Bringing Precision to the Big Screen with CTV Keywords

Connected TV has always been praised for its "lean-back" experience—the high-impact, emotional storytelling of the big screen. However, it has lacked the "lean-forward" precision of search-style targeting. Until now.

Peer39 has introduced custom CTV keywords, allowing advertisers to apply the same granular intent-based logic they use in display and search to the world of streaming. This isn't about targeting a show title (which can limit scale); it’s about targeting the DNA of the content.

How Keyword Targeting Works

By analyzing plot summaries, descriptions, and metadata, Peer39 allows advertisers to build custom categories based on:

• Themes and Topics: A financial app can target keywords like "investing," "real estate," or "retirement" within show descriptions.
• Talent and Creators: Brands can align with specific actors or directors, creating a "halo effect" by appearing next to talent that matches their brand persona.
• Mood and Tone: Rather than just a genre like "Comedy," brands can target specific moods like "heartwarming" or "irreverent" to ensure their creative matches the viewer's emotional state.

Scaling Without Limits

The beauty of keyword targeting is that it works across the entire ecosystem. It doesn't matter if a travel-themed show is on a major streaming service or a niche lifestyle app; if the metadata matches your "vacation" and "luxury travel" keywords, your ad can find it.

This approach solves both "cherry-picking" concerns and advertisers competing for the same, imprecise viewers. Advertisers can find their audience across 200,000+ programs. It allows for massive reach without sacrificing a single ounce of contextual relevance.