March 23, 2016
Lotame today announced a new solution to deliver high-quality TV audience segments that will empower brands and agencies to reach and engage with television viewers across digital devices. The Smart TV Audiences give marketers the ability to identify audience attributes based upon actual TV viewing behaviors, and target those television viewers across digital devices.
“We are witnessing the golden age of TV. The record adoption rate of connected Smart TVs, combined with Nielsen’s latest announcement that 50% of all US households now subscribe to video on demand, shows that the final barrier between TV and digital is breaking,” said Andy Monfried, Founder & CEO of Lotame. “Marketers can leverage this TV viewership data to reach audiences more effectively by delivering consistent messaging across all screens.”
With this new solution, Lotame collects rich television viewership data, including program, genre, time of day, and network, flowing from millions of Smart TVs across the United States. Applying its proprietary device matching technology, Lotame connects Smart TVs to mobile devices, desktops, and laptops, allowing advertisers to reach unique TV audiences across any screen on which consumers engage.
“This gives us an ability to scale TV audience segments beyond TV, into connected TV, mobile, desktop, or various iterations of VOD,” said Randy Cooke, VP Programmatic TV at SpotX. “We’re excited to offer Lotame’s TV segments to our clients looking for actionable cross-screen insights.”
“Delivering true sequential messaging across devices is critical,” said Targeted Victory Co-Founder Michael Beach. “Lotame’s Smart TV Audiences will help Targeted Victory deliver on our commitment to reaching target audiences as they move between screens, and will further enable our clients to take a truly screen-agnostic approach to media buying. We’re thrilled in the height of this election season to see our partner Lotame enabling us to leverage viewership data from Smart TVs and activate it across the digital ecosystem.”
The TV viewership audiences will be available for purchase in DSPs and platforms including Google’s DoubleClick Bid Manager, The Trade Desk, Tremor Video, Turn, Videology, and Yahoo’s Brightroll.
“We’re excited to work with Lotame because of the unmatched level of accuracy and scale that their partnership brings to the market,” said Abbey Thomas, SVP, Entertainment and Automotive, Tremor Video. “As our buyer platform clients look to reach consumers across all screens, as well as complement their TV buys, these audience segments help them target today’s fragmented consumers more successfully than ever before by tapping into viewership behavior previously unavailable to marketers.”
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