At Kivi, we understand that reaching the right user at the right time is essential, and our new partnership with Locala allows us to take this capability to the next level.
Advanced Geo-Targeting on CTV: taking local targeting to the next level
In a world where entertainment and advertising are constantly reinventing themselves, advanced geo-targeting in Connected TV (CTV) emerges as one of the most powerful tools to connect brands with local audiences accurately and effectively. At Kivi, we understand that reaching the right user at the right time is essential, and our new partnership with Locala allows us to take this capability to the next level.
The digital evolution in Latin America
Over the last decade, Latin America has experienced a digital transformation that has redefined content consumption. In this context, streaming and CTV have established themselves as undisputed protagonists, shaping the entertainment habits of millions of consumers.
Countries such as Mexico lead in CTV adoption with 67% penetration, followed by Argentina and Chile with 61% each. In Brazil, 50% of the online population identify themselves as “CTV Watchers”, while 63% consume content on these platforms on a daily basis. This growth is also reflected in the increase in advertising investment, which in 2024 reached US$9 million, with Mexico and Brazil concentrating more than 80% of this figure.
Kivi's alliance with Locala: a new horizon for CTV advertising
Thanks to our alliance with Locala, we now have access to deeper and more precise data, which allows us to optimize geo-targeting strategies. This alliance reinforces our ability to segment audiences based on factors such as:- Geographic Location: we identify users in real time based on their location.
- Consumption Behavior: We analyze viewing habits to deliver relevant content.
- Local Context: We adapt advertising messages to the specific preferences of each region.
This not only increases the relevance of ads, but also significantly improves the user experience, achieving a more effective and personalized impact.
Data highlighting the power of local targeting
The impact of CTV advertising goes beyond simple exposure. Recent studies by Comscore reveal that:25% of users comment on the ads they see on CTV.
20% make a purchase after being impacted by a campaign.
95% of households with connected TVs have used at least one ad-supported video-on-demand (AVOD) service in the past month.
In addition, 64% of CTV users in the region prefer subscription models that include ads, highlighting the opportunity to connect with receptive audiences.
Track TV: Kivi's tool for advertising precision
At Kivi, we have developed Track TV, an innovative tool designed to maximize the efficiency of CTV advertising campaigns. With advanced demographic, geographic and contextual targeting capabilities, Track TV enables advertisers to:- Optimize Ad Spend: By targeting only relevant audiences.
- Increase Personalization: By creating messages that resonate with users.
- Measure Results in Real Time: Accurately assessing ROI.
A promising future for CTV advertising
With tools like Track TV and strategic partnerships with Locala, Kivi is redefining the way brands connect with their audiences in Latin America. As CTV consumption continues to grow, the ability to deliver hyper-targeted and personalized ads becomes a key differentiator.The future of CTV advertising is here, and Kivi is leading the way!
Jan 23, 2025 11:00:00 AM
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