Personalized recommendations and hyper-targeted advertising provider ThinkAnalytics, revealed that Castoola, a targeted TV advertising platform and expert in TV advertising technology and ad sales, used the ThinkAdvertising solution to increase purchases from contextual hyper-targeted advertising campaigns for European compensation. -TV operator by more than 10x.
Running on Amazon Web Services (AWS), ThinkAdvertising generated audience affinity segments which were used by Catoola to dynamically target the best audience for each advertising campaign, within the TV operator environment. Catoola Analytics also measured the impact of each ad on actual purchases, click-through rate (CTR) and completion rate (VCR), and compared the results with campaigns without ThinkAdvertising data. The results achieved include an increase in clicks of more than 10x and an increase in product purchases of up to 27x.
ThinkAdvertising uses artificial intelligence (AI) to create contextual intelligence about viewers for hyper-targeted audience segmentation by blending first-party behavioral data with rich metadata.
“ThinkAdvertising brings the power of online advertising to TV, revolutionizing the way TV and video operators use their own high-quality, first-party data, powered by ThinkAnalytics, for hyper-target TV audiences,” commented Peter Docherty, CTO at ThinkAnalytics. “There is huge potential for contextual TV advertising as operators realize they can help advertisers reach audiences based on their environment and interests, resulting in a positive user experience for viewers. viewership and a significant increase in engagement with ads, brand awareness, and purchases of products and services.”
ThinkAnalytics is a member of the AWS Partner Network and in September 2022 announced the availability of the Think360 content discovery and personalization platform on AWS Marketplace.
“It was easy to integrate ThinkAdvertising with our ad technology platform and its automation quickly delivered stunning results for our clients,” said Filip Remskar, CEO of Catoola. “The granularity of ThinkAdvertising audience affinity data allows our platform and our advertisers to reach very specific audiences for the first time and results in much higher response rates and purchases than With the growing interest in contextual advertising, we believe that together, Catoola and ThinkAnalytics will be well positioned to meet the future advertising needs of TV and streaming services.
In a Catoola analysis of advertising campaigns comparing ThinkAdvertising segments to existing targeting methods used by the ad sales teams of a major European automaker, ThinkAdvertising correctly identified 94% of campaign respondents versus less than 1%. with traditional targeting, an improvement of more than 90x.
Catoola achieved similar results comparing ThinkAdvertising’s hyper-targeted audience affinity segments to respondents in campaigns to demonstrate that the solution is effective across all advertising types and industries.