Unlocking the power of data-driven segmentation for OTT with Synamedia Iris

According to a recent study into the impact of addressable advertising, research found that viewers responded more positively to personalised TV advertising than they did to broader TV ads. It’s an illustration of how the ability to target specific audiences has become paramount for advertisers, specifically how the industry is looking beyond generic, one-size-fits-all ads to more precise ways of delivering the right ads to the right audiences at the right time.

‘Addressable’ is the process. But ‘targeted’ is the goal.

What’s required to achieve this is a platform that can leverage data-driven segmentation to enhance audience targeting, using data insights to enhance viewer satisfaction, boost engagement, and reduce ad wastage. While pay TV providers typically have lots of information on their viewers already via their customer databases, newer DTC and FAST providers might not. To deliver relevant advertising to their audiences, OTT operators and streamers need to target audiences in different ways.

Precise audience-driven targeting

For example, by analysing content consumption data, advertisers can gain valuable insights into viewers’ habits and preferences. Armed with this information, they can then deliver ads that are not only relevant but also aligned with what viewers are genuinely interested in.

While many platforms rely solely on this sort of audience-driven targeting, a platform like Synamedia Iris takes targeting several steps further. In addition to behavioural and contextual elements, the platform enables narrowed targeting based on a range of parameters, including: device types (including hardware brands and models), browsers and operating systems. Geo-targeting functionality also broadens the scope of available targeting options, allowing advertisers to reach potential customers based on specific demographics, interests, and locations.

One of the core strengths of Synamedia Iris is its ability to seamlessly switch between content and ads, regardless of the device. This ensures a high-quality viewing experience, maintaining viewer engagement and satisfaction. No longer will viewers be subjected to jarring transitions or irrelevant ads that disrupt their TV experience.

Maximising the value of ad inventory

Addressing the issue of ad fatigue is another essential aspect of Synamedia Iris’s targeting and segmentation capabilities. By consistently applying policies such as capping and pacing, the platform helps prevent viewers from becoming overwhelmed or disengaged due to excessive ad exposure. This leads to a more positive and enjoyable ad viewing experience. As we’ve already seen, audiences tend to respond more positively to personalised advertising than generic ads.

Synamedia Iris also introduces the concept of key value pairs, utilising keywords from metadata, players, or clients. This feature enables advertisers to fine-tune their targeting even further by focusing on specific genre tags, parental ratings, or content types. By incorporating these additional targeting parameters, advertisers can maximise the value of their ad inventory, ensuring that each impression counts.

With Synamedia Iris, advertisers can reach highly targeted audiences across all platforms, unifying campaign management and delivery. By measuring campaign effectiveness at digital levels, users can drive incremental revenue through stronger ad yields and performance, while reducing operational costs. And with the option of either an end-to-end or modular solution, it’s easy to optimise existing systems and infrastructure.

Want to unleash your addressable digital advertising potential. Find out more about the precision targeting solutions Synamedia Iris offers for OTT advertising in our downloadable eGuide.