On February 2, 2023, Ranker and its platform Ranker Insights, powered by over 1.3 billion fan votes, began collaborating with AdTech and Data Platform companies to provide entertainment brands and their agencies with a layer of connectivity for their CTV advertising.
In a media environment that is becoming increasingly fragmented, targeted advertising has become significantly more challenging. Ranker Insights offers solutions to inherent problems media companies face when attempting to boost ad dollar effectiveness. While programmatic ad spending in CTV revenue continues to rise and provides some effective routes for entertainment brands to target audiences, no ideal data source for show-level targeting is currently available.
Demographic-based segments are too unfocused for today's entertainment consumer's staggering number of options. Social listening data is incomplete and increasingly used only within platforms, while obtaining and targeting consumers with viewership data is becoming more challenging. Consumption data is flawed due to multiple users in a household, and viewing does not indicate liking when it comes to TV.
Ranker Insights uses fan sentiment from millions of US voters to address these issues. Its data is anonymous and unaffected by privacy laws. Post-consumption data drives votes on the platform, indicating whether the response was positive or negative. The platform includes fans of over 10,000 titles from all major OTT services and networks and builds a ‘Lifetime’ taste history for the consumers.
The solution helps brands extend campaigns by reaching unexpected audiences with strong affinities and hard-to-reach premium SVOD audiences of original series. In this emerging market, fan data is essential because content providers keep viewership data in-house. This data can be used alone or supplemented with other sources and solves entertainment advertiser and agency pain points regardless of the use case.
About Ranker
Based in Los Angeles, California, Ranker is the leader in fan-powered rankings. Ranker Insights, powered by over 1 billion votes, provides marketers, studios, and platforms with personalized consumer recommendations and audience insights using psychographic correlation data. In addition, Watchworthy, launched by the company in 2020, provides statistically relevant, crowdsourced TV recommendations to consumers. The firm is on Deloitte's 2019 Technology Fast 500, Built In LA's Top 50 Mid-Sized Companies To Work For in 2020 and 2021, and Fast Company's World's Most Innovative Companies for 2021 lists