Valassis aims to improve streaming engagement | Ad Tech | News | Rapid TV News
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Claiming to now be able to offer personalised, measurable advertising with greater efficiency, consumer engagement and marketing technology provider Valassis has launched a new connected TV (CTV) solution.

Valassis CTV 12March2020The company says that with 70% of consumers using at least one streaming TV service, advertising on CTV presents a big opportunity for brands. Recent Valassis research found that almost half (49%) of consumers perceive ads on streaming TV as more relevant than traditional TV. The company adds that time spent with CTV and over-the-top devices rapidly grows, the opportunity for personalised, measurable advertising follows.

The new product is designed to help brands engage the modern streaming TV audience by interests, in-market signals and location. With Valassis claims that brands will be able to serve and measure uniquely their ads to drive the ideal consumer to the nearest store and be able to appropriate audiences more effectively than traditional TV with added transparency.

With it, advertisers can choose the package of publishers that best fits their needs, and then see detailed information on completed ads. This includes the time of day each ran, type of device and performance metrics.

The system also enables measurement of TV’s impact with digital precision, targeting the right audience with first-party data including, interests, in-market signals and location activity.

It can also deliver across brand-safe devices, apps and networks, including Roku, Apple TV, DirecTV, Discovery Channel, CBS and FOX among others, understanding advertising impact with insights and measurement that prove success, including foot traffic impact studies.

“This is an exciting opportunity for brands to effectively engage with target audiences, but not all CTV is created equal,” commented Jay Webster, executive senior vice president, product and engineering at Valassis. “With Valassis CTV, we are levelling the playing field with traditional TV in terms of measurement and unique insights to inform future campaigns.”