Teads' Natalie Bastian On How Brands Are Making Use Of CTV Data
In this video from our series "CTV By The Sea" (sponsored by LG Ad Solutions) Teads' Global Chief Marketing Officer, Natalie Bastian lays out the many ways that brands are making use of all of the data that is now available to them on CTV.
NATALIE BASTIAN: The beauty of creative within TV is the video. Video is King, is Queen, depending on how you look at it. That is the ultimate way to connect with consumers. Because you have the ability to combine sight, sound, and motion to build a relevant creative and customize it, based on where the ad's serving and who you're looking to reach. That's the ultimate way, the most effective way, to truly connect, and the measurement behind video is continuing to advance as well. So helping marketers and agencies know: Is the creative working? Is it driving action? And what that action is.
The combination within how to prepare for a connected TV buy or, when you're looking at your connected TV strategy, the combination of data, creative, and measurement is where you—all the three areas of consideration—whether you're looking at planning, buying, and then reporting as well. So first looking at the data set that you have. Understanding whether it's first-party data, the combination of third-party data to help expand the reach and transparency of who you're reaching. Taking that in consideration of what media you're buying, so whether it's channel, OEM, location-based, and then who you're looking to reach, where you're looking to reach, and that's where the creative customization really comes into play.
But the only way to understand how that works is understanding who's paying attention to it, so going beyond viewability and using attention, for an example, of, you know, you can think about an ad as a consumer, like "Oh, I saw that but did I pay attention to it?" That's a step further. And using that data in CTV and digital to help understand the effectiveness of your ad, and then combining that with attribution measurement to understand what type of action was driven, so what outcome. So whether it's brand level, or did you build awareness, is there comprehension to that creative, and then beyond that, was there action that was driven as well?
