In recent months, the cord-cutting movement has been accelerated with the total number of U.S. households surpassing 20%. Instead, viewers are opting for free ad-supported TV services (FASTS), which presents a new opportunity for marketers. And advertisers are trying to understand the best ways to leverage the platform, to ensure their TV dollars are working as hard as possible.

TVREV recently talked with Joao Machado, SVP Marketing at CTV platform Sabio Inc, to discuss the shift to streaming TV and the important role mobile-app data is playing in brands strategies.

What is the appeal of CTV?

CTV is a “best of both worlds” type of situation. It offers advertisers the same power and prestige of the TV screen, while trading in Nielsen metrics for the precision targeting and measurement capabilities of digital that can be mapped back to real business outcomes. And early studies have already shown consumers are more receptive to ads viewed through OTT platforms, with 72% of viewers recalling ads. Additionally, advertisers can rest easy knowing that, for the most part, their ad is being seen, with in-market CTV viewability solutions driving rates as high as 98%. 

What role are apps playing in the CTV ecosystem?

Apps are at the epicenter of everything, and today's connected consumers use those apps not only on mobile, but to access connected TV content. That’s why it’s essential that advertisers analyze the cross-platform app ecosystem, locations, and other consumer behaviors to gain deeper insights about an individual's interests, affinities, and life stage. 

How can app intelligence be applied to CTV?

One of the big things app intelligence is currently powering is the ability to match device IDs to households, which helps build custom audiences that result in greater relevancy and improved targeting. This ensures a well-rounded, 360-degree view of consumer behavior and viewership habits. It also enables advertisers to create storytelling narratives for consumers that leverage multiple platforms, sequential messaging, and frequency capping to truly optimize the ad experience.

What role are phones playing in the path to purchase?

It’s also important to note that while the industry currently anchors onto the term Smart TV, they are really only connected devices and are years away from being transactional. And similar to how many consumers are on their phones while watching TV, consumers continue to use their smartphones to carry out purchases - even when those purchase decisions are driven by TV ads.