As connected TV (CTV) viewership rates continue their steady climb, new opportunities arise for marketers. A deal announced today between Verizon Media and Vizio is designed to help marketers improve ad targeting and measurement by granting them access to exclusive data on Vizio’s network of smart TV devices. As part of The Drum’s deep dive into the future of TV, we spell out what you need to know.
Over the past year, with people across the globe spending more time than ever at home during the pandemic, CTV consumption has boomed. A recent Conviva study found that streaming rates jumped 44% between Q4 of 2019 and Q4 of 2020. And according to The Drum’s research in partnership with YouGov, streaming shows no signs of slowing.
Rising viewership numbers offer marketers more opportunities to reach their target audiences on their smart TVs. A new Verizon Media and Vizio partnership announced today seeks to make the most of these opportunities.
What is the partnership?
Smart TV manufacturer Vizio and Verizon Media, Verizon’s programmatic advertising arm and owner of Yahoo, TechCrunch and Engadget, have announced that they have inked a deal, kicking off today, that enables them to provide new CTV and cross-platform advertising offerings.
Verizon Media will gain demand-side platform (DSP) access, starting today, to Vizio’s data on viewership from more than 18m Vizio brand smart TVs. Starting in 2022, Verizon Media will have the exclusive rights to this data.
The partnership also offers Vizio a number of benefits. Namely, the device manufacturer will have access to Verizon Media’s omnichannel media buying and selling platform and new identity solutions. Vizio can use Verizon Media’s identity graph information and combine it with their own real-time viewership data to offer audience extension campaigns to marketers – allowing them to reach target audiences beyond a given publisher’s platform.
With the partnership, the two companies aim to offer marketers better CTV ad targeting, optimization and measurement capabilities.
Both companies will have shared visibility into insights on marketing demand and insights regarding cross-platform ad targeting, reach and measurement.
Verizon Media’s chief business officer Iván Markman says: "This partnership marks the beginning of a long-term collaboration focused on innovation and next-generation capabilities. We’ll be working with VIZIO on immersive and co-watching viewing experiences, interactive cross-platform campaigns, new ad formats, commerce and AVOD content library development, just to name a few."
What it means for marketers
By combining Verizon Media’s identity graph with proprietary viewership data from Vizio, marketers may be better equipped to target and optimize their CTV and cross-device ads based on unique information about specific consumers and their TV viewing habits.
Verizon Media sees 200 billion daily cross-screen signals and Vizio has viewership data for more than 18m smart TVs. Marketers who choose to advertise through the Vizio/Verizon Media partnership could potentially expand their reach.
With Vizio’s cross-platform ad targeting platform Household Connect, marketers will be able to expand the reach and frequency of their campaigns not only on TV but across mobile and other screens too.
"As marketers ramp up on their CTV investments, they must maximize campaign performance," says Markman. "That requires the right combination of data and technology to deliver sophisticated addressability, while ensuring campaign optimization and granular measurement. Marrying VIZIO’s viewership data with our cross-device Identity Graph gives advertisers the ability to drive performance to new heights, boosting targeting and expanding the reach and measurability of their campaigns."
Mike O’Donnell, chief revenue officer of Platform+ at Vizio, said in a statement: “Vizio has built a CTV advertising ecosystem centered around premium partnerships and our direct-to-device offering. Our relationship with Verizon Media will enable us to expand our reach, bridge the gap between TV and mobile, and create more impactful and actionable premium advertising experiences across platforms.”