According to VDX.tv, its sequential targeting solution – TV Magnify – produces on average a 1% engagement rate for each CTV ad impression. Using its own IP targeting technology, the company enables ‘lean-forward’ ad experiences for brands, connecting TVs to each household members’ personal devices and re-impacting them with an interactive ad after their initial exposure to a brand’s campaign on CTV.
Gareth Westhead, Senior Specialist, Client Partnerships – UK, VDX.tv, elaborates: “We take a brand’s video asset, which tends to be a 20 to 30 second creative – and we create interactive video units for them which could run across desktop, mobile devices. We have 18 different formats, but critically the emphasis is on CTV.
“What our video units actually do on the CTV is the video will pan back ever so slightly, offer additional branding – often referred to as an L-shaped additional branding opportunity. This can include a QR code. When the consumer sees that advert, we then re-impact them on their personal device within a 24 hour period.”
Westhead says this form of sequential targeting gives continuity to the story transmitted to viewers through CTV ad campaigns. It also allows brands’ to re-impact viewers after they have already seen an ad on the device they trust the most – the big screen.
Amer Attyeh, Head of Client Partnerships – MENA, VDX.tv, believes the solution can help drive consideration. He says: “When we look at the purchasing funnel, VDX.tv lives in the mid-funnel where we can move viewers a little bit down. But the most important thing is that the solution we have really helps magnify a brand in the minds of people – deepening their connection to brands through attention, relevancy, interactivity and frequency. In a nutshell, we help move consumers from awareness to consideration by tipping customers in a brand’s favour.”
Attyeh also notes that VDX.tv has over 15+ performance metrics which brands can use to assess the success of their campaign. These include click-through rate, skips, interaction rate, as well as the average time spent on the ad.
Westhead believes that with the rapid development of new technologies, brands hoping to achieve cut-through with consumers need to offer engaging ads. According to Westhead, interactivity is an effective way of doing so.
He also comments on the change in the evolution of viewing behaviour: “As consumers we’re all guilty of double screening – having our phones in our hands while we’re watching TV. Our product compliments that. The connected TV market evolved substantially during the pandemic and I think, as we all started consuming more content (be that on SVOD or AVOD) we got used to the notion of interacting with it in multiple ways and leaning forward more with our TV units.”