In their collaboration, the two companies will aim to create next-level audience discovery segments, combining location and OTT viewership data to allow marketers to target consumers across channels based on a union of their data sets.
Using these new audience segments, advertisers can reach consumers based on TV programming, films or music they stream online and the places they visit in the real world. These identified consumers could then be targeted with campaigns designed to speak to their specific behaviours and preferences, across the programmatic digital media landscape.
In a use case, the companies say that an auto manufacturer, might use a segment like ‘Automobile Buyers That Stream OTT’ to reach cord-cutters who have recently been observed at auto dealerships – what they say is a strong indicator that they are in-market for a new car – with ads promoting their new 2019 vehicle line-up. Taking the strategy a step further, that same auto dealership might use the more targeted segment, ‘Automobile Buyers That Stream Family Television on OTT’ to specifically promote a family-size SUV.
“The ability to target consumers in increasingly unique ways is a hallmark of a rapidly evolving data ecosystem,” explained Gravy Analytics founder and CEO, Jeff White. “We know that where people go and what they do are huge indicators of their likely consumer preferences. Working with PeerLogix to overlay their OTT viewership data, we can now offer advertisers an even more precise description and segmentation of their targeted consumers.”
PeerLogix CEO, Ray Colwell added: “OTT viewership is growing at an exponential rate. With television consumption habits moving from linear to digital, PeerLogix is in a unique position to offer catalogued viewership data as a targetable behaviour, allowing advertisers to leverage this data in their digital media campaigns. We are thrilled to offer this data in partnership with Gravy Analytics’ unique ability to target based on real-world location data – creating even deeper levels of audience identification and value for advertisers of all kinds.”
Gravy Analytics and PeerLogix are initially releasing 27 pre-defined, hybrid, digital advertising audiences with plans to create additional segments in the future, based on advertiser use and requests. The partnership is powered by LiveRamp, a provider of omni-channel identity resolution, and its data Innovators programme. – Rapid Tv news