Targetoo’s View: CTV ad revolution

Connected TV advertising has changed dramatically. Once dominated by entertainment platforms and global consumer brands, CTV has entered a new phase — one where performance marketers are taking a serious seat at the table. For years, streaming services drove massive success using CTV advertising, often outperforming traditional digital campaign benchmarks by a wide margin. Some achieved conversion rates up to three times higher than other digital channels.

Today, the medium has matured enough to welcome an entirely new category of advertisers — mobile-first brands, game developers, eCommerce stores, and direct-to-consumer companies — all eager to turn TV attention into measurable ROI.

Why More Performance Brands Are Joining CTV

The shift isn’t just due to rising interest — it’s driven by results. CTV offers something rare in advertising today: a premium viewing environment with high attention and almost no noise interruptions. Ads on CTV are non-skippable, viewed on large screens, and often experienced by multiple household members at once. This makes brand exposure feel stronger, more credible, and more memorable compared to a quick scroll-by impression on mobile.

With Targetoo’s programmatic access and optimization technology, that experience becomes scalable, trackable, and intelligently targeted — which is why performance-focused brands are now embracing CTV rather than watching from the sidelines.

How Smart TV Manufacturers Are Accelerating Change

A major catalyst in this evolution comes from smart TV manufacturers. Instead of treating advertising as a passive component, many OEMs are actively shaping new possibilities. Interactive home-screen placements, shoppable experiences, and dynamic ad formats now allow viewers to engage with brands in ways that go beyond traditional storytelling.

This isn’t TV as we once knew it — it’s a hybrid of entertainment, commerce, and performance marketing.

The Measurement Reality: More Complex, But Not Impossible

However, with opportunity comes challenge. Measuring conversions on CTV is fundamentally different from mobile or desktop channels. Consumers rarely stop mid-show to install an app or purchase an item. Instead, they act hours — sometimes days — after seeing the ad. That delay, combined with cross-device behavior, means attribution must evolve.

This is where longer measurement windows and thoughtful tracking frameworks become essential. A 24-hour window may work for mobile, but CTV impact often stretches much further. Understanding influence, not just immediate action, requires patience and better data bridging across devices.

Cross-Screen Attribution Is the New Standard

Because CTV audiences move across multiple screens, understanding the consumer journey requires multi-touch measurement. Someone might first see your campaign on CTV, later search the brand on mobile, and only convert after seeing a retargeting placement. Without connecting these dots, CTV risks being undervalued — even if it played the most influential role.

Brands that plan their attribution strategies before launching campaigns gain clarity faster and scale more confidently.

Creative Strategy Matters More Than Ever

One mistake many advertisers make is recycling existing ad assets. CTV is a lean-back environment — what works in a fast-scroll feed doesn’t always translate. Shorter, story-driven ads with strong visuals and simple messages perform best, especially when paired with tools like QR codes or dynamic elements tailored to time-of-day, interest signals, or program context.

CTV creative shouldn’t just be watched — it should guide the viewer toward what happens next.

Targetoo’s View: Where CTV Is Heading Next

At Targetoo, we believe the rise of CTV marks a major shift in how brands think about performance marketing. We’re helping advertisers bridge the gap between exposure, intent, and measurable outcomes — using smarter attribution, AI-driven optimization, dynamic creative solutions, and omnichannel alignment with mobile and DOOH.

The brands that begin testing now — even in small steps — will be ahead of those waiting for a “perfect” measurement model.

Looking Forward: The Future Belongs to Prepared Marketers

CTV is evolving rapidly. Retailers are building streaming networks. Smart TVs are enabling shoppable journeys. Audiences are fragmenting — but also watching more premium, long-form content than ever.

The brands that approach CTV strategically — with patience, experimentation, and a data-first mindset — will be the ones who turn attention into sustainable growth.

In other words:  CTV isn’t just another channel.  It’s becoming the next performance powerhouse — and the future is already here.

Smarter Than Ever: The AI Behind This Year’s Black Friday Wins

Digital advertising has changed more in the last three years than the previous ten, and the biggest force behind that transformation is artificial intelligence. Today, AI and machine learning aren’t futuristic add-ons — they’re the quiet engines powering the world’s most successful performance marketing campaigns. They help brands move away from guesswork and toward decisions rooted in real-time behavior, intent, and context.

Thanksgiving and Black Friday: Two Days, One Massive Shopping Wave

In the United States, Thanksgiving is the warm pause before the holiday rush — a day dedicated to food, family, and reflection. But the moment the dinner plates are cleared, something shifts. The conversations turn to gift lists, weekend plans, and the best deals dropping at midnight.

Then comes Black Friday—the unofficial opening ceremony of the holiday shopping season. It always lands the day after Thanksgiving, and every year it transforms both physical stores and online marketplaces into high-energy hubs of activity. That emotional momentum from Thanksgiving, families together, holiday plans in motion, becomes fuel for one of the biggest retail events in the world.

For advertisers, this 48-hour window is priceless. It’s when millions of shoppers are active, motivated, and ready to buy. And this is where AI steps in.

Why AI Matters More Than Ever During Black Friday

Black Friday isn’t a normal campaign day. Traffic quadruples. Inventories disappear in minutes. Competitors race to outbid each other. Customers behave unpredictably because emotions, urgency, and impulse collide.

AI is built for this environment.

• It reacts in milliseconds, where humans would need hours.

• It spots emerging trends long before dashboards update.

• It prevents wasted spending by shifting budgets to what’s truly working.

During Black Friday, AI becomes the difference between a good performance and a breakthrough one.

How AI Lifts Every Part of Holiday Marketing

Smarter Audience Segmentation

AI combs through mountains of data to uncover new, high-value audience clusters: not just “deal hunters,” but “late-night shoppers,” “loyal repeat buyers,” or “gift-focused parents.” These micro-segments convert better because the ads feel like they were made just for them.

Personalized, Human Moments at Scale

Instead of blasting the same ad to everyone, AI helps deliver unique experiences to millions of people at once. Someone shopping for gadgets might see tech bundles; someone browsing kids’ toys sees stocking-stuffer ideas. It feels personal, because it is.

Creatives That Stay Fresh

Black Friday moves fast. What worked at 8 a.m. might flop by noon. AI evaluates creative performance constantly and swaps in the best-performing visuals, formats, and headlines automatically. This keeps your messaging sharp during the most competitive weekend of the year.

Live Adjustments Without the Stress

As customers hop from Thanksgiving tables to Black Friday deals, behavior shifts by the minute. AI makes instant adjustments,  lowering bids on slowing segments, increasing spend on rising opportunities, and protecting budgets from burnout.

Predictive Insights That See Around Corners

AI uses years of holiday shopping data to forecast what people will want, when demand will spike, and which audiences will convert best. With predictive modeling, brands can prepare, not just react.

Targetoo’s Holiday Advantage

At Targetoo, our machine learning systems are designed to adapt to the chaos and opportunity of the holiday season. Whether your goal is to boost Black Friday revenue, scale app installs, or keep engagement high after Thanksgiving, our AI tools,  from deep neural networks to predictive creative selection, help brands stay ahead of the competition while delivering experiences that feel timely, relevant, and human.

Looking Ahead: AI Is the New Holiday Superpower

As privacy rules evolve and the fight for attention becomes fiercer, AI will only grow more essential during key shopping moments. Black Friday isn’t just about discounts anymore—it’s about precision, timing, and meeting customers at the exact moment they’re ready to act.

And with Targetoo, brands don’t just keep up — they lead.

The Invisible Map: Charting a Course to Marketing Success

Ever seen an ad that felt like it read your mind? Maybe a dress shop offer popped up just as you passed by, or a travel deal appeared the moment you started browsing weekend getaways. That’s not luck, it’s location intelligence at work.

Every movement we make, walking into a store, pausing by a park, or driving past a digital billboard, creates subtle, anonymous signals. These signals aren’t just raw data. They’re tiny clues about what people love, where they spend time, and what might capture their attention next.

Location intelligence takes these clues and transforms them into understanding, not tracking people, but understanding context. And in today’s advertising world, context changes everything.

So, What Is Location Intelligence Really?

At its core, location intelligence turns raw geospatial data into smarter marketing decisions. It gathers insights from mobile devices, Wi-Fi, GPS, Connected TV (CTV), and Digital Out-of-Home (DOOH) screens — and translates those signals into audience understanding.

Platforms like Targetoo take this data and make it actionable. They help brands connect dots between where consumers are, what they see, and how they respond. Combined with Dynamic Creative Optimization (DCO), this technology can deliver ads that adjust in real time to what’s happening around the viewer — weather, time of day, or even nearby events.

The result? Campaigns that feel less like ads and more like relevant, timely conversations.

From Billboards to Brainpower: The Evolution of Local Advertising

Once upon a time, location-based marketing meant big citywide campaigns. Think of Las Vegas’s classic “What Happens Here, Stays Here” slogan — a brilliant, single-message campaign that defined an era.

But times have changed. Today’s consumers expect brands to speak directly to them. Location intelligence has turned static billboards into smart screens that adapt.

Imagine that same Vegas message reimagined:

• At the airport — “Your story starts here.”

• Near a concert — “Make tonight unforgettable.”

That’s what happens when context meets creativity. Advertisers have traded paper maps for dynamic heatmaps of human behavior, helping them meet people in the right place, at the right moment, with messages that truly resonate.

Smarter Campaigns, Better Outcomes

1. Discover Hidden Audience Hotspots

Sometimes, your best audience isn’t where you expect it to be. Location intelligence helps uncover those overlooked neighborhoods or venues where your ideal customers naturally gather — whether it’s boutique-lined streets or popular fitness hubs. With real-time analytics, your campaign can shift focus automatically to the areas delivering the best engagement.

2. Connect Online Ads to Offline Actions

Clicks are good — but visits are better. With drive-to-store attribution, you can measure how many people actually walked into your location after seeing your ad on CTV, DOOH, or mobile. This link between online exposure and offline action transforms digital impressions into tangible business results.

3. Target Smarter, Spend Wiser

Instead of shouting your message into the void, location-based targeting lets you whisper it directly to the right people. Reach users near your store, around your competitors, or within high-traffic zones. For DOOH screens, location data bridges the gap between offline and online. A viewer might see your billboard and later receive a personalised mobile offer, ensuring your message remains consistent across screens.

How to Build a Hyper-Local Strategy That Works

Step 1: Map What Matters

Start with your own locations, competitors, and relevant points of interest. Define your “zones of influence” to create a smarter foundation for targeting.

Step 2: Create Movement-Based Personas

Go beyond simple demographics. Instead of “men aged 25–40,” think “early commuters who stop for coffee” or “evening shoppers who frequent entertainment zones.” These audience clusters are built on real behavior, not assumptions.

Step 3: Customize Ads in Real Time

Dynamic creatives allow your ad to adapt on the fly, changing visuals, copy, or offers based on a user’s location or environment. For instance, promote umbrellas when it rains, cold drinks when it’s hot, or highlight nearby stores as a customer passes by.

Step 4: Stay Consistent Across Every Screen

Your audience moves, from street to smartphone to living room TV. With location intelligence, your brand moves with them. Syncing DOOH, mobile, and CTV ensures your messaging feels cohesive, not scattered.

Step 5: Track Real-World Results

Launch, learn, and refine. Use footfall attribution and location-based analytics to see which zones and creatives drive the most engagement. Then, reallocate your budget toward the highest-performing areas, making every impression count.

Connecting Brands to Real People Everywhere They Are

At Targetoo, we believe great advertising happens when data meets empathy. Our location intelligence solutions help brands make smarter, more human decisions blending physical and digital worlds into one seamless experience.

Whether it’s increasing store visits with mobile ads, delivering immersive storytelling through CTV, or leveraging DOOH to dominate key locations, we transform complex location data into clarity and measurable results.

It’s time to stop guessing and start connecting wherever your audience is.

From Billboards to Living Rooms: Winning Holiday Shoppers with Cross-Screen Ads

Holiday shopping is about to hit full stride across Europe and the US, from Black Friday and Cyber Monday to Christmas markets in Germany and Boxing Day in the UK. People will be browsing on phones, streaming at home, and moving through buzzing city centers, which makes this the perfect moment to connect across every screen.

With Targetoo, brands can sync Digital Out-of-Home (DOOH) with Connected TV (CTV) and mobile to keep one clear message following shoppers wherever they are, in transit, on the couch, or at the checkout. It’s a simple way to turn festive campaigns into seamless, memorable journeys.

Why DOOH stands out

Today’s DOOH is smart, dynamic, and location-aware, think vivid screens in plazas, stations, and shopping districts that can’t be scrolled past or skipped. When a giant LED lights up a square in Berlin or a display glows above a subway entrance in New York, it feels like part of the season, not background noise.

Make cross-screen work harder

Running on DOOH, CTV, and mobile only pays off when data, measurement, and optimization work together. The goal is a single storyline across screens, backed by clear KPIs, consistent targeting, and real-time tuning, so budgets lean into what performs.

Track beyond installs

Installs are just the starting line in 2025. Map and optimize toward meaningful post-install events — registrations, purchases, subscriptions — to feed algorithms better signals and find high-value users faster. Defining a focused event set and one primary optimization goal speeds learning and improves ROAS.

Smarter CTV attribution

CTV doesn’t click — so connect exposure to action with probabilistic IP/device-graph matching and view-through attribution tied to downstream mobile or web activity. Unified reporting across screens helps reveal CTV’s real lift instead of undercounting its contribution.

Get the windows right

Balance matters: use short windows for immediate, same-device actions and slightly longer ones for cross-screen influence. Many brands succeed with a 24-hour same-device window, ~72-hour cross-screen window, and a short shared view for apples-to-apples comparisons.

Count assisted conversions

Holiday journeys are rarely one-and-done: DOOH sparks awareness, CTV reinforces, mobile closes. Assisted and multi-touch views ensure DOOH and CTV get credit for driving incremental impact, not just last-touch conversions.

Creative that fits every screen

• CTV: 15-second spots often hit the sweet spot — clear story, tight arc, strong branding and CTA.

• DOOH: Bold visuals, ultra-simple copy, instant seasonal cues for fast-moving environments.

• Mobile: Personalization wins,  timely discounts, location-specific offers, deep links for smooth paths to action.

QR codes that actually drive results

Keep QR codes visible the whole spot, use a clear festive CTA, and land users in the right place (app page, offer, or deep link). They’re the quickest bridge from CTV/DOOH attention to measurable mobile outcomes this season.

Optimize in real time

Let AI do the heavy lifting: shift spend toward top-performing locations, dayparts, and creatives while campaigns run. With Targetoo’s real-time, map-based planning and programmatic buying, it’s easy to swap offers, react to weather, or align with live events.

The cross-screen effect

Picture a shopper who sees a festive DOOH moment downtown, recognizes the same message while streaming at home, and then gets a timely reminder on mobile — three touchpoints, one story, impossible to miss. That’s the magic of DOOH + CTV + Mobile working as one connected experience.

Bring it all together with Targetoo’s omnichannel stack, connect screens, measure holistically, and optimize continuously,  so holiday messages aren’t just seen, they’re remembered well into 2025.

Smarter Advertising with Machine Learning

The world of digital advertising runs on data and speed. Every time a webpage or an app loads, advertisers only have a few milliseconds to decide whether to show an ad, which ad to show, and how much to bid for that space. This process, known as programmatic advertising, became possible through Demand-Side Platforms (DSPs).

DSPs were among the earliest advertising technologies to adopt machine learning. Long before many other industries applied AI at scale, DSPs were using it to predict which ads a user might click on, how much value a user might bring, and what bid would most likely result in a win. These early uses of machine learning laid the foundation for the highly automated and intelligent ad ecosystem we see today.

At Targetoo, we build on that foundation and take it much further. We believe there is no one-size-fits-all solution in digital advertising. Every campaign is unique, with its own challenges, vertical-specific goals, and audience behaviors. Our approach combines advanced machine learning techniques with custom-designed algorithms to ensure advertisers achieve exact objectives — whether it’s more app installs, stronger engagement, or higher return on ad spend (ROAS).

Why Machine Learning Matters in Advertising

In digital advertising, scale and speed make manual optimization impossible. Millions of impressions are available every second, and each needs an instant decision. Without machine learning, decisions would rely only on fixed rules or manual guesses. With machine learning, Targetoo can:

• Predict the probability of a click or a conversion in real time.

• Adjust bids dynamically, ensuring the right ad is delivered at the right price.

• Detect fraud and eliminate waste by spotting unusual traffic patterns.

• Optimize campaigns toward specific outcomes rather than vague metrics.

Machine learning transforms advertising from “placing an ad” into “delivering measurable results.”

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Targetoo AI That Works for You

We’ve designed a suite of AI-powered algorithms that don’t just deliver ads — they deliver outcomes. By analyzing billions of data points, our models can predict future user behavior and adapt campaigns for performance and growth.

What makes us different is that we don’t rely on just one algorithm for everyone. Instead, our performance team works continuously behind the scenes to design custom solutions. These solutions are tailored to optimize for what advertisers actually care about: app installs, in-app events, retaining high-value users, or boosting ROI.

This flexibility allows Targetoo’s AI to evolve with campaigns, not just run them.

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Targetoo Algorithms – Precision Meets Performance

• Deep Neural Network (DNN)
  Our DNN technology uses advanced machine learning, similar to what powers modern Large Language Models (LLMs). It analyses massive volumes of user behaviour and campaign context to predict the most effective targeting strategies. The result is smarter ad delivery and improved campaign performance.
  Key Benefits: Better targeting, stronger performance, maximized ROAS.

• Custom Algorithm Design
  In addition to our DNN, we develop highly specialised algorithms tailored to meet each campaign’s exact needs. For example, if your goal is to increase app installs, we train an algorithm specifically on your past install data. If your goal is in-app engagement, we optimize toward events such as reaching a game level, signing up for a service, or completing a trial.
  Key Benefits: Tailored optimization, reduced wasted spend, better user experience.

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Specialized Algorithms for Real Goals

Because every vertical and campaign is different, we’ve developed specialized algorithms that go beyond simple ad delivery:

• Retained Users Algorithm: Focuses on the most valuable users, reducing churn and increasing lifetime value (LTV).

• Creative Selector Algorithm: Automatically directs budget to the highest-performing ads based on your KPIs, keeping creatives fresh and engagement high.

• Gaming Algorithm: Built specifically for gaming campaigns, this tool analyzes real-time player behavior to optimize toward engagement, in-app purchases, or ROAS.

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With these solutions, advertisers are not just targeting impressions. They’re targeting outcomes that align with real business goals.

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Why Targetoo is Different

Many platforms offer automated advertising. But at Targetoo, we understand that delivering impressions or clicks is not enough. What advertisers need are results tied to their business objectives. That’s why our algorithms are built with four principles:

1. Customization: Algorithms are trained using your first-party data to match your exact goals.

2. Efficiency: Campaign results accelerate faster because we optimize for events that actually drive ROI.

3. User Experience: Ads are highly relevant, improving satisfaction and fostering long-term engagement.

4. Continuous Innovation: Our performance team is always updating and refining models to deliver even better results.

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The Future of AI in Advertising

Machine learning began with simple models in DSPs that predicted clicks. Today, at Targetoo, it powers deep learning systems, reinforcement learning for real-time bidding strategies, and specialized pipelines that adapt to vertical-specific challenges. What started as a basic predictive system has become a sophisticated intelligence network guiding billions of ad decisions daily.

As privacy regulations evolve and competition grows, the role of AI in advertising will only become more critical. Targetoo is committed to leading this evolution with smarter, adaptive, and fully customized algorithms that let advertisers connect with the right users at the right moment while maximizing long-term value.

The Future of DOOH: Real-Time, Data-Driven, and Built for Omnichannel Success

Walk through any high-traffic plaza in Paris, board a train in Berlin, or stroll past a shopping street in Amsterdam, and one thing is clear — digital screens are everywhere. But these aren’t just visual noise; they’re the new frontier of smart, high-impact advertising.

Digital Out-of-Home (DOOH) advertising has grown from static billboards into a sophisticated, real-time, programmatic ecosystem. With Targetoo, advertisers now have the tools to connect DOOH to mobile and Connected TV (CTV) — creating seamless, powerful omnichannel experiences that move with the consumer.

Let’s explore how modern DOOH — powered by audience sync, real-time buying, and interactive location intelligence — is reshaping the way brands engage in public spaces.

A Seamless, Unified Consumer Journey

Today’s consumer isn’t just on one screen — they’re on all of them. One moment they’re checking a train schedule on their phone in London, the next they’re seeing an ad on a transit screen, and later, they’re streaming their favorite show on a smart TV.

With Targetoo’s audience sync technology, advertisers can bridge these touchpoints. Imagine running a DOOH campaign across large-format LED displays in Madrid, while simultaneously targeting the same users on mobile apps and CTV platforms. The messaging feels consistent, the recall increases, and the impact deepens.

This kind of omnichannel approach doesn’t just drive awareness — it drives results.

Smarter Targeting Through Relevance

DOOH today is far from one-size-fits-all. By tapping into geolocation, footfall analytics, and device ID mapping, Targetoo enables hyper-local and interest-based targeting.

For instance, a luxury fashion label in Milan can choose to display its ad only near high-end shopping zones during peak retail hours, while a tech brand in Dublin might focus on university campuses and co-working spaces. This ability to filter messages based on user interests and physical location ensures that campaigns aren’t just seen—they’re relevant.

In a world of overexposure, relevance is everything.

Real-Time Buying and Optimization

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With programmatic DOOH, speed and flexibility come standard. Brands can now buy DOOH inventory in real time, just like they would for digital or mobile ads.

Targetoo’s interface lets you browse available screens via an interactive map—zooming into hotspots across Europe, North America, and emerging markets of all over world. You can schedule campaigns down to the hour, trigger messaging based on time of day, and even swap creatives mid-flight to reflect updated offers, weather changes, or live events.

Pair that with real-time performance data and you’ve got a DOOH engine that’s not just powerful, but agile.

Driven by Data, Powered by Insight

The magic of DOOH with Targetoo is not just about being seen—it’s about knowing what works.

Every campaign you launch is backed by robust analytics: impressions, device proximity, footfall, dwell time, and more. You can track how many mobile users passed a screen in Barcelona, how long they were exposed to your message, and whether they later engaged with your app or website.

This data feedback loop allows you to optimize not just for impressions, but for outcomes—whether that’s awareness, foot traffic, or conversions.

Memorable, Unskippable Brand Moments

Unlike mobile or web ads, DOOH cannot be blocked, skipped, or scrolled past. It exists in the physical world, and that creates space for real, emotional brand storytelling.

Imagine launching a campaign that lights up a digital screen outside a stadium in Rome right before a football match—or placing a visually stunning video loop on a massive LED in Stockholm’s central station during rush hour. These moments create impressions that last, precisely because they’re unexpected, unavoidable, and often—unforgettable.

DOOH offers real presence in real places, delivering a brand experience that’s intimate, bold, and tactile.

Step Into the Future of DOOH with Targetoo

As cities become smarter and screens become more connected, DOOH is no longer just outdoor advertising — it’s a vital part of your digital strategy.

With Targetoo’s DOOH platform, you can:

• Plan campaigns visually with a real-time interactive map UI

• Sync messaging across Mobile, CTV, and Out-of-Home

• Buy inventory programmatically with full transparency

• Target based on location, interest, time, and demographics

• Optimize performance using multi-layered campaign insights

Whether you’re looking to build awareness, drive footfall, or reinforce a mobile-first message — DOOH, when done right, brings your brand closer to the real world.

Ready to explore the map and launch your next campaign?

Let Targetoo be your guide in transforming public screens into precision media. Let’s make moments that move people.

Top Strategies to Scale Your Shopping App Audience in 2025

In 2025, shopping apps are not just thriving; they are dominating the mobile landscape. Global mobile commerce is expected to surpass $2.89 trillion, with mobile accounting for over 70% of all e-commerce transactions. The opportunity is massive, but so is the competition. If you are a marketer, developer, or growth strategist, the real question is, how do you grow your shopping app’s audience in such a crowded market?

At Targetoo, we help brands navigate this complex ecosystem with performance-driven programmatic advertising across iOS, Android, and beyond. Here are the top strategies you need to stay ahead in 2025.

Target Smarter With Dynamic Retargeting

User acquisition is only the first step. The real ROI lies in keeping users active and converting. That’s why dynamic retargeting is no longer optional—it’s essential.

Unlike static ads, dynamic retargeting uses real-time behavioral data to show users personalized content. Imagine a user in Germany who browses sneakers but drops off. A tailored ad later shows them the same pair—now with a limited-time discount—right in their Instagram feed or inside a casual gaming app.

With Targetoo, you can run personalized retargeting campaigns across iOS and Android at scale—boosting engagement, lowering cost per conversion, and driving repeat purchases.

Leverage Complementary App Ecosystems

Don’t just market in isolation—align your app with complementary categories where your ideal users already spend time.

A growing segment is coupon and discount apps, especially in regions like Western Europe and North America, where cautious spending and inflation have created a wave of value-conscious consumers. Downloads of deal-focused apps have risen 25% YoY, with iOS users increasingly turning to these platforms for price drops and flash sales.

By advertising within this context or forming content partnerships, you can reach users right when they’re most likely to act.

Capitalize on the Rise of BNPL Users

Buy Now, Pay Later (BNPL) services are exploding across the U.S. and Europe, particularly among Gen Z and mobile-first millennials. Apps like Klarna, Afterpay, and Clearpay are not only popular—they’re becoming purchase enablers for users who otherwise might hesitate.

By targeting users who frequent BNPL apps or by integrating BNPL options into your shopping experience, you provide flexibility and reduce cart abandonment. Targetoo allows precision targeting of these user segments with location-based, device-specific, and behavioral filters—so you can catch them at the right moment with the right offer.

Think Local, Scale Global

Europe and the U.S. may dominate mobile commerce spending, but user behavior is increasingly region-specific.

For example, Spanish Android users tend to engage heavily with price-driven promotions during seasonal sales, while French iOS users show strong loyalty to premium retail brands with fast delivery options.

Targetoo empowers you to localize your ad creatives, language, offers, and timing—delivering regionally relevant experiences that resonate. This type of cultural customization significantly boosts click-through and retention rates.

Invest in Always-On Campaigns, Not Just Seasonal Peaks

While mega-sales like Black Friday, Singles’ Day, and Christmas still matter, mobile shopping has become an everyday habit. Waiting for Q4 isn’t a sustainable strategy.

Top brands are now adopting always-on campaigns using tools like Targetoo’s AI-optimized bidding and real-time campaign adjustments. This lets you stay visible year-round, win micro-moments, and build brand familiarity long before a user’s “buy” moment arrives.

Ready to Scale Your Shopping App?

Growing your shopping app audience in 2025 means thinking beyond downloads. It’s about delivering value, personalizing every interaction, and tapping into the real-life behavior of mobile users—from New York to Amsterdam.

With Targetoo, you can:

• Launch hyper-targeted campaigns across 70+ ad exchanges.

• Leverage dynamic creatives based on real-time user activity.

• Reach high-intent iOS and Android users with precision.

• Drive sustainable growth through smart retargeting and audience expansion.

Don’t just compete. Convert, engage, and retain with Targetoo as your mobile growth partner? Let Targetoo guide your journey to measurable fulfilment!

From Downloads to Loyalty: How Dynamic Retargeting Fuels Long-Term App Success in Europe

Europe’s mobile app landscape is booming, but beneath the surface lies a major challenge: user churn. In markets like Germany, France, Spain, and Italy, millions of users download apps every month, only to abandon them within days. In fact, across much of Europe, the average Day-30 retention hovers below 5%. For brands relying on installs as their core KPI, this churn is unsustainable.

To thrive in this environment, brands need more than just aggressive user acquisition. They require intelligent, personalised retargeting strategies that effectively bring users back and increase their lifetime value.

What Is Dynamic Retargeting?

Unlike traditional retargeting, which serves static ads to all dropped-off users, dynamic retargeting adapts in real time. It uses each user’s behavior — their searches, preferences, cart contents, and in-app actions — to deliver personalized, relevant ads across mobile, web, and Connected TV (CTV).

Let’s break it down:

• A user in Berlin checks out a fitness app but doesn’t subscribe — later, they see a personalized ad offering a free trial of the exact plan they viewed.

• In Barcelona, a shopper abandons a cart in a fashion app — a follow-up ad shows the same dress with a limited-time 15% discount.

• A gamer in Paris who paused at Level 5 sees an ad showing a new reward for returning.

These custom-tailored nudges are more than just smart advertising — they’re precision engagement tools.

How It Works with Targetoo

Targetoo’s DSP makes dynamic retargeting simple and powerful:

AI-powered optimization: Targetoo uses campaign insights to refine which messages, timings, and creatives work best country by country, user by user.

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Why It Matters in Europe

Europe's diversity is its strength — but also a challenge for app marketers. User expectations, price sensitivity, and language preferences vary widely between regions. Dynamic retargeting meets these challenges head-on:

1. Revives Dormant Users with Precision

Users who’ve already installed your app are warmer leads. Retargeting these users has been shown to deliver up to 30% more revenue and 2x stronger retention than new installs.

In high-competition verticals like fintech in France or food delivery in Italy, where user LTV is critical, this reactivation can mean the difference between growth and stagnation.

2. Improves Conversion and Engagement Rates

Generic ads don’t cut it. A user in Amsterdam who browsed vegan snacks is far more likely to click on an ad showing the exact product — rather than a broad discount. Dynamic creatives increase CTRs, reduce cost-per-action, and improve the overall user journey.

3. Adapts to Price Sensitivity and Cultural Context

A user in Poland might respond to a price-drop notification; a user in Sweden might value eco-certification badges. Targetoo enables custom messaging per country, user, and action — even adjusting language and visuals for local holidays or shopping seasons.

4. Builds Trust Through Relevance

People don’t mind ads — they mind irrelevant ones. When retargeting is personalized, timely, and helpful, it builds trust. That trust, in turn, fuels better retention, monetization, and brand equity.

From Short-Term Installs to Long-Term Growth

In Europe’s app economy, acquiring users is only half the battle. Holding their attention, re-engaging them post-drop-off, and increasing their value over time is where true growth happens.

Dynamic retargeting isn’t a nice-to-have anymore — it’s a necessity.

Whether you're launching in Germany, scaling in Italy, or testing in the Nordics, Targetoo DSP provides the tools to personalise at scale, optimise continuously, and convert churn into opportunities.

Ready to Power Smarter Retargeting?

With Targetoo, you gain everything you need to launch smarter, scalable retargeting campaigns across mobile, web, and CTV. From dynamic creative generation and deep behavioral insights to hyper-local targeting and real-time optimization, our platform enables you to re-engage users with precision and relevance. Whether you're looking to revive dormant users in France, boost conversions in Germany, or scale campaigns across multiple European markets, Targetoo offers the reach, flexibility, and control to turn churn into sustained growth. Tap into personalized ad delivery, AI-powered decision-making, and seamless user journeys that bring your app users back—right where they left off.

Inside the Bid: Explaining Targetoo’s DSP Bidder (RTB)

In the world of programmatic advertising, milliseconds matter. Every digital ad you see, whether on a website, mobile app, smart TV, or DOOH (Digital Out-of-Home) screen, results from a high-speed auction that takes place behind the scenes. At the heart of this process is a Demand-Side Platform (DSP) bidder, like the one operated by Targetoo.

Let’s break down how Targetoo’s bidder works based on the flowchart in Figure 1. We will also explore the strong mechanics driving real-time bidding (RTB).

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Step 1: It All Starts with a Bid Request

When a user visits a website or app that serves programmatic ads, an ad impression opportunity is generated. This triggers a bid request, which includes key data such as:

• Device and browser type

• User location (if available)

• Content context

• Audience attributes (from DMPs or first-party data)

• Ad slot size and format

This bid request is sent to Targetoo’s DSP Bidder, where the real magic begins.

Step 2: Creative Matching and Price Calculation

Once inside the Targetoo DSP Bidder, the system immediately begins matching the incoming bid request with available creatives in its inventory. Each creative is evaluated for:

• Relevance to the impression opportunity

• Compliance with publisher or exchange requirements

• Targeting criteria (e.g., geolocation, language, device)

Alongside this matching, the system calculates a bid price for each creative. This price reflects the predicted value of winning the impression, based on factors like historical engagement, predicted conversion probability, user segment quality, and budget constraints.

Step 3: Optional Third-Party Service Enrichment

What makes Targetoo’s architecture even more robust is its integration with third-party services.

At this point in the flow, Targetoo can send:

• Bid request data

• Creative candidates with their calculated bid prices

to an external decision-making or optimization service. These services can run additional models or rules, such as:

• Machine learning-based bid price optimization

• Frequency capping checks

• Custom campaign logic

The third-party service returns the winning creative and, if needed, a modified bid price if it identifies opportunities for improvement. This flexible interaction allows advertisers to use their own intelligence or outside optimization tools without delaying the auction process.

Step 4: Bidding Agent Takes Over

Now that a winning creative and price are selected—either through internal logic or third-party enrichment—the Bidding Agent moves into action. This component is responsible for:

• Assembling a valid bid response

• Formatting it according to OpenRTB standards

• Including the bid price, creative ID, and tracking elements

This rapid response must be executed in less than 100 milliseconds to be considered in the ad exchange’s auction.

Step 5: Bid Response is Sent

Finally, the bid response is sent back through the auction pipeline. If Targetoo’s bid wins, the creative is displayed to the user in real-time. If not, the bidder simply waits for the next opportunity.

Why This Flow Matters

This seemingly simple flowchart hides a lot of complexity, but also demonstrates the elegant automation behind Targetoo’s DSP. Here's why it’s so powerful:

• Speed and Efficiency: Every step, from bid request to response, happens in milliseconds. The ability to run creative matching, bidding logic, and third-party optimization at scale without latency is a technical achievement.

• Customization: Integration with third-party services gives advertisers flexibility to inject their own rules, algorithms, or audience data into the bidding process.

• Optimization: The bid price isn’t arbitrary—it’s calculated using AI-driven signals that increase the likelihood of ROI-positive outcomes.

• Transparency: A well-structured flow like this allows buyers to understand how decisions are made and where optimizations are happening.

The Targetoo DSP Bidder is more than just a bidding engine. It’s a fast decision-making system that provides precision, personalization, and performance in real-time. 

By understanding this process, advertisers can better see the complexity behind each impression and how their media budgets are optimized with every bid. For brands wanting to grow their programmatic efforts across CTV, mobile, web, and DOOH, Targetoo’s clear and smart bidder setup offers a competitive advantage.

If you want to learn more about RTB and how you can use it to create amazing advertising ROI, get in touch.

How AI is Powering the Future of CTV

Artificial Intelligence (AI) is revolutionising Connected TV (CTV) advertising. What once was a broad-strokes approach hoping to catch the right viewer at the right time has evolved into a data-driven, highly personalized experience. Thanks to AI, machine learning, and Targetoo, advertisers now have access to powerful tools that help them reach the right audience with the right message at the right time.

Let’s dive into how AI is transforming CTV and why it matters more than ever.

From Mass Exposure to Precision Targeting

Traditional TV ads primarily focused on reach rather than relevance. AI has changed that. With machine learning, advertisers can now look at real-time signals like device type, location, and viewer behavior to deliver targeted ads at the household level. Platforms like Targetoo help advertisers transition from old TV panels to real-time, actionable data insights. 

Why does this change matter? Personalization is now essential. Our recent survey showed that personalization can provide up to 8x ROI and increase sales by 10% or more. AI enables smart segmentation and adapts creativity, so every viewer receives an ad experience tailored to their interests. This approach reduces wasted spending and boosts performance.

Real-Time Optimization for Peak Performance

CTV campaigns are now smarter, more dynamic, and more responsive than ever. Nearly 90% of CTV ad spend is already programmatic, driven by AI. Think of AI as the autopilot of a high-performance car—it’s constantly adjusting for maximum output.

Targetoo’s AI-driven platform enables real-time budget reallocation, bid optimization, and even content variation adjustments. It uses predictive analytics to forecast performance and incrementality modeling to distinguish between organic and ad-driven conversions. This ensures every cent of your budget works harder, while reducing manual intervention and boosting ROI.

Keeping CTV Honest: Fraud Prevention & Brand Safety

As CTV grows, so does the threat of ad fraud—fake views, spoofed inventory, and more. AI-powered fraud detection systems act in milliseconds, flagging suspicious patterns and protecting your campaigns from waste.

Targetoo takes this seriously. With its AI-powered verification tools, advertisers can ensure their budgets are allocated only to genuine, viewable impressions in safe environments. From real-time traffic scanning to anomaly detection, AI keeps your ads honest and your brand protected.

GenAI and the Creative Leap Forward

Creative production is getting a major boost from generative AI (GenAI). What used to take weeks, such as scripts, voiceovers, and video edits, can now be done in days or hours. GenAI allows advertisers to quickly test different creative options at scale, which helps deliver more relevant and engaging content to each segment. 

With Targetoo, brands can utilise AI-powered dynamic creative optimisation (DCO) to craft highly personalised ad experiences. McKinsey reports that AI can increase marketing productivity by 5 to 15 percent by automating asset generation and adapting creative content across regions, demographics, and platforms.

Cross-Screen Synchronization: Seamless User Journeys

In 2025, users don’t just watch TV. They bounce from their TVs to their smartphones to tablets. AI makes it possible to sync ad experiences across all of these screens.

Targetoo uses real-time data to track user behavior and deliver personalized follow-up messages—like showing a product on CTV and retargeting with a discount on mobile. This kind of orchestration boosts both user experience and conversion rates.

Enabling Innovation Through AI

AI doesn’t just optimize the current; it unlocks the future. From shoppable ads to interactive experiences and contextual targeting, AI is enabling a new class of advertising formats that feel more like content than interruption.

Targetoo’s smart AI targeting engine ensures ads align with the viewer's content environment—whether that’s a premium OTT platform or a mobile gaming app. Advertisers can tap into real-time publisher analysis and bid-stream insights to deliver highly relevant, brand-safe experiences.

Navigating the Challenges

AI-driven CTV has its challenges. Transparency can be a problem because algorithms often work in “black box” mode. This makes it difficult to grasp budget choices or changes in performance. 

Privacy rules and signal loss also raise concerns. As third-party identifiers fade away, advertisers have to depend on probabilistic models and privacy-first identity solutions. According to the IAB, 95% of marketers expect more laws, and 66% expect less personalization. Targetoo is assisting brands in navigating this landscape with privacy-compliant, AI-supported solutions.

The Future is AI + CTV

The combination of AI and Connected TV is no longer a future vision—it’s a present-day reality. We are making it possible for advertisers to harness the full power of automation, precision targeting, real-time optimization, and creative innovation.

Brands that embrace AI-powered CTV strategies today will lead tomorrow’s advertising landscape. Whether it’s fighting fraud, personalizing creative, or synchronizing screens, AI is making CTV more efficient, engaging, and effective than ever before.

Ready to elevate your CTV advertising campaigns? Partner with Targetoo to unlock the full potential of streaming, CTV, and programmatic advertising with AI.

Connecting Clicks to Store Visits

E-commerce didn’t kill brick-and-mortar—it simply made it smarter. Today’s shopping journey isn’t linear. Consumers seamlessly shift between physical and digital experiences, researching online, purchasing in-store, spotting products, and later buying them online. These hybrid paths are not exceptions—they’re the new norm.

Hybrid Shopping Is the New Normal

Imagine Isabel, who walks through a department store and spots a stylish air fryer. She’s intrigued but unsure. She takes a photo, compares prices online, and decides to think it over. Days later, while watching her favourite cooking show on a smart TV, she sees a CTV ad for the same air fryer, with a limited-time offer and same-day pickup option. She visits the brand’s website on her tablet, completes the purchase online, and collects it from the store where she first saw it. That initial in-store experience didn’t just inspire interest, it set the stage for a digitally completed sale. Or Sagar, who notices sneakers on a DOOH screen, later receives a synced mobile ad, hesitates online, and finally buys after trying them on in-store. These are the touchpoints modern marketers must connect and prove.

Why Attribution Matters More Than Ever

With 75% of Southeast Asians, 48% of Brazilians, and 43% of European consumers blending online and offline shopping, brands need smarter tools to attribute influence and measure outcomes. Targetoo helps marketers overcome this complexity by providing integrated, cross-channel insights to attribute the influence of every ad exposure, whether on mobile, CTV, or DOOH., Brands need smarter tools to attribute influence and measure outcomes. The last-click model is no longer enough. Today’s brands must map full-funnel interactions, syncing screens, locations, and behaviours.

Turning E-Commerce into a Conversion Machine

E-commerce is more than a storefront—it’s a rich source of intent data. Each product view, click, or cart abandonment offers a chance to re-engage. With cart abandonment rates exceeding 70%, strategies like immersive CTV retargeting are essential. When a shopper sees a product ad on TV, browses it on mobile, and later receives a discount via email, those moments matter.

Connecting CTV Ads to e-Commerce Activity

CTV has evolved from awareness to performance. Though not clickable, smart attribution links TV viewing to web visits, app activity, and purchases. Advertisers can tie CTV exposure to site engagement, app downloads, and in-store visits using household sync, IP-based matching, and cross-device measurement.

Cross-Device and Online-to-Offline Measurement

A shopper who browses a product on mobile, checks reviews on desktop, and buys in-store may leave no direct trail—unless tracked intelligently. Programmatic unifies this path, using location data, app signals, and bidstream insights to map journeys and influence decisions with precision.

Drive-to-Store Advertising: From Ad to Action

Consumers still value in-person retail. Drive-to-store campaigns blend digital precision with real-world outcomes. Whether through GPS-triggered ads or DOOH synced with mobile, brands can influence visits and measure footfall uplift. With incrementality models, advertisers distinguish ad-driven visits from organic traffic.

2025 Retail Trends: AI, Real-Time Data, and Omnichannel Experiences

Retail is becoming more intuitive. From biometric payments and AR try-ons to AI-powered personalization, shopping is frictionless, interactive, and smart. Real-time location intelligence enables brands to adapt instantly, while GenAI facilitates on-the-fly creative optimisation.

Retail isn't just digital or physical anymore—it's seamlessly both. The key to unlocking that power is attribution, cross-device sync, and smart programmatic strategies. — Targetoo Insights

Programmatic is the glue between online discovery and offline action. Targetoo’s programmatic solutions combine AI, real-time location intelligence, and seamless cross-device tracking to optimize every step of the user journey. With real-time precision, AI-fueled creativity, and holistic measurement, brands can drive real outcomes across every channel. In 2025, it’s not about where the journey starts—it’s about how seamlessly it ends.

Let Targetoo help. Our data-driven, programmatic solutions are built to drive real-world results—online, offline, and everywhere in between.

Get in touch with us today to see how we can tailor a strategy for your brand.

Our All-New Updated Dashboard: Built for the Future of Cross-Screen Advertising

In the ever-evolving world of digital advertising, adaptability and efficiency are key. Advertisers need tools that not only keep up with today’s demands but are built to anticipate tomorrow’s needs. That’s why we’re excited to unveil our completely revamped platform — a faster, smarter, and more intuitive dashboard built for the future of cross-screen programmatic advertising.

A Smoother, Smarter Experience

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New Dashboard

Our new dashboard is more than just a facelift. It’s a foundational shift toward a platform that is not only visually pleasing but thoughtfully structured. The new UX/UI has been designed with clarity and usability in mind, making it easier for advertisers, media planners, and campaign managers to navigate, build, and optimize campaigns with ease.

From campaign creation to execution, everything is streamlined. Whether you're managing a single campaign or dozens across multiple channels, the platform now allows for smoother navigation, simplified processes, and a more enjoyable user experience. Our goal is simple: let you focus less on learning the tool and more on leveraging it.

Built for Speed, Designed for Efficiency

We’ve reimagined the architecture to enhance speed and performance, so you can get things done faster. The new interface isn’t just prettier — it’s purpose-built for productivity. Key enhancements include:

• 1-step campaign launcher: Quickly create campaigns with an intuitive step-by-step interface, including the ability to save drafts.

• Bulk editing and uploads: Edit multiple campaigns, audiences, creatives, and geolists at once. Upload third-party tags, click URLs, and impression pixels in bulk — saving you hours of manual work.

• Configurable tables: Manage and edit items directly within the table view with drop-down selectors, filters, and advanced sorting options.

Supercharged with Smart Features

This upgrade is more than cosmetic. It's packed with powerful new features that elevate performance and visibility:

• Cross-screen campaign management: Seamlessly manage and synchronize strategies across mobile, CTV, desktop, and other channels.

• Real-time sync with granular control: Set synchronization rules within strategies for better control over budget, pricing, and targeting.

• Advanced targeting: Easily switch between basic and advanced targeting views, complete with collapsible sections for easier navigation.

• Advertiser-centric interface: Advertisers now serve as a hub for both targeting and reporting, unifying campaign logic and results.

Spot Issues and Stay on Top — Introducing Health Status

One of the standout features in this release is the Health Status system. This powerful tool delivers real-time insights into your campaigns’ delivery and performance, allowing you to identify issues instantly — without relying on additional reporting.

From the Campaign Table, you can now:

• See health status indicators at a glance

• View and manage campaign performance directly

• Delete, duplicate, or export campaigns effortlessly

Within each campaign, the Health Status Sidebar gives you live updates on pacing, delivery, and creative status — enabling quick diagnostics and smarter optimization decisions.

Deeper Insights, Better Reporting

Understanding performance is just as important as optimizing it. That’s why we’ve upgraded our reporting capabilities across the board. With Dashboards 2.0, you can now access actionable, snapshot-style insights in just a few clicks. These reports include:

• Inactive campaigns

• Publisher-level data

• Device reach and engagement

• Strategy-specific performance breakdowns

And with Forecaster, you get smarter campaign planning through predictive delivery analytics — helping you gauge expected reach and results before launching.

Intuitive Strategy Management

Our strategy builder is now more instinctive than ever. Whether you're setting frequency caps, controlling budgets, or designing creative syncs, everything is easily manageable within a unified interface. Key updates include:

• Creative studio integration

• Automatic Deal Pricing (CPM vs. CPC models)

• Target Viewable Inventory in real-time

• Sustainable Inventory toggle for green traffic

• CTV sync improvements across web and app environments

These tools work together to empower better media planning, tighter budget controls, and more effective delivery strategies.

Resources, Discovery & Everything in One Place

Say goodbye to scattered settings and menus. With our newly centralized Resources section, all your private assets — creatives, audiences, geolists, and strategies — are available in one unified area. Paired with Instinctive Discovery, users can now explore publishers, reach by device, and performance data — all from a single dashboard module.

A Platform That Grows With You

This new platform isn’t just about meeting today’s challenges — it's designed to evolve with your needs. With upcoming algorithmic improvements, we’re laying the groundwork for smarter CPA reductions and enhanced engagement across screens. As the ecosystem shifts toward privacy-first and ID-less environments, our platform ensures you remain equipped with cutting-edge tools to drive performance.

In Summary

Our new dashboard represents a major step forward in the world of omnichannel advertising. It's more intuitive, more efficient, and built to give you complete control over your programmatic campaigns. Whether you're launching, optimizing, or scaling — you’ll find every task easier, faster, and more impactful.

We invite you to explore this new experience and see firsthand how it can supercharge your workflow and help you stay ahead in a competitive market.

Ready to try it out? Contact Us today and experience the future of advertising.

Engaging DOOH That Results in Interaction

In a world where attention is fragmented and fleeting, Digital Out-of-Home (DOOH) advertising has emerged as a powerful medium to cut through the noise. But true engagement in DOOH doesn't come from flashy visuals alone—it comes from creating meaningful interactions. At Targetoo, we do more than display ads. We engineer experiences that connect with people, drive action, and deliver measurable outcomes.

DOOH with Audience Sync

Targetoo’s DOOH solutions go beyond impressions. We leverage audience sync technology to ensure ads are seen by the right people at the right time. Whether it's syncing campaigns to specific behaviors, device types, or locations, we connect DOOH to a wider consumer journey that begins on mobile, continues through CTV, and finishes at a physical store.

Seamless Cross-Screen Journeys

We use advanced location intelligence to bridge mobile devices and shared screens. This means your message doesn’t just appear—it follows the consumer across touchpoints, from the moment they pass a billboard to when they scroll their phone later that day. With Targetoo, DOOH becomes part of a scalable, omnichannel strategy that enhances recall and boosts performance.

Effortless DOOH. Powerful Results.

From portrait to landscape, static to in-motion screens, we support thousands of DOOH formats across premium inventory. Our platform features a state-of-the-art UX/UI, making it easy to target programmatically and manage campaigns at scale. Whether you're advertising in city centers, transport hubs, or retail environments, DOOH is made effortless with Targetoo.

Drive-to-Store with Measurable Incrementality

Targetoo's unique drive-to-store capabilities allow advertisers to measure footfall uplift and campaign impact in real-time. We go a step further with incrementality measurement, ensuring every store visit can be attributed to the DOOH experience. When combined with weather-triggered creatives or mobile syncing, this becomes a true performance engine.

Smart Weather Advertising

Dynamic weather-based triggers allow your ads to adapt automatically to real-world conditions—think hot coffee promos on cold mornings or sunscreen offers when the sun’s out. This ensures your message is always relevant, increasing engagement and boosting campaign effectiveness.

Unravel DOOH with Targetoo

DOOH Dashboard

where every screen becomes a moment of interaction, and every ad is part of a larger, smarter consumer journey. With Targetoo’s advanced DOOH technology, brands no longer need to rely on guesswork or broad-stroke messaging. Instead, we offer the precision and agility required to craft campaigns that respond to real-time context, whether it’s the weather, foot traffic, or audience behavior. By syncing DOOH with mobile and CTV, we allow advertisers to extend the impact of each impression, reinforcing brand messages across multiple touchpoints and guiding users from awareness to action. Our unique combination of audience syncing, dynamic creatives, and drive-to-store measurement turns DOOH from a passive channel into a performance powerhouse. Whether you're targeting commuters on the move or shoppers on the verge of making a decision, our platform ensures your ad shows up at the right place, at the perfect moment. With seamless integration, premium inventory access, and intuitive tools, Targetoo makes it easy to harness the full potential of DOOH, unlocking interactive experiences that convert.

Want to learn more about scalable, data-driven DOOH? Contact Targetoo today.

Maximizing Footfall with Location Intelligence: Insights from the Targetoo 2025 Report

In today’s dynamic retail landscape, understanding foot traffic patterns is crucial for driving in-store success. As consumers continue to blend their online and offline shopping experiences, brands must leverage data-driven strategies to capture attention and boost engagement. That’s where Targetoo comes in, with innovative solutions that make sense of complex location data and turn it into actionable insights.

What’s Inside the Targetoo Footfall Report 2025?

Our latest report dives deep into the foot traffic patterns shaping the retail environment this year. From analysing real-time data to predicting peak shopping times, this comprehensive guide equips businesses with the knowledge needed to enhance customer experiences and increase sales.

Here’s a sneak peek into some of the key insights from the report:

• Increased Foot Traffic in Urban Hubs: Economic revival has led to a 15% increase in foot traffic in major cities, driven by experiential marketing and in-store activations.

• Weekday vs. Weekend Footfall Differences: Understand how consumer patterns shift between weekdays and weekends, helping brands optimize their campaigns.

• Event-Driven Traffic Spikes: Holidays and sales events like Black Friday continue to dominate, while local festivals also play a key role in driving store visits.

• The Impact of Digital Campaigns on In-Store Visits: Discover how geotargeted ads and DOOH campaigns can increase store visits by up to 20%.

• Case Study: DOOH Campaign Success in 2024: See how a fashion retailer used geotargeted DOOH screens to increase footfall by 30% during the holiday season.

Why You Need This Report

With consumer behavior constantly evolving, staying ahead requires a keen understanding of how location intelligence can optimize retail strategies. Targetoo’s report provides practical recommendations and data-backed insights to help brands capitalize on foot traffic trends and boost ROI.

Download the Full Report

Ready to take your retail strategy to the next level? Download the complete Targetoo Footfall Report 2025 to gain valuable insights and make data-driven decisions that boost footfall and revenue.

Stay ahead of the curve with Targetoo, because knowing where your customers are going is the first step to getting them through your doors.

SKAdNetwork (SKAN) and AdAttributionKit (AAK) Guide

In April 2021, Apple introduced App Tracking Transparency (ATT) as a measure to enhance user privacy. With iOS 14.5, apps were required to explicitly ask users for permission to track their activity across other apps and websites.

How Does It Work?

When users open an app for the first time, they receive a prompt asking if they consent to tracking. If users allow it, advertisers can use the Identifier for Advertisers (IDFA) to track user behavior and deliver more personalized ads.

However, if users opt out, advertisers lose the ability to track them via IDFA, making ad targeting and performance measurement more challenging. According to industry reports, ATT opt-in rates have been increasing, but they remain a crucial concern for marketers.

What Does This Mean for App Marketers?

The inability to track users through IDFA presents several challenges:

• Limited Ad Targeting: Without IDFA, marketers struggle to show relevant ads to the right audience.

• Reduced Revenue: Lower personalization results in lower click-through rates and conversions.

• Measurement Difficulties: Advertisers find it harder to track the effectiveness of campaigns and optimize ad spend.

Apple’s Solution: SKAdNetwork (SKAN)

SKAN allows advertisers to measure campaign performance without accessing granular user data. It helps track app installs while prioritizing user privacy.

Do You Need to Use SKAN?
While not all advertisers fully embrace SKAN, its adoption is increasing. As Apple continues refining its privacy framework, app marketers must stay prepared.

Key Players in SKAN

• Ad Network: Delivers ads and reports conversions to advertisers using Apple’s SKAN API.

• Source App: The app where the ad appears. It must be SKAN-compatible.

• Advertised App: The app being promoted. It must report successful installs and user engagement to SKAN.

SKAN Glossary

• App ID: A unique identifier for each app.

• Source ID: A unique identifier replacing Campaign ID, providing more detailed attribution data.

• Privacy Thresholds: Limits on the amount of campaign data shared to protect user privacy.

• Conversion Values: Numeric values assigned to post-install events to help advertisers measure user engagement.

• Postbacks: Reports sent by Apple to advertisers about app installs and user behavior.

How SKAN Changed iOS Gaming Campaigns

SKAN dramatically altered the way mobile app campaigns are measured, especially in gaming. With less access to user-level data, advertisers had to rethink their measurement strategies. Since gaming relies on downstream signals to assess lifetime value (LTV), optimising conversion values has become critical.

To navigate SKAN’s limits, advertisers need to extract the most value from non-zero conversion values. This approach ensures campaigns remain optimized and performance stays on track despite reduced visibility.

SKAN 3.0 vs. SKAN 4.0

SKAN 4.0 introduces improvements such as:

• More granular attribution via Source ID.

• More postbacks, providing better campaign insights.

• Extended privacy protections through delayed reporting.

• Web-to-app tracking support for a more holistic marketing approach.

How to Transition from SKAN 3.0 to SKAN 4.0

• Update your SKAN SDK.

• Configure campaigns for SKAN 4.0.

• Adjust conversion values for new reporting windows.

Targetoo’s Flexible Mapping

What Is Flexible Mapping?

Targetoo's Flexible Mapping is a tool that enables advertisers to map a variety of variables, such as creatives, ad sizes, inventory bundles, and exchanges (SSPs), without specifically identifying the user and being in compliance with Apple's privacy policies. It does this by utilising the 100 available campaign IDs SKAd provides.

With Flexible Mapping, marketers may go around the restrictions imposed by SKAdNetwork, find the set of factors that performs best, and utilise this knowledge to improve their campaigns.

Maximizing Dimension Reporting for Deeper Insights

Targetoo’s solution leverages four-digit Source App IDs to gain a more detailed understanding of performance. Using all available IDs, advertisers can optimize campaigns by focusing on top-performing dimensions such as Creatives and Placements.

Bridging the Gap with Android Data

When SKAN data is insufficient, advertisers can use insights from Android campaigns to inform iOS optimizations, ensuring smarter decision-making despite data limitations.

Advanced Machine Learning for SKAN Optimization

Targetoo employs advanced algorithms that adapt in real time, ensuring campaigns continuously improve by identifying the most effective combinations.

 The Future: AdAttributionKit (AAK)

Apple is transitioning from SKAN to AdAttributionKit (AAK), introducing key upgrades:

• Re-engagement tracking for measuring retargeting efforts.

• Interoperability with SKAN for a smooth transition.

• Expanded ad format support, including interactive ads.

How Targetoo Helps with AAK

Targetoo ensures clients stay ahead by swiftly adapting to Apple’s updates and continuously refining measurement strategies.

Targetoo is a leading Mobile Growth Platform specializing in privacy-compliant advertising solutions across in-app, mobile web, audio, and Connected TV (CTV). With cutting-edge technology and a data-driven approach, Targetoo empowers brands to run optimized campaigns that drive engagement and results.

Unlocking Shopping Season 2025: The Power of Location Intelligence

As the shopping season approaches, global retail events like China’s Singles’ Day, Black Friday, Cyber Monday, and Mexico’s Buen Fin continue to drive billions in sales. In 2025, the holiday shopping season is expected to be more digitally driven than ever, with brands integrating advanced marketing technologies to enhance consumer engagement. Forecasts indicate that holiday sales will surpass $1.4 trillion, with e-commerce sales set to grow by over 10% year-over-year.

With competition at an all-time high, traditional advertising methods are no longer enough. Shoppers now expect personalized experiences, and brands that fail to deliver risk being ignored. Location Intelligence is emerging as a crucial tool, enabling businesses to engage consumers in real-time, enhance store traffic, and bridge the gap between online and offline shopping experiences.

How Location Intelligence Powers Holiday Shopping in 2025

The shopping season is no longer confined to physical stores or single-day sales. Consumers are shopping earlier, using multiple devices, and expecting seamless interactions across platforms. Location Intelligence empowers brands to:
 

• Engage shoppers based on real-time proximity to stores and shopping districts.

• Optimize marketing spend by targeting high-intent consumers in key locations.

• Enhance omnichannel strategies by aligning digital ads with in-store promotions.

Key 2025 Retail Insights

📍 Geospatial targeting has improved marketing efficiency by over 25% for brands integrating real-time consumer behavior. (Mastercard)

📍 Retailers utilizing location-based advertising have seen a 22% increase in conversion rates. (Deloitte)

📍 40% of holiday shoppers now prefer a mix of in-store and online shopping, requiring seamless omnichannel engagement. (Forrester)

Five Key Strategies for Leveraging Location Intelligence in the Shopping Season

1. Hyperlocal Campaigns for Targeted Engagement

In 2025, shoppers are bombarded with ads across multiple platforms, making relevance more important than ever. Brands are using geofencing and beacon technology to create hyperlocal campaigns that reach consumers only when they are most likely to convert.

Retailers can now activate location-triggered promotions when shoppers enter a designated area, such as a shopping mall or competitor’s store. These real-time interactions not only increase engagement but also influence last-minute purchasing decisions, which are crucial during the shopping season.

2. Competitive Intelligence and Strategic Targeting

Consumers are more price-sensitive in 2025 due to fluctuating economic conditions, leading them to compare prices across multiple retailers before making a purchase. Brands can use location intelligence to monitor competitor foot traffic and strategically deploy promotions to attract shoppers considering alternative options.

By analyzing real-world movement patterns, businesses can identify high-traffic areas and deploy mobile ads that redirect shoppers to their stores. This strategy not only helps in gaining a competitive advantage but also ensures that brands are capturing high-intent consumers actively shopping in the area.

3. Drive-to-Store Advertising and Attribution

The holiday season sees a surge in digital ad spending, but the challenge has always been measuring the impact of digital campaigns on physical store visits. Location Intelligence provides real-time attribution, allowing retailers to track how many consumers visit their store after engaging with a digital ad.

Brands investing in drive-to-store campaigns can now seamlessly track consumer journeys, ensuring that digital investments translate into measurable offline success. This data also enables better ad budget allocation, focusing on channels that deliver the highest ROI.

4. Real-Time Dynamic Ad Adjustments

The shopping season is highly unpredictable, with changing consumer behaviors influenced by weather, local events, and even stock availability. In 2025, brands are deploying AI-powered location intelligence to dynamically adjust their ads based on real-time external factors.

For instance, retailers can modify ad creatives to highlight winter fashion during unexpected cold fronts or push limited-time offers on trending products based on stock levels in nearby stores. This agility ensures that advertising remains relevant, timely, and effective throughout the season.

5. Seamless Omnichannel Shopping Experiences

Shoppers no longer differentiate between online and offline experiences—they expect a unified journey. Location Intelligence helps brands synchronize campaigns across Connected TV (CTV), digital out-of-home (DOOH), mobile, and in-store touchpoints, creating a seamless brand experience.

For example, a consumer who browses a gift of vacation on Smart -TV can get a personal mobile ad with the same product characterized by the same product, where a store locator is for the nearest physical outlet. This integration not only confirms the brand of brand, but also guides shop owners through conversion tracts.

The 2025 Holiday Shopping Journey: A Location-Powered Consumer Experience

Meet Lisa, a tech-savvy holiday shopper looking for gifts. Here’s how Location Intelligence enhances her journey:

🔹 Lisa starts by browsing holiday sales on her phone, checking for the best deals online. Based on her past interactions, she receives an exclusive mobile ad offering her 10-15% off at a nearby electronics store.

🔹 Later in the day, she passes by a digital billboard featuring the same promotion, reinforcing the offer.

🔹 In the evening, while streaming a show on her Smart TV, a CTV ad highlights the store’s extended holiday shopping hours, reminding her to visit before the deal ends.

🔹 When Lisa finally visits the store, the retailer’s AI-driven system identifies her past searches and recommends relevant products, creating a personalized shopping experience.

🔹 After making her purchase, she receives a push notification with a discount code for a future visit, strengthening long-term customer loyalty.

This journey highlights how Location Intelligence transforms disconnected advertising efforts into a strategic, data-driven experience that feels intuitive and customer-centric.

The Future of Shopping Season Marketing: Smarter, Faster, and More Personalized

The retail landscape in 2025 is smarter than ever, with AI-driven personalization, location-based engagement, and real-time data insights leading the way. As brands prepare for the biggest shopping season of the year, those that harness Location Intelligence will gain a competitive edge by:

• Delivering hyper-personalized marketing at scale.

• Optimizing ad spend for maximum impact.

• Creating seamless omnichannel experiences.

• Driving higher foot traffic and in-store conversions.

Maximize Your Holiday Sales with Location-Powered Advertising

At Targetoo, we specialize in advanced Location Intelligence solutions that help brands connect with the right audience, at the right place, at the right time. Whether you need drive-to-store strategies, omnichannel ad synchronization, or real-time campaign optimization, we have the tools to ensure your brand wins this shopping season.

Contact us today to explore how our data-driven solutions can help you maximize holiday sales and build stronger customer relationships!

Digital Advertising Trends 2025 - A Comprehensive Guide for Marketers

The digital advertising landscape is continuously evolving, driven by changing consumer behaviors, emerging technologies, and new marketing strategies. As we move into 2025, brands must be more strategic in their approach to advertising, leveraging AI-driven insights, optimising budget allocation, and ensuring seamless cross-channel campaigns.

This blog explores the most critical trends shaping digital advertising and how brands can navigate them effectively to maximize performance and audience engagement.

1. The Evolution of Advertising: Balancing Brand and Performance Marketing

Marketers are increasingly blending brand-building with performance marketing strategies. Instead of treating them as separate entities, companies are integrating both to drive long-term customer loyalty while maximizing conversions.

Brand marketing focuses on awareness and creating a strong identity.
Performance marketing is centered around measurable actions like clicks, leads, and purchases.

With this shift, businesses must ensure their marketing teams collaborate effectively, utilizing data-driven insights to refine messaging and audience targeting. A well-structured marketing strategy balances demand generation (awareness and engagement) with demand capture (converting leads into customers).

2. Strategic Budget Allocation: Maximizing Returns with Smart Investments

Digital advertising budgets continue to rise, with brands allocating more funds towards high-performing channels. To ensure maximum impact, marketers are shifting investments toward Meta, TikTok, Snapchat, and retail media networks while also exploring emerging platforms such as audio ads and connected TV (CTV).

Key Budget Allocation Strategies:

Performance-Based Allocation: Brands are leveraging predictive algorithms to automatically distribute budget across channels based on performance metrics like ROAS (Return on Ad Spend) and CPA (Cost per Acquisition).

• Dynamic Reallocation: AI-powered tools allow marketers to shift spending in real-time, ensuring underperforming channels receive fewer resources while high-performing channels receive greater investment.

• Emerging Channels: Digital audio, influencer marketing, and interactive ads are gaining traction as marketers explore new ways to engage audiences.

By implementing AI-driven budget optimization techniques, companies can eliminate inefficiencies and maximize return on investment. Targetoo provides advanced solutions to help businesses allocate their advertising budgets effectively, ensuring every dollar spent delivers measurable results.

3. AI-Driven Advertising: The Future of Automation and Personalization

Artificial Intelligence (AI) is at the forefront of advertising innovation, enabling marketers to create highly personalized and engaging campaigns. AI tools enhance creative automation, audience targeting, and performance tracking, making campaigns more efficient and impactful.

AI-Powered Innovations in Advertising:

• Conversational Ads & Commerce: Brands are integrating chat-based ad formats on platforms like WhatsApp and Messenger, allowing real-time interactions with potential customers.

• Predictive Analytics: AI analyzes consumer behavior patterns to deliver tailored ads based on past interactions and preferences.

• Creative Automation: AI-generated visuals, personalized ad copies, and automated A/B testing streamline the creative process, reducing production time while enhancing effectiveness.

A staggering 80% of marketers agree AI is living up to its promise, significantly improving efficiency and campaign performance. With Targetoo's AI-driven advertising solutions, brands can enhance personalization, optimize ad spend, and drive higher engagement.

4. The Rise of Cross-Channel Advertising: Integrating Platforms for Maximum Impact

Consumers interact with brands across multiple touchpoints, from social media and search engines to mobile apps and streaming platforms. To stay ahead, businesses must adopt a full-funnel marketing approach, ensuring consistency across all channels.

Key Cross-Channel Strategies:

• Omnichannel Targeting: Ads should seamlessly follow users across platforms, providing a cohesive brand experience.

• Unified Performance Tracking: Implementing cross-platform analytics helps brands measure success holistically rather than in silos.

• Segmented Messaging: Different audience segments require tailored messaging to ensure relevance and engagement.

By aligning campaigns across multiple channels, brands can create a more effective marketing ecosystem that drives results at every stage of the customer journey. Targetoo's expertise in cross-channel advertising ensures brands can integrate platforms efficiently and maximize their reach.

5. Emerging Advertising Formats: Interactive, Video, and Audio Ads

Consumer preferences are shifting towards more immersive and interactive content formats. Traditional display ads are losing effectiveness, making way for interactive, video, and audio ads.

High-Impact Ad Formats for 2025:

• Short-Form Video Ads: Platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for engaging younger audiences.

• Augmented Reality (AR) Ads: AR-based advertising allows users to interact with products in a virtual space, enhancing engagement.

• Shoppable Ads: E-commerce brands are integrating direct purchase options within social media ads, streamlining the buying process.

• Programmatic Audio Ads: With the rise of digital radio and podcasts, programmatic audio ads are becoming a key channel for brand messaging.

Brands must adapt to these evolving formats to stay relevant and capture consumer attention in a competitive landscape.

6. Measuring Success: Advanced Analytics and AI-Driven Insights

To maximize the effectiveness of digital campaigns, marketers need robust measurement tools that provide actionable insights. Advanced analytics powered by AI and machine learning help brands understand which strategies are working and where optimizations are needed.

Key Metrics for 2025:

• Attribution Models: Marketers are adopting multi-touch attribution to track consumer interactions across multiple channels.

• Lift Studies: Controlled experiments are being used to measure the incremental impact of advertising.

• AI-Powered Performance Prediction: AI-driven forecasting models help brands anticipate campaign success before launch.

With improved measurement strategies, businesses can make data-driven decisions that enhance marketing efficiency and drive better outcomes.

Conclusion: Navigating the Future of Digital Advertising

As digital advertising continues to evolve, brands must be proactive in embracing AI-driven automation, strategic budget allocation, cross-channel integration, and emerging ad formats.

By staying ahead of trends and leveraging technology, businesses can create impactful, data-driven campaigns that drive engagement, increase conversions, and ensure long-term success in the ever-changing digital landscape. Ready to take your app advertising to the next stage? Let Targetoo guide your journey to measurable fulfillment!

Mastering Vertical Video: Strategies for Multi-Platform Success

As the digital advertising landscape evolves, brands must adapt to meet their audiences across multiple platforms. With the rise of short-form, engaging content, vertical video has become the preferred format for capturing audience attention. However, maximizing the potential of vertical video requires more than just creating engaging visuals. It demands a strategic approach that considers platform-specific requirements, audience behavior, and dynamic optimization.

At Targetoo, we specialize in helping brands navigate these complexities with data-driven strategies and tools designed for multi-platform success. Here's how you can optimize your vertical video campaigns effectively:

1. Customize Videos for Every Platform

Creating video content from scratch for every platform can be time-consuming and costly. A smarter approach is to repurpose and adapt existing videos to fit the unique requirements of each platform.

Each platform has specific guidelines, such as aspect ratios, file sizes, and video durations. By tailoring your videos to align with these parameters, you can ensure a seamless viewing experience without compromising quality or brand identity. For instance, a video designed for Instagram Stories may need adjustments in duration and text placement to perform equally well on TikTok or Snapchat.

Targetoo Insight: Our tools simplify video customization by allowing you to dynamically adapt creatives while maintaining brand consistency. This enables businesses to scale campaigns across platforms quickly and effectively.

2. Optimize Budget Allocation in Real-Time

Not all platforms perform equally, and audience preferences can vary significantly between them. By monitoring performance metrics in real time, advertisers can identify which platforms yield the best results and adjust budgets accordingly.

For example, if your vertical video is driving high engagement on Instagram but showing diminishing returns on another platform, reallocate your ad spend to where it matters most. Real-time budget adjustments ensure you’re maximizing ROI without manual intervention.

Targetoo Advantage: With Targetoo’s programmatic advertising solutions, you can automate budget optimization, reallocating ad spend based on KPIs such as engagement rate or return on ad spend (ROAS).

3. Test and Refine Your Creative Elements

Testing is key to understanding what resonates with your audience. By experimenting with different creative elements, such as captions, call-to-actions (CTAs), or video sequences, you can identify what drives the most engagement and conversions.

Testing across multiple platforms can also reveal valuable insights about audience preferences. For instance, one platform’s audience may respond better to a video with bold text overlays, while another prefers minimalistic designs.

Targetoo Tip: Use our advanced A/B testing tools to identify winning creatives and refine your messaging for different audience segments, ensuring consistent performance across platforms.

4. Expand Campaigns Without Losing Focus

Scaling vertical video campaigns across different platforms can be daunting, especially when juggling multiple creative formats and audience segments. Streamlining this process is essential for maintaining consistency and efficiency.

Centralized campaign management can help you monitor performance, allocate budgets, and deploy creatives across platforms like Instagram, TikTok, Pinterest, and Snapchat. A unified campaign structure ensures your messaging stays consistent while reducing the time and effort required to scale.

Targetoo Solution: Our platform streamlines cross-platform campaign management, allowing you to scale your vertical video efforts while maintaining targeting precision and branding consistency.

5. Fine-Tune Targeting with Audience Insights

Understanding your audience is critical to delivering impactful vertical video campaigns. By leveraging audience insights and segmentation, you can tailor your content to align with the behaviors, preferences, and demographics of your target audience.

First-party data and platform analytics can help identify specific audience groups, such as lookalike audiences or users who have interacted with your website. Using these insights, you can create more personalized and relevant ads that capture attention and drive conversions.

Targetoo Expertise: With our robust targeting capabilities, including first-party data integration and advanced audience segmentation, we help you deliver hyper-personalized vertical video campaigns that resonate with your audience.

Succeeding on Multiple Platforms

In today’s fast-paced digital environment, mastering vertical video campaigns is about more than just creativity. It’s about adopting strategies that ensure your content is optimized, your budget is allocated efficiently, and your audience is engaged on their preferred platforms.

At Targetoo, we empower brands to repurpose video creatives, optimize budgets, test variations, scale campaigns, and leverage audience insights effectively. By embracing these strategies and leveraging our expertise, you can stay ahead of the curve and drive meaningful results with your vertical video advertising efforts.

Ready to take your vertical video campaigns to the next level? Contact Targetoo today and discover how our cutting-edge solutions can help you succeed across platforms.

Wishing You a Happy and Successful 2025 from Targetoo

As we step into 2025, we at Targetoo want to extend our warmest wishes to all our valued clients and partners, as well as those who are yet to join us on this exciting journey. May this year bring you success, growth, and countless opportunities to achieve your goals.

Our Commitment to Excellence in Programmatic Advertising

2024 was a year of innovation, collaboration, and growth for us at Targetoo. We are immensely grateful for the trust you have placed in us to deliver exceptional programmatic advertising campaigns. As we embark on this new year, our commitment remains steadfast: to provide industry-leading solutions that drive measurable results and empower your brand to thrive in an increasingly competitive digital landscape.

Elevating Agencies with White Label Solutions

We understand the evolving needs of agencies and the challenges they face in scaling operations. That’s why Targetoo’s white-label solutions are designed to provide unmatched support, enabling agencies to expand their offerings and achieve unparalleled growth. Whether you’re looking to enhance your current capabilities or explore new revenue streams, our bespoke solutions are here to help you succeed.

Ready to Elevate Your Advertising Strategy?

We’re excited to continue growing alongside you in 2025 and beyond. If you’re ready to explore how Targetoo can transform your advertising campaigns or support your agency with cutting-edge white-label solutions, we’d love to hear from you. Book a call or schedule a demo today by visiting https://www.targetoo.com/contact

Happy New Year!

Sincerely,

The Targetoo Team

Global Video Advertising Trends 2024: Streaming, CTV, and Targeted Strategies

In today’s dynamic digital ecosystem, the premium video streaming landscape is evolving faster than ever. With Connected TV (CTV) dominance, live sports engagement, and audience targeting reshaping the industry, businesses must adapt to stay ahead. This global report uncovers key trends and insights from the first half of 2024, offering advertisers and marketers a clear roadmap to success in the streaming world.

Ad Views on the Rise Across Regions

Global ad views for premium streaming content continue to grow significantly. Streaming has officially outpaced both cable and broadcast television in several markets:

• In the U.S., streaming accounted for 40.3% of viewing time by June 2024, reflecting a clear shift in audience preference.

• In Europe, platforms like TF1+ in France and Channel 4 in the UK are driving viewership growth, with ad views up +29% year-over-year (YOY).

This rise is fueled by increasing adoption of streaming platforms, improved targeting strategies, and growing opportunities around premium live content.

Programmatic Advertising Growth: An Industry Standard

Programmatic advertising continues to expand globally, demonstrating its efficiency and relevance:

• U.S. programmatic ad views grew by +15% year over year, driven largely by the dominance of CTV and Free Ad-Supported Streaming Television (FAST) platforms.

• Europe saw an impressive +41% YOY growth, showcasing increasing adoption of automated ad buying among premium publishers.

Deal Types Differ Globally:

• U.S.: Non-guaranteed programmatic deals dominate, accounting for 78% of programmatic ad views.

• Europe: Programmatic Guaranteed (PG) deals lead with 58%, favored for their predictability, compliance, and control.

For marketers, programmatic strategies remain essential, offering precision, scalability, and real-time optimization to reach targeted audiences.

CTV: The Power of the Big Screen

Connected TV (CTV) remains the undisputed leader for ad-supported content consumption.

• In the U.S., CTV accounts for 83% of total ad views, highlighting its dominance across households.

• In Europe, CTV usage grew by +31% year over year, now representing 46% of ad views. Large screens, combined with set-top boxes, account for 67% of total ad consumption.

For advertisers, the CTV experience is unmatched. Viewers prefer the large screen for premium content, and studies show that limited ad interruptions deliver higher-quality engagement and brand sentiment.

Live Streaming: A Growing Global Opportunity

Live sports and major tentpole events are driving ad viewership, particularly in the U.S.:

• In January 2024, the NFL AFC Wild Card Game streamed on Peacock, attracting 23 million live viewers, a historic record for digital streaming events.

• In Europe, events like UEFA Euro 2024, Roland Garros, and the Tour de France are boosting live streaming engagement, with live content expected to continue its upward trajectory.

Live streaming offers a unique opportunity for advertisers to capture large, engaged audiences in real time, bridging traditional live TV experiences with the digital streaming ecosystem.

What Audiences Are Watching: Live vs. On-Demand

The split between live streaming and video-on-demand (VOD) continues to shape audience behavior globally:

• In the U.S., live streaming accounts for 54% of ad views, largely driven by sports and live events.

• In Europe, 78% of ad views occur on VOD content, with long-form content (6+ minutes) dominating viewing time.

While VOD remains strong, live content is growing rapidly, offering advertisers opportunities to engage audiences during key moments.

OTT Platforms Lead in the U.S., Operator Authentication in Europe

Ad distribution platforms vary by region:

• U.S.: Over-the-top (OTT) platforms, including FAST channels and Direct-to-Consumer (DTC) services, dominate with 71% of ad views.

• Europe: Operator authentication platforms (e.g., TV Everywhere) account for 84% of ad views, reflecting consumer preference for broadcaster-backed streaming apps.

For marketers, understanding regional platform dominance is crucial to maximizing campaign reach and efficiency.

Audience Targeting: Precision and Personalization

Audience targeting capabilities are transforming premium video advertising:

• In the U.S., ad views utilizing audience targeting grew +39% YOY, with behavioral targeting leading at 57%.

• In Europe, targeted ad views grew +23% YOY, with demographic targeting accounting for 69%.

As third-party cookie deprecation looms and data regulations evolve, publishers are increasingly leveraging first-party data strategies to optimize audience reach while maintaining a high-quality viewer experience.

Key Takeaways for Advertisers in 2024

The global video streaming landscape is thriving, and key trends underscore its growth potential:

1. CTV Dominance: The large screen remains the preferred device for premium, ad-supported content.

2. Programmatic Expansion: Automation and precision targeting are driving programmatic ad view growth globally.

3. Live Streaming Momentum: Sports and live events are becoming central to streaming strategies.

4. Audience Targeting: Leveraging first-party data is essential for delivering personalized, effective ad campaigns.

5. Regional Platform Preferences: OTT platforms dominate the U.S., while operator-backed platforms lead in Europe.

Targetoo: Your Partner in Video Advertising Success

At Targetoo, we help brands and agencies navigate the evolving streaming landscape by delivering data-driven, programmatic advertising solutions. Whether it’s CTV, live streaming, or targeted campaigns, we empower businesses to:

• Reach the right audiences on premium platforms.

• Optimize ad spend with precision and efficiency.

• Drive engagement and ROI through seamless, personalized campaigns.

Looking Ahead

The year 2025 presents even greater opportunities for advertisers to capitalize on emerging trends in streaming and digital video. Major global events, such as international sports tournaments, anticipated blockbuster streaming content releases, and the continued rise of free ad-supported streaming television (FAST), will drive significant viewership.

Ready to elevate your video advertising campaigns? Partner with Targetoo to unlock the full potential of streaming, CTV, and programmatic advertising.

Contact us today to learn more!