While CTV opens up opportunities for advertisers to layer advanced targeting and measurement data onto their TV buys, brands are still figuring out which datasets work well and which don’t. Amid this testing, retail data is growing in popularity thanks to the relatively low legwork required from the advertiser’s point of view, and the results which buyers are seeing from retail data-powered campaigns.
As such, retail data-focused partnerships are a growing priority for companies on the sell-side. This morning CTV operating system owner Titan OS has announced a new partnership with video and CTV ad tech business ShowHeroes to enable retail data-powered ad buys across its pool of inventory in the UK, Germany, and Brazil.
The deal will see ShowHeroes become Titan OS’s strategic partner for retail media activations in these three markets. Together, ShowHeroes and Titan OS’s sales team will offer audience segments built on retailers’ first-party data, which can be used to target CTV video and display inventory. UK electronics retailer Currys and Brazilian homeware and furniture store Casas Bahia are among the retailers offering audience segments.
The two companies say buyers will be able to customise campaigns towards individuals who have specific product interests or demonstrate purchase intent, while ShowHeroes’ creative enhancement capabilities can be used to tailor the creative itself.
“As CTV adoption accelerates in the UK, Germany, and Brazil, we can now bring brands closer to their audiences with high-impact campaigns powered by the unique combination of Titan OS’s premium reach and first-party retailer data as well as our creative expertise,” said Sarah Lewis, global director of CTV at ShowHeroes. “It’s about turning attention to the big screen into meaningful consumer action.”
The Retail Scale Game
Part of the appeal of retail data is it scales quickly across multiple advertisers. While plenty of brands have their own datasets which offer significant value in CTV buys, integrating these datasets can take a significant amount of work. With retail media, on the other hand, once a retailer has integrated its dataset with a sell-side business, any advertiser (for whom that particular retailer is relevant) can use that data for targeting and optimisation.
Broadcasters which VideoWeek has spoken with have reported that these sorts of integrations have proven to be very popular with clients, drawing repeat business and helping pull in more spend.
But from a buyer’s point of view, the landscape is fairly fragmented. Different sellers have partnerships with different retailers. So a buyer interested in using retail data might end up using different datasets across different sets of inventory.
This isn’t always a big problem, since there are a relatively small number of businesses with significant scale in the CTV world. But the more retail data partnerships come to market, the more cohesion we’ll see across the landscape, and that in itself could help encourage more buyers to start activating retail data on their CTV campaigns.
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