Kristina: What are the benefits of household targeting and how does this positively impact the customer journey?
Tim Sleath, VP, Product Management, VDX.TV: Household targeting has the key benefit of including the internet-enabled TV in the customer journey, acknowledging that many purchase considerations take place as a household and offering a post third-party cookie technological solution.”
Kristina: How do personal devices and CTV play into this approach?
Tim: CTV would be considered the core of the household, while personal devices constitute part of the household. Through a household targeting approach, advertisers would be able to reach consumers across all the devices within the household, driving maximum impact with all members of the household.
Kristina: What are some of the verticals that are more heavily impacted by a household decisioning process? Are any of these new verticals because of the pandemic?
Tim: Travel, QSR and new vehicle purchases are all joint family and joint household decisions. Resulting from the pandemic, we’ve also seen an uptick in home improvement and new furniture considerations, as consumers have needed to repurpose existing living accommodations into work and learning spaces.
Kristina: How has the pandemic contributed to the growth of household targeting since homes are now also offices and classrooms?
Tim: Three factors have come together – streaming services hitting their stride at the same time as post-cookie technologies needing…