Why Competitor Analysis is Crucial for Publishers and Brands in the Connected TV Landscape

Welcome to this week’s dispatch from connected TV land, where we’ll dissect why publishers and brands are paying extra careful attention to what their adversaries are up to. In the competitive world of broadcasters and streamers, advertisers are keen on knowing how their ads are performing on rival platforms. Additionally, they also want ways to win customers from rival brands. This is where the concept of competitor analysis comes in.

Understanding the Role of Clean Rooms in Competitive Advertising

Clean rooms are quickly becoming one of the most efficient ways to share information needed for both cross-platform measurement and conquest campaigns on connected TV (CTV). Traditionally used in online advertising (think Google and Amazon), the concept of conquest advertising is now making its way into the TV advertising world. Clean rooms provide a secure environment for advertisers to gather insights about their competitors and target new audiences effectively. By analyzing data from competing brands, publishers and brands can gain valuable insights that help them refine their marketing strategies.

Last week, AdExchanger delved into the growth phase of clean rooms. To access the article, click here.

Programmatic Integrations: Unleashing the Power of Data

Programmatic integrations offer another opportunity for publishers and brands to gather data about their competitors and make informed marketing decisions. Recent developments in programmatic advertising highlight the significance of interoperability in the connected TV landscape.

For instance, last week, Roku announced its integration with Comcast-owned FreeWheel’s TV ad tech. This integration enables advertisers to plan Roku campaigns based on the available inventory of other streamers. Previously, programmers had to deal with Roku and other distributors separately to get a sense of impression delivery across their portfolios. This manual process often led to ad repetition and hindered user experience. With programmatic integrations, advertisers can consolidate their campaign planning process and optimize their return on ad spend.

To learn more about Roku’s integration with FreeWheel, click here.

The Limitations of Clean Rooms and the Need for Interoperability

Although clean rooms provide valuable insights into competitors within their own networks, many broadcast and streaming companies still lack visibility into other walled gardens. This limitation creates a fragmented approach for advertisers, who must individually gather data from each media channel. As a result, creating a comprehensive and cohesive marketing strategy becomes a challenge.

While clean rooms have their advantages, can programmatic integrations provide the much-desired interoperability that clean rooms cannot? Advertisers seek seamless integration across platforms to access a broader pool of data for competitor analysis and conquest campaigns.

To explore the limitations of clean rooms, refer to the article “Clean Rooms Alone Won’t Solve TV Measurement“.

Gaining a Competitive Edge with Programmatic Integration

Programmatic integration offers numerous advantages to advertisers, including the ability to obtain useful information for conquest campaigns without directly engaging with competitor brands. For example, FreeWheel’s media solutions division, now under the rebranded AudienceXpress, has recently upgraded its targeting segments to include competing brands’ customers. This enhancement allows advertisers to plan campaigns on the same networks or dayparts as their rivals, facilitating a head-to-head competition while maximizing targeted reach.

Furthermore, other companies in the CTV ad tech space, such as Affinity Solutions, are also exploring conquest campaigns. Affinity Solutions, a measurement company that connects TV ads to purchase data, has launched a campaign planning platform designed explicitly for the upfront season. This platform promises to provide advertisers with valuable insights and planning capabilities to stay ahead of the competition.

To learn more about the campaign planning platform launched by Affinity Solutions, click here.

In conclusion, competitor analysis plays a vital role in the connected TV landscape. Publishers and brands must keep a close eye on their adversaries to stay ahead in this competitive market. Through the use of clean rooms and programmatic integrations, advertisers gain competitive advantages, allowing them to optimize their campaigns, improve user experience, and maximize their return on investment. As the connected TV landscape continues to evolve, it becomes increasingly important for publishers and brands to leverage competitor analysis to drive success in their marketing and advertising efforts.