel brand can show stunning visuals of their destinations, creating an aspirational viewing experience that’s hard to ignore on a big screen.

2. Authenticated Users for Precision Targeting: With CTV, marketers have access to logged-in users, enabling more precise targeting and personalized ads. A fitness app, for instance, can target logged-in users on CTV who are already interested in wellness content, resulting in ads that feel relevant rather than disruptive.

3. Value Exchange and Engagement: CTV ads provide a value exchange—viewers access cost-effective content in exchange for ads. When these ads are well-targeted and personalized, engagement rises. For instance, a new streaming platform could advertise its exclusive content to viewers on ad-supported channels, leading them to sign up for premium memberships.

Making the Most of CTV’s Potential

Connected TV is more than just another digital platform—it’s a powerful tool that offers the precision of digital targeting with the reach and impact of TV. By using innovative technology like UID2 and leveraging CTV’s authenticated audiences, marketers can make real connections with viewers across devices and drive measurable results.

For brands aiming to captivate and convert, CTV represents a frontier with unmatched potential. SmartAdz specializes in CTV and can drive your conversions efficiently using the tools and experienced team it takes to get it done right.  Visit https://www.thesmartadzpeople.com for a free demo, or email us at info@thesmartadzpeople.com.