Innovation in the face of audience fragmentation: Exte's advertising strategies

Exte presents its latest developments to combine advertising programming with the new context of television consumption, in which viewers distribute their attention across multiple platforms, devices and formats.

In this scenario CTV in which brands need to combine segmentation technologies, high-impact advertising formats and measurement capabilities to develop more precise, relevant and effective strategies, Exte launches solutions to the market that seek to combine segmentation, creativity and measurement so that your clients maximize the performance of their campaigns.

One of the main enablers of this transformation is Automatic Content Recognition (ACR), a technology that allows audiences to be segmented based on real television consumption habits. Combined with contextual targeting, provides brands with precision to identify relevant audiences and optimize their campaigns in television consumption environments.

The evolution of CTV also promotes new spaces for brand communication. Formats like Home Screen, which impact the user the moment they turn on the television and begin to discover content, and the FAST Channels, which combine the experience of linear television with the flexibility of the digital environment, expand the opportunities to generate notoriety and capture attention from the beginning of the audiovisual experience in an environment that is also free for the user.

The effectiveness of these formats is also beginning to be supported by evidence. An advertising efficiency study carried out by Neurologyca, powered by Kopernica, positioned the Home Screen of LG Smart TV as the advertising format best valued by users within the television environment. The analysis, developed with neuroscientific methodology, shows that this format reaches a 78% attention, compared to the 21% recorded by the display traditional. Likewise, a 69% suggested recall and the lowest levels of emotional rejection among all the formats analyzed.

Indiana Quiñones, country manager from Exte Argentina, highlights this change in advertising model in digital environments, in which content discovery spaces acquire a strategic value for brands: “The Home Screen allows generating real attention from the first moment of the audiovisual experience and, combined with the segmentation capabilities allowed by the application of data ACR, offers opportunities to build more relevant and effective campaigns. Furthermore, the possibility of measure campaign performance in real time “It allows you to optimize results according to the objectives of each brand, consolidating a proposal that integrates reach, segmentation, creativity and measurement to respond to the challenges of an increasingly fragmented audiovisual ecosystem.”