Thanks to advances in tech and AI, the playing field has been leveled so local advertisers can compete head-to-head with national brands thanks to CTV! I spoke to Peter Jones, VP of Revenue at CTV advertising platform, Premion, who explained how small and midsize businesses that once couldn't afford premium streaming inventory or sophisticated targeting now have access to the same tools, data, and measurement capabilities as big national brands!
No hyperbole. A local car dealership can now target consumers with the same precision as any car maker, even scoring big in arenas like live sports advertising.
That sports inventory, for example, was historically either too expensive or locked up in complicated deals with broadcasters who owned the rights. Now Premion's touting their programmatic live sports offering, which launched earlier this year, so local businesses “get to be in the same live events as some of the big national brands," Jones said. "It helps their perception, it helps their credibility. It aligns them with their local community and engages with that fan base."
The key for any of it, though, according to Jones, is "smart curation"—using performance data to select the right inventory and partners (yes, like Premion) to guide and help measure real outcomes, not just garner impressions. Agencies and advertisers all have to focus on inventory, data, and measurement of clear goals, such as website visits or sales.
How? Well, get more insights and actionable tips in the full interview with Peter on Insider Interviews Season 2 Ep 44.