Streaming TV Blends Brand and Performance with Index Exchange’s Tigg
Streaming TV is changing the game for advertisers, offering a unique blend of brand building and performance marketing opportunities. According to John Tigg, SVP, Buyer Development EMEA at Index Exchange, the lines between brand awareness and performance are starting to blur, especially in the realm of streaming TV.
Tailored creative is key in driving performance while also focusing on reaching a broader audience to increase brand awareness. This shift is empowering smaller advertisers to create specific content for specific audiences, allowing them to drive results while still keeping an eye on brand building. It’s opening up opportunities for businesses of all sizes to make an impact in a space that was once dominated by big brands.
Data is at the heart of this shift towards performance marketing on streaming TV. Tigg emphasized the role of data in helping advertisers reach their target audience and achieve their business goals. Whether it’s using first-party data to connect with existing customers or combining it with third-party data from companies like Nielsen and Comscore, data is driving more effective advertising strategies.
New datasets, like automated content recognition (ACR) data, are offering marketers unique insights into their audiences. This data allows for the discovery of new viewers who may not have been exposed to traditional TV ads, as well as retargeting individuals for improved performance.
Crafting a successful campaign in this new landscape involves setting clear goals, such as increasing site visits, generating leads, or driving sales, and tailoring creative to match those goals. Index Exchange, a leading technology company in programmatic advertising, offers a platform that enables publishers and marketers to transact in real-time, making it easier to create impactful and effective campaigns.
