Brands that run campaigns on fast-growing connected TV (CTV) platforms can lower their overall media spending by retargeting viewers through other media types including digital display, video or mobile. Ad-tech company Simpli.fi recently introduced an audience retargeting tool to help lead consumers to the lower part of the purchase funnel.
“The goal of the product would be to drive higher conversions at a lower total campaign cost,” Ryan Horn, senior vice president of marketing at Simpli.fi, said in this interview with Beet.TV. “We look at this as being able to go after that upper funnel – the awareness and the branding – with the CTV ads, and then hammer that lower funnel in conversion with a variety of the other creative types.”
The streaming audience has grown in the past year with more than three quarters (82%) of U.S. TV householdsowning at least one CTV device. Amid growing demand for CTV ad placements, Simpli.fi this year has run more than 32,000 CTV campaigns …