Using Keywords for CTV: 4 High-Impact Strategies.

Keyword controls transform CTV.

With Peer39’s CTV keyword capabilities, advertisers can target or exclude shows with more precision than app- or genre-level groupings. This gives media buyers the flexibility and control they’ve been missing in streaming environments.

Here are four high-impact strategies to put CTV keywords to work.

1. Align with audience interests
   Target shows that mention key themes aligned with your product or audience interest. 
   Examples:

• A fitness brand targets "training," "workouts," or "healthy lifestyle" programming and excludes "cooking"
• A travel brand targets "beach," "resorts," or "adventure," while excluding programming with "surfing" in descriptions

This precision ensures relevance without relying on traditional demographic targeting. This protects your brand without blocking entire genres or apps.

2. Tap into cultural moments
   Use keywords tied to sports, entertainment, or lifestyle events to align campaigns with what your audience cares about most.

• A retailer could target romantic comedies with PG-13 ratings or plot descriptions featuring “weddings” or “engagements.”

• A sneaker brand might align with sports content by targeting NBA games, specific players like LeBron James, or venues such as Madison Square Garden.

Keyword targeting lets you capitalize on timely trends with agility.

3. Refine genre-level targeting
   Genres can be overly broad. Keyword controls allows deep refinement:

• Want Comedy, but not Dark Comedy? Target "sitcom," "lighthearted," "romantic"
• Want Cooking content, but avoid reality competitions? Exclude "contest," "elimination"

This approach keeps you in the right context, while avoiding off-tone shows.

4. Support DEI and brand values
   Use keywords to identify and support inclusive content and creators. Examples:

• Target mentions of "LGBTQ+,” "diversity," or "social justice"
• Exclude shows with content misaligned with your brand ethos

Buyers increasingly expect their media spend to reflect brand values. Keyword targeting makes that practical at scale.

Why this matters now
The CTV ecosystem includes more than 200,000 shows. App-level or genre targeting can’t keep up. Peer39’s keyword targeting taps into program-level metadata like:

• Content summaries
• Actor and director names
• Team names or event venues
• Mood, plot themes, or warnings

You can craft precise, privacy-friendly targeting strategies that mirror how viewers discover and consume content.

Closing thought
Keyword targeting finally brings contextual intelligence to CTV. It's a flexible, scalable way to improve relevance, drive performance, and protect your brand.

Peer39 makes it easy to use. Just like in display, keyword targeting in CTV will soon be a default part of every smart media strategy. Get ahead of the curve now.