Neustar, Inc., a neutral provider of real-time information services, announced the expansion of its long-standing partnership with Tremor Video, the premium video marketplace elevating brand advertising effectiveness across all screens, to include precision targeting across desktop, mobile, and now, connected TV inventory.
Neustar’s omnichannel marketing offers Tremor Video clients an additional opportunity to reach consumers across multiple screens with the right message, at the right time. Neustar’s experience in authoritative identity gives marketers the ability to humanize the consumer journey by engaging with real people as they move across devices. Connected TV offers a unique opportunity for marketers because it hits the sweet spot between traditional linear experiences on the big screen, in the living room that marketers love, and the on-demand choice that consumers love and only digital video provides.
“CMOs can’t ignore the figures and steep rise in adoption of connected TVs,” said Michael Schoen, vice president of Marketing Services, Neustar (pictured top left). “Advances in targeting beyond demographics give advertisers a golden ticket in delivering a consistent omnichannel advertising experience to consumers. At this juncture in our partnership with Tremor Video advertisers are seeing real value in our authoritative audience data especially as digital video is rising rapidly and becoming part of the living room,” he added.
The robust partnership between Neustar and Tremor Video signals the increased demand by advertisers for a reliable approach to deliver precision targeting on connected TV inventory. Neustar AdAdvisor® Audiences provide marketers with the most trusted offline data sources for cross-platform targeting. These audiences are fueled by Neustar’s reliable, accurate, and continuously updated consumer segmentation information that supplies advertisers with the necessary data-driven insights needed to deliver personalized marketing with consistency.
“We’re excited to serve as Neustar’s partner on this initiative and be the first to offer this advanced connected TV targeting to our buyers,” said Katie Evans, senior vice president, Operations and Sales Strategy at Tremor Video. “Viewership on these devices continues to grow, with our own research showing that consumption often occurs during coveted primetime hours. There’s so much potential to reach consumers with powerful brand messages on CTV, and we look forward to helping marketers see the value in this screen.”
As the video advertising landscape continues to evolve at breakneck speed, advertisers are forced to evaluate the efficacy of their current customer engagement strategies.
Roughly one-third of Americans own connected TVs, and one-third of connected TV owners stream video to their TV daily, according to IAB research. In a nutshell, connected TVs are set to dramatically reshape the television viewing experience. With the uptick in digital video consumption, the potential for enhanced ad targeting is significant. Advertisers can serve better ads by using more accurate demographic data than was possible with traditional linear TV, in combination with aggregated and predictive behavioral and viewing habit data gleaned from set top boxes. With the consumer digital footprint being in constant flux, AdAdvisor® Audiences, part of PlatformOne™, empowers advertisers with data-driven insights needed for true one-to-one customer engagement.
CASE STUDY: AERSERV
AERSERV BOOSTS MOBILE VIDEO CTR BY OVER 146%
AerServ is a mobile video monetization platform. While the company has a strong focus on serving publishers, it’s also expanding the ways it empowers advertisers across mobile devices.
To help advertisers reach their target audiences with video at scale, AerServ needed more precision in its audience targeting, which in turn required accurate segmentation data. “Most advertisers lack the first party data to do audience-targeting in house,” said Andrew Gerhart, AerServ COO.
“To deliver for them, we needed reliable third-party data to help them verify device IDs and IP addresses, ultimately getting their brand message in front of the right people.” Wanting to build its brand through scalability and stellar results, AerServ knew it was time to find the right partner.
According to Gerhart, his team chose Neustar’s data because of its “fantastic reputation.” They started using it to help them respond to RFPs, employing both Neustar AdAdvisor audience segmentation and Neustar CRM onboarding. “We’d run requests from advertisers against Neustar data, corroborating device IDs and IPs and showing how we could deliver exactly the right audiences.”
Gerhart added that while media placement matters, audience matters more. “An advertiser may not have heard of some of the apps we recommend in their mix—remember, people jump from app to app all the time, and there are new apps built every day—but most are more concerned about getting relevant messages to targets. When the campaign delivers higher performance, that’s what really counts.”
Since joining forces with Neustar to grow its advertiser business through better audience targeting, AerServ has seen its in-app video inventory gain in appeal.
This example shows why. AerServ was running a national mobile video ad campaign for a leading mobile game developer. The goal was to increase brand awareness. Previous ad campaigns relied on more generic targeting techniques, such as day-parting and contextual targeting. They didn’t move the needle.
With increased competition from other mobile game developers, AerServ needed more sophisticated ways to target ads to the right user, namely audience targeting data combining accuracy and scale. Neustar was there to help.
With the ability to target over 16,000 audience segments across over 120 million US households and 220 million US adults, Neustar had both the precision and coverage to help AerServ reach its goals. AerServ chose to use Neustar’s demographic audience segments, which includes segments around age and household income. AerServ launched a successful eight-week mobile video ad campaign, targeting 18-35 year olds with household incomes of $50,000 to $100,000. Using Neustar’s audience data, the ad campaign yielded impressive results. Average CTR jumped by 146%, compared to past campaigns.
“Partnering with Neustar has been crucial to netting more agency sales,” said Gerhart. “It’s enhanced our current offering, and positions us to grow. We love the granularity of the Neustar segments, the integration was a breeze, and the UI is easy to use. Overall, a huge success.”