We live in an age of unlimited options for consuming video content, and this abundance of options has led to increased viewing. Total video viewing across all screens is on the rise, but no single medium has benefited more than digital — with total digital viewing growing over 250%, in the past 4 years, according to IAB Video Landscape Report November 2016.
A universal challenge for all marketers is effectively delivering their messages to audiences that are increasingly fragmented. Players across the ecosystem are innovating to solve this issue. One solution we’ve seen to be especially effective is 1-to-1 live TV retargeting. We’ve partnered with Alphonso to offer this new strategy to brand marketers. Recently we invited the CEO of Alphonso, Ashish Chordia, to join our clients for an intimate event to share how the company has been able to bring creativity, innovation, and success to a variety of advertisers.
Speaking to a packed room of 30 advertisers in New York, Chordia outlined how Alphonso creates new opportunities to connect with highly valued audiences:
- Extensive reach: 40MM devices, mapped to 30MM HH. It’s all 1:1, with no modeling.
- Portability: Unlike other solutions tied to an OEM, Alphonso has a large second-screen distribution—we like to think of it as on-the-go ACR tech.
- Proven results: Since forming our exclusive Tremor Video–Alphonso partnership last July, we’ve run over 200 campaigns and seen brand lift in the 20-30% range.
Chordia highlighted the fact that Alphonso has the unique capability of not being tied to specific OEM. Their distribution includes a large platform of second-screen devices, essentially creating an “on-the-go” platform for ACR tech. Audio Content Recognition (ACR) technology takes data science to the next level. This strategy captures real-time TV viewing data and allowing brands to understand the habits of their audience in order to apply effective targeting strategies to mobile devices in real time, including reaching audiences on non-ad supported shows and tentpoles where brands may not have any TV spend invested.
To learn more about Alphonso and innovative targeting strategies, check out our feature in AdWeek explaining how we expanded Alphonso beyond TV and into movie theaters. You can also see the case study as well. What’s next? Retail? Car dealerships? The possibilities are endless.