#marketing #AdRoll #Connected TV

AdRoll Introduces Connected TV Solution

AdRoll, a prominent player in the marketing and advertising sphere, has officially rolled out its Connected TV (CTV) solution aimed at refining full-funnel and multi-channel marketing campaigns. This development marks a significant leap for digital marketers and agencies seeking to integrate CTV seamlessly with their overall advertising strategies. The introduction of AI-powered targeting and optimization ensures that advertisers can effectively capture the attention of their target audience and reengage potential customers across diverse platforms including web, mobile, and premium streaming services.

As per eMarketer's projections, spending on CTV advertising is expected to climb by over 10% annually until 2027. Despite this growth, there exists a pronounced disparity between the time consumers allocate to CTV platforms and the proportion of advertising dollars directed towards them. AdRoll’s innovative CTV offering aims to bridge this gap by enhancing the targeting and measurability of advertising campaigns, making them more closely aligned with marketers' overarching strategies.

At the core of AdRoll's CTV solution is a partnership with Experian, integrating their Digital Graph which establishes a continuous link between households, individuals, and their digital profiles. This collaboration ensures that advertisers have access to accurate targeting and measurement capabilities over time. With a database comprising over 2,400 syndicated audiences derived from Experian’s identity graph, the solution significantly amplifies addressability for advertisers. As a result, marketers can directly engage high-intent consumers, thereby bolstering engagement rates within their CTV campaigns.

Additionally, AdRoll has teamed up with Cint to deliver brand lift insights that quantify the upper-funnel impact of CTV advertising. This partnership allows marketers to comprehend how their CTV campaigns enhance brand awareness and shape consumer perceptions. Kathryn Failon, Senior Director of Data Measurement at Cint, stated, “Our collaboration with AdRoll grants advertisers the insights they need on a daily basis, enabling them to gauge the actual impact of their CTV investments on brand awareness.”

George Castrissiades, general manager of CTV at AdRoll, emphasized the necessity for current marketing solutions to support both brand development and performance. He remarked, “With AdRoll CTV, we’re infusing AI-driven precision into this channel to help brands effectively connect with their target audiences across different screens, while ensuring transparency and measurable results.”

The new CTV solution provides access to an extensive selection of over 100 premium CTV publishers, including notable platforms such as HBO Max, Paramount, ESPN, and The Roku Channel. Marketers have the flexibility to initiate their campaigns through various execution options, which can be self-service, managed, or hybrid models. Moreover, the innovative BidIQ AI technology optimizes bids in real time, maximizing conversion potential across varying devices.

Roli Saxena, CEO of NextRoll, AdRoll’s parent company, commented on the alignment of CTV's cookie-free environment with their innovative vision. “As the industry navigates towards a future centered around privacy, CTV presents an ideal landscape for brands to foster audience engagement without compromising compliance or consumer trust.