In this latest Thought Leaders Circle video, Mediaocean CRO Grant Parker explains why big brands are using dynamic creative versioning to hit different parts of their audience with different messages, without having to pay extra for targeted audience segments. That allows them to use CTV to get the broad, almost universal reach they want for their main brand message, while still achieving a heretofore unavailable level of customization.

Grant Parker: One place where we're seeing this approach to CTV has been with companies that have a really large consumer base they know they need to reach.

A good example would be an automotive manufacturer that also wants to do local market messaging. They need to have either a local offer or a connection to a dealer, and they want to do that in CTV at scale.

Mediaocean has advertisers who are now able to do that with thousands of different video versions.

What they are doing is they’re targeting a relatively broad demographic, potentially layering on some psychographic or demographic elements to the video versioning and then buying CTV that way.

Another example would be a company in the telco and tech space where you've got a really large potential audience. I once had an advertiser tell me, “We make smartphones— anyone with a face is our customer. As long as they can hold the phone up to their face, then they could potentially be our customer.”

So these brands want to be as broad as possible, but at the same time, they know that people have very different reasons, based on their demo and psychographics. as to why they would buy.

We've helped brands segment their audience from a creative perspective. They still buy their audience from a large scale, high level demo perspective, but with creative versioning, they get the same results as if they had done really expensive granular data targeting 

That means you can still get that right person, right message without paying all that money just to reach that ”right person.”