One third of CTV users have made purchases directly on their TV according to “The Shoppable TV Report: 2024 and Beyond” from LG Ad Solutions. Seventy-one percent always have their phone in their hand while watching TV; the same percentage have seen a QR Code and almost 50% have scanned one. Strong figures for the early days of a new purchasing channel.
Sports tech company Sportradar, a partner of organizations including the NBA and NHL, has launched FanID which draws on a range of first-party data sources to create anonymous but marketable fan profiles. The data will come from rights holders, commercial partners, and media companies. Sportradar’s own marketing activation tech will create multi-channel campaigns based on these profiles.
CDP industry employment rose just 2% in the second half of 2023, the smallest rise on record, according to the CDP Institute’s semi-annual Industry Update. But averages can mislead: employment rose by 10% or more at 20% of the firms listed. The ten vendors added to the report were mostly CDP-specialist start-ups; by contrast, many new firms in previous reports were larger, older companies that were adding CDP features to existing campaign and delivery capabilities.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.