Drawbridge Extends its Cross-Device Reach to Include Connected TVs
Addition of Connected TVs Boosts Graph to More Than Three Billion Devices
Today, Drawbridge announced that it has added connected TVs to its cross-device capabilities, enabling programmatic execution across smart TVs and set-top streaming devices, including Roku, Xbox, and Apple TV devices, as well as Samsung and Sony Smart TVs. Drawbridge now enables marketers to extend their reach into non-traditional television and enhance their ability to have seamless conversations with consumers across more than three billion devices. Marketers are able to gain a comprehensive, unified view of consumers’ cross-device behavior as they interact with brands across smartphones, tablets, desktops, and connected TVs.
According to Nielsen, Americans own an average of four digital devices and are connected with screens throughout the day, engaging with media content for more than 60 hours per week. Consumers constantly switch between devices, and often use more than one device at a time. Despite the skyrocketing rates of mobile media consumption, TV is still at the center: the IAB reports that 69% of consumers aged 18-44 with three or more screens are likely to use a second device while watching television.
“We’re completely flipping the paradigm of how TV advertising has traditionally worked by bringing cross-device reach to connected televisions,” said Drawbridge VP of Product Management Rahul Bafna. “Instead of showing a TV commercial and waiting to gauge audience interest from purchases and other offline metrics, we have the ability to reach audiences that we know are relevant based on device ownership, demographic, brand affinity, lifestyle, interest, and other data inferred from usage across devices. Plus advertisers can finally understand how reach on television influences consumers’ actions on other devices.”
The addition of connected TVs into the digital marketing mix will help increase the shift in advertising dollars from traditional TV and help further boost the digital video spending that is already occurring in online and mobile video. Adweek reports that, “Over the past year, ad buying firm Starcom MediaVest moved more than $500 million to digital from TV. MasterCard, Mondelēz International and Verizon Wireless, aware of the digital media landscape’s seismic shifts, are all ramping up their video advertising spends.” Connected TV is a cross between traditional TV ads and the measurability of digital ads. As TV becomes part of the digital marketing mix, it becomes an attributable part of the conversion funnel that helps guide the consumer journey.
Unlike other cross-device solutions that rely on login or registration data, Drawbridge approaches cross-device identity with a probabilistic model that makes predictions about consumers and their device ownership. The technology correlates device and demographic data, and maps that data into a patent-pending Connected Consumer Graph, which gives advertisers greater insight into how people interact with brands across devices along the path to purchase. The graph includes data from more than one billion consumers across more than three billion devices, making it a powerful data asset that helps marketers maximize campaign performance and brand impact.
Drawbridge is the industry’s leading cross-device technology company that enables brands to have seamless conversations with consumers across their connected devices, including desktops, smartphones, tablets, and connected TVs. By leveraging its Connected Consumer Graph, which includes more than one billion consumers across more than three billion devices to date, the company is able to gain insights and a much deeper understanding of consumer behavior to drive better results for advertisers – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital.
For more information visit http://drawbrid.ge.
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