MobileFuse launches improved targeting for CTV and cross-channel campaigns

MobileFuse, an adtech platform for in-app, CTV and digital out-of-home (DOOH), has launched Fusion Video, which provides unique ad units for CTV campaigns. They also announced an update to their CTV targeting and measurement capabilities.

What they do. The CTV solution now has improved targeting and measurement functions. This proprietary stack is designed to drive conversions and target audiences via custom data sets. It can also retarget desired audiences across environments, from CTV to mobile, to DOOH and in-app. 

The company’s new Fusion Video product provides unique ad units for CTV campaigns, at scale. Specifically, the creative solution enhances video content with custom overlays. They also provide new opportunities for audience interaction via QR codes.  

The market. CTV ad spending will reach $34.49 billion by 2025, more than double the 2021 total of $14.44 billion, according to an Insider Intelligence. US AVOD viewers are expected to grow from 127.7 million in 2021 to 164.0 million in 2025, according to another study by them.

Why we care. Marketers have long been aware of the “second screen” phenomenon where consumers look at their phones while watching TV. Both CTV and DOOH have become more integrated with other channels. While doing so, they’ve also become more affordable with platforms like Edison Interactive’s self-service DOOH solution.

Constantine von Hoffman contributed to this report.

Dig deeper: The future of CTV and cross-channel advertising