Most World Cup advertising budgets will chase 90 minutes of live inventory. The real opportunity is everything around it.
In 2022, short-form VOD generated 4X more views than live coverage in North America. You don't need official rights to win the World Cup. Non-sponsors who target the content ecosystem surrounding the tournament can reach the right fans without the rights price tag.
The fans are there. The inventory is there. The question is whether your strategy is built for it.
We put together a framework for streaming TV advertisers on how to capture the Halo of Relevant Attention before, during, and after the 2026 FIFA World Cup.
Link in bio to download!
In CTV, identity resolution isn’t the only challenge. Attention is just as critical.
As signal loss reshapes our industry, advertisers are asking two questions: ☑️ How do we reach the right viewer? ☑️ How do we ensure they’re actually watching?
In this @beet_tv interview, our CEO Field Garthwaite explains how real-time contextual targeting and measurement solve this by aligning ads to the moments when viewers are most engaged, without relying on personal identifiers.
Privacy-safe signals. Moment-based activation. Measurable performance.
Read the full conversation - link in bio
How did one outdoor apparel brand outpace the competition in CTV? By shifting from who they were targeting to what their audience was watching in real time.
In partnership with @indexexchange , @pmgworldwide leveraged IRIS-enabled™ contextual + emotional targeting to activate ads alongside content that resonated with the brand’s values of adventure, reliability, and inspiration. The campaign was measured by @upwave and delivered outstanding performance, far exceeding Upwave's industry norms for the fashion industry:
9 × higher brand preference
10 × higher favorability
3 × higher consideration
For advertisers navigating the fragmentation of streaming, this is proof that context is an effective identity signal. With real-time contextual intelligence, you can scale premium CTV inventory, align creative to the moment, and deliver measurable outcomes.
Link in bio for the full story
#CTV #ConnectedTV #ContextualAdvertising #AdTech #casestudy #programmatic
At @anamarketers Masters of Marketing @iris_tv Co-Founder and CEO Field Garthwaite reminds us it’s not just about data—it’s about mindset targeting. Whether someone’s watching stand-up comedy, a hospital drama, or a music doc, their mindset shifts—and that’s where the magic happens. @iris_tv is leaning into this by matching creative to content, proving that reaching people in the right mindset can outperform even identity-based targeting. No personal data needed—just smart, empathetic timing.
credit: @havas Superstream
More moments in the spotlight from the ANA Masters of Marketing Conference.🎙️
Many thanks again to Sam Bloom, Head of Partnerships at @pmgworldwide , and Scott Sutton, Dir. of Media at CKE Restaurants, for joining @iris_tv CEO, Co-Founder, Field Garthwaite on stage to share how AI-powered contextual advertising is driving superior outcomes and making CTV advertising more relevant to the consumer.
#ANAMasters #AdTech #CTV #Marketing #ViantAI | @anamarketers
𝗔𝗱𝘁𝗲𝗰𝗵 𝗗𝗲𝗰𝗼𝗱𝗲𝗱—CEO & Co-Founder of @iris_tv Field Garthwaite drops a hard truth: if you're putting ads where they don't belong, they won't perform.🤷♂️
That's where content targeting on #CTV shines—matching an ad to the content being shown has a measurable, positive impact on outcomes like brand recall and favorability. That's the next frontier that Viant + IRIS.TV are unlocking for CTV #advertisers.
#CTVAdvertising #Contextual #ContentTargeting #Adtech #Streaming #ConnectedTVAdvertising
Today, we’re excited to announce our partnership with TCL, one of the world’s leading smart TV manufacturers, to bring the power of video-level contextual advertising to TCL TV+ and TCL Channels. As an IRIS-enabled™ partner, TCL can offer advertisers unparalleled transparency and superior targeting capabilities that drive performance.
By integrating the IRIS_ID, TCL can now deliver deeper context about the video content within its ecosystem, making it easier for brands to align their messages with the moments that matter most. TCL’s premium inventory includes shows and movies from content partners, including Paramount, Fox, Warner Bros. Discovery, and many more.
Check out link in bio to learn more
We're excited to announce our partnership with @Innovid to bring video-level contextual measurement to CTV via the IRIS_ID. This is setting a new standard for measurement and proving that contextual targeting is not just an alternative but the future of effective and privacy-first video advertising.
✔️Advertisers: Maximize the effectiveness of contextual intelligence to allocate more spend to high-performing content.
✔️Publishers: Monetize video inventory, especially FAST, more effectively with contextual segments that meet advertiser demand.
✔️The Ecosystem: Build more trust and transparency for CTV advertising with solutions that are scalable, data-driven, and protect the privacy of viewers.
Our data partners for this solution include @weare4d , @captify , @gumgum , @pixabilityinc , @reticle.ai , @sightlyhq , @silverpushofficial , Spot Runner, Inc., and more. All future data partners will also be available in Innovid’s measurement platform.
The product capability will initially be made available for buyers executing from @viant_tech , @heymagniteClearline , and more.
Link in bio to learn more
#connectedtv #programmatic #adtech #contextualadvertising #FAST
We’re excited to be heading to CES 2025! 🚀
Discover how CTV advertisers are leveraging video-level data through the IRIS_ID to achieve unmatched reach, efficiency, and effectiveness. Let’s connect to explore how we can collaborate and drive success together in 2025.
Schedule a meeting with us with the link in bio —we’d love to chat!
CEO & Co-founder Field Garthwaite sits with TVREV at Coalition for Innovative Media Measurement (CIMM) Summit and shares insights from a recent case study that used video-level contextual targeting to drive superior full-funnel results for CKE Restaurants, Inc.
✅ 6X higher awareness
✅ 4X higher favorability
✅ 3X higher recall
🍔 35% incremental visit lift
💰 152% incremental sales lift
📈 2.2X ROAS
Their agency PMG targeted contextual and emotional data segments created by our data partners including Captify®, GumGum, KERV Interactive, Pixability, Reticle, and Silverpush to place ads when CTV viewers were most likely to watch, remember, and convert.
Want to increase yield and CPMs for your FAST inventory? See how Future Today Inc uses the IRIS_ID and video-level contextual targeting to maximize the value of their video library. Link in bio for full case study
#contextualadvertising #ctv #programmatic #adtech #casestudy
We’re pleased to announce that we've been nominated for the 2024 AdExchanger Awards in the Best Data-Driven TV Campaign category. We were selected for our work with PMG on behalf of CKE Restaurants, Inc!
Congratulations to all the nominees—we look forward to toasting our success together at the Gala during Programmatic I/O in New York on September 24th.
Check out link in bio to learn more about the campaign!
#adtech #programmatic #connectedtv #contextualadvertising
