Video transcript: So one of the questions comes up all the time, like, can I do a very tight focus in a certain geographic region? Can I go to a zip code only? And here's the thing, at MarketStorm, we have the ability to hyper target so that your ads only go into the areas that you serve. They only go into the hyper parts of the market that you want to get to. And so it's not like the old days where you choose, you know, Northern California, or I got to choose Virginia. We're going to target the zip codes that makes sense for you and help you grow the business there.
Connected TV Is a Screen.
The Intelligence Behind It Is What Matters.
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Connected TV brings the power of television into the programmatic world combining the impact of sight, sound and motion with the ability to reach audiences using data.
But at MarketStorm,
CTV isn’t a standalone
advertising product.
It’s another place where the MarketStorm Intelligence Engine™ can reach an audience we have identified through behavioral signals and emerging intent. That matters more than you think.
Traditional television starts with the programming
Who is likely to be watching this show?
MarketStorm starts with the audience
Who is showing relevant intent and how
can we influence what happens next?
We Don’t Start With the TV Viewer. We Start With Behavior.
A television doesn’t tell us whether someone is considering a new fitness program, researching tax preparation, thinking about replacing a roof, comparing financial products or planning a major purchase. Only targeting behavior does.
The MarketStorm Intelligence Engine™ uses behavioral data, AI and custom algorithms to identify patterns that may indicate someone is moving into a relevant problem, interest or consideration state. That intelligence creates the audience. Connected TV gives us a powerful place to reach it.
THE MARKETSTORM INTELLIGENCE ENGINE™
The television is a delivery environment, the audience intelligence is the strategy.
- Behavioral Signals
- Intent
- Audience
- CTV
CTV Is Part of a Journey, Not a Campaign Silo.
One consumer. Many moments.
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01 Research on a laptop
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02 Reads Article on a phone
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03 Streams TV in the evening
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04 Searches next morning
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05 Makes a Purchase days later
An audience identified through behavioral intent doesn’t belong to CTV.
It belongs to MarketStorm’s intelligence layer.
That audience can move with us across CTV, Display, Native, Streaming Audio and other programmatic environments. Different channels. Different moments. One audience. One intelligence layer.
We Don’t Retarget a
Signal. We Retarget
a Verified Human.
Behavioral signals help the MarketStorm Intelligence Engine™ identify potential intent. A signal alone isn’t enough to begin retargeting.
First, an initial ad is served. That interaction allows MarketStorm to verify that the audience member is human rather than automated traffic. Only after that human verification does the audience become eligible for MarketStorm’s cross-channel intent retargeting.
INTENT RETARGETING
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Behavioral
Signal -
Intent
Identified -
Initial Ad
Served -
Human
Verified -
Cross-Channel
Retargeting
TRADITIONAL RETARGETING
Typically begins after someone visits a website.
MARKETSTORM INTENT RETARGETING
Can begin before the website visit – after the audience member has been human-verified.
The Consumer Doesn’t Have to Click for the Journey to Continue.
This becomes especially powerful with Connected TV. Someone watching a CTV ad doesn’t need to click anything. They don’t need to immediately visit the website. And they don’t need to take an action on the television for MarketStorm to continue influencing them.
Once a consumer has demonstrated relevant intent, received an initial ad and been human-verified, our cross-channel algorithms can continue reaching that consumer across other programmatic environments. They might encounter the brand again through Display, see relevant content through Native, hear the brand through Streaming Audio, or encounter another CTV message later in the journey.
The screen can change without
losing the audience.
We don’t have to wait for someone to visit your website before continuing the conversation.
And When They Do
Visit, We Can See
What Happened Next.
This is where Connected TV becomes particularly interesting. CTV isn’t a click-based medium. Yet the consumer journey continues after the television impression.
MarketStorm’s measurement technology is designed to connect those later behaviors with the earlier advertising journey when the available identity and measurement signals support it. Consider a consumer who sees a MarketStorm CTV ad and later searches for the brand on Google.
- Intent Identified
- Human Verified
- CTV Ad Viewed
- Cross-Channel Exposure
- Google Search
- Website Visit
We don’t need the CTV ad to be clicked to see what happens next.
Google delivered the click. That’s exactly what we would expect a demand-capture platform to do. Unlike other providers, MarketStorm can provide visibility into the journey that preceded it including the CTV exposure that occurred before the consumer ever arrived at the website. The result is a more complete view of how consumers actually move through the modern marketing ecosystem.
From CTV View to Website Visit.
This creates a fundamentally different way to measure television. Instead of asking consumers to behave unnaturally — see a television commercial and immediately visit a website — MarketStorm can observe what happens as they continue their journey.
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PATH 1
- See CTV
- Search Google
- Visit Website
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PATH 2
- See CTV
- See Display
- Visit Directly
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PATH 3
- See CTV
- Hear Streaming Audio
- Search Brand
- Visit Website
THE PATH CAN CHANGE.
THE FINAL ENTRY POINT CAN CHANGE.
It is the outcome we care about
The MarketStorm intelligence layer gives us the opportunity to see more of the journey across those changes.
That’s particularly valuable because the final click often happens exactly where we’d expect it to happen: through a platform built to capture existing demand, such as Google.
MarketStorm is designed to provide visibility into what happened before that click.
CTV Becomes More Powerful When It Isn’t Alone
Connected TV provides something Display, Native and many other digital environments cannot replicate: a large-screen experience built around sight, sound, motion and storytelling. No one as stream needs to carry the entire customer journey.
CTV can create recognition. Display can reinforce it. Native can provide context. Streaming Audio can extend influence into screen-free moments.
Google and other demand-capture platforms can provide the path to action when the consumer is ready. Each has a different job; every step is a critical success factor.
The MarketStorm Intelligence Engine™ connects the audience strategy across them.
From Television Advertising to Audience Intelligence
Traditional television planning often begins with content, programming or broad viewer
characteristics.
MarketStorm turns that model around. We begin with the consumer.
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01 Behavior What behaviors are we seeing?
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02 Intent What do those behaviors tell us about time?
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03 Audience Which consumers belong in the audience?
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04 Human Has the audience member been human-verified?
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05 Influence Where can we influence them next?
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06 Outcome What do they do after they’re exposed?
CTV is one environment in which that influence happens. It isn’t the entire strategy.
CTV Powered by
the MarketStorm
Intelligence Engine™
Book a Demo Talk to MarketStorm
MarketStorm has been AI-first in our programmatic targeting since 2018.
We don’t use AI to optimize where a
CTV impression is served. We use AI
and data to make the audience more intelligent so that the focus is on
those who are truly interested before the impression is served. Even if the
demographic may seem right, if
that individual is not displaying any
behaviors indicating intent, we won’t waste an impression on them.
Then we add human verification, cross-channel activation, and
measurement that can continue beyond the
television screen. The
consumer doesn’t have to click the CTV ad. They don’t even have to come directly to the
website.
They can take the path consumers naturally take, including searching on
Google when they’re ready while
MarketStorm provides greater visibility
into the journey that got them there.
Find the signal. Verify the human. Understand the intent. Influence what
happens next.
Good to Know
Programmatic can be complicated. It doesn’t have to be. Here are a few things worth knowing.
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What is Connected TV advertising?
Connected TV, or CTV, is advertising delivered to viewers watching television content through an internet-connected television or streaming device. It combines the sight, sound and motion of television with many of the audience capabilities of digital advertising.
MarketStorm approaches CTV from the audience first. We aren’t simply asking what program someone watches. We are asking which consumers matter and what role CTV can play in influencing them.
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Is CTV the same as OTT?
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Can CTV target specific audiences?
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How do you measure CTV if someone doesn’t click the television?