Advertisers Can Now Target Live Sports at the Scene-Level through Viant DSP
We’re excited to announce that TAIV, the leading Connected TV Out-of-Home (CTV OOH) publisher, is now IRIS-enabled™. For the first time, advertisers can target ads at the exact moments that matter during live professional and collegiate sporting events, including all NFL, NBA, NHL, MLB, and playoff games, in bars, restaurants, and venues nationwide. Advertisers will also be able to reach viewers watching the Olympics and the 2026 FIFA World Cup. This is a first for the industry: contextual and scene-level live sports targeting in CTV OOH is now available only on the Viant DSP in partnership with Place Exchange DOOH SSP.
Through this integration, every live sports stream on TAIV’s 10,000+ screens in 1,200+ sports bars and restaurants is assigned an IRIS_ID enriched with contextual data, including game, league, and teams, as well as real-time scene-level signals such as the score, key plays, and even players on screen. Advertisers can now align campaigns with the action on screen and reach fans at peak attention.
A recent case study with a prominent casino showcases the efficiency and effectiveness of TAIV’s CTV OHH targeting. The client sought to increase in-person visits during the NFL season in a cost-effective manner. Ads played on bar TVs quarterly during commercial breaks, keeping the brand top-of-mind at key moments of intent. With the same monthly spend, TAIV delivered 3x more impressions at nearly one-third the CPM of CTV while generating 20% more property visits.
Why TAIV is Different
TAIV is the only CTV OOH network embedded directly into the live sports viewing experience, not running adjacent or looped content. Its screens are the focal point in bars and restaurants, delivering destination viewing with an average of 80 minutes of fan engagement.
Key Differentiators:
- One-stop live sports access: TAIV covers all major sports (NFL, NBA, MLB, NHL, college, and more), eliminating the need to buy across multiple publishers with fragmented rights.
- Proprietary AI detection: 99% accuracy in identifying commercial breaks ensures seamless ad delivery.
- Scale and efficiency: Among the most screens per venue, with CPMs significantly more efficient than linear or traditional CTV.
- 2026 FIFA World Cup: One of the only ways to reach highly engaged fans, as linear and CTV are sold out.
Why This Matters for Advertisers
With TAIV now IRIS-enabled™, advertisers on Viant DSP can:
- Target fans in real time: Align creative with key game moments like touchdowns or power plays.
- Reach premium audiences: Engage 21+ viewers in high-attention environments across priority categories, including Alcohol, Gaming, QSR, Auto, and more.
- Enter live sports affordably: Access marquee leagues like the NFL or NBA without the multimillion-dollar broadcast minimums.
- Conquest competition: Maintain brand presence during high-profile events, even when broadcast rights are held by competitors.
Looking Ahead
IRIS-enabled™ scene-level targeting on TAIV gives advertisers a new way to connect with fans in culturally relevant moments. This partnership is about more than screens in bars. It unlocks true contextual targeting in live sports, at scale, in the places fans come together to watch.
Starting today, these capabilities are available exclusively in the Viant DSP, providing buyers with a powerful first-to-market advantage in real-time targeting in CTV OOH.
CTV and live sports are among the most powerful combinations in media. With TAIV becoming IRIS-enabled™, advertisers no longer need to choose between scale and precision. Now they can have both, engaging fans at the very moments that matter most.
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