Satellite TV provider Dish Network is exploring more ways to match marketers’ first-party data with its own window into TV viewership following the launch of its programmatic exchange last fall. Dish already offered access to 82 segments, like age, sex, income and a plethora of propensities, such as the likelihood of a household to watch […]
With major upfront negotiations winding down, Fox, NBC and ABC hope to emulate CBS’ strong showing, which reportedly saw CPM hikes in the low double digits and about 5% higher sales volume. Networks have the leverage this year to command higher prices because of the present scarcity, say buyers. National TV networks reported 19% more revenue […]
Programmatic TV will grow but remain a fraction of overall TV spend through 2017, according to eMarketer’s first forecast on the nascent space, released Tuesday. Spend on programmatic TV, which eMarketer defined as the automated process for buying television ads through cable, satellite or broadcast networks, is expected to more than double to $2.16 billion […]
With TV upfront negotiations underway, digital tactics are wielding more influence as networks court buyers with cross-platform guarantees and enhanced data products. “You can still invest client dollars in proven media, but upfronts are now about online video partnerships you can make long-term investments in,” said Maureen Bosetti, the chief investment officer for Interpublic Group’s […]
Bell Media, the broadcasting and radio subsidiary of Canadian communications company Bell Canada Enterprises (BCE), is bulking up on programmatic for its linear, streaming video and mobile platforms. Using Videology, Bell Media is building an audience indexing and delivery tool for advertisers to plan and execute cross-platform campaigns. The first phase of the integration will go […]
AOL rolled out a programmatic self-serve platform for TV buyers on Monday, and Omnicom Group is the first agency partner to test-drive it. While some competing solutions only enable planning, AOL said its platform also handles execution and reporting. AOL thinks its developing device graph under Verizon gives it a competitive advantage in omnichannel media […]
AT&T has officially entered the programmatic TV fray. The carrier on Thursday revealed the launch of a private marketplace called the Video Inventory Platform (“VIP” for short), which Jason Brown, AT&T AdWorks’ VP of national advertising sales, told AdExchanger was a “data-optimized TV and video planning tool.” The product will be generally available in Q3 […]
How about this for a premiere? Beginning this fall, all NBCUniversal inventory will be available for sale programmatically via the network’s private exchange NBCUx. Ahead of the upfronts, NBCUniversal has rolled out an offering called NBCUx for Linear TV, which will put additional data and automation in the hands of media planners to apply to […]
Automated guaranteed will color direct deals in TV in a big way, not just in digital, predicts Scott Braley, GM of programmatic at Telstra-owned video platform Ooyala. While traditional TV teams are accustomed to buying on a reserved basis, automated guaranteed deals could diversify the direct orders process. Broadcasters could subsequently gain more flexibility around […]
The British broadcaster Sky Media on Monday announced a $10 million investment in the DSP and DMP provider DataXu. Sky hopes the relationship will help it better understand programmatic advertising, said Jamie West, Sky Media’s deputy managing director, in a release. “The money substantiates the belief in each other’s companies,” said DataXu CRO Ed Montes […]
AudienceXpress, a TV planning and buying platform Comcast acquired last summer via its purchase of parent Visible World, is opening up new programmatic TV tools to several agencies, including Horizon and US International. These tools include a self-serve platform and direct APIs, AudienceXpress’ first major product launch since the Comcast acquisition. The beta will last through the […]
Video buyers see a future where they can bundle new-wave TV ad inventory – including VOD and connected TV – with linear television buys. But the “CTV” impression pool is still too shallow for many agencies and brands to bother. “We’re not going to scrape for impressions on some new 5 million-subscriber video startup,” said […]
True[X], the video ad platform Fox acquired last December, partnered Tuesday with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The deal will give True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad […]
The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]
In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]
Clypd and SpotX, two sell-side systems for TV and digital publishers, have jointly launched a cross-screen monetization platform for media owners. TiVo will be the pair’s first data partner, enabling platform users to anonymously match digital ad exposures to national households across TiVo’s 2.5 million set-top boxes. The goal is to allow an advertiser or […]
DISH Network is subscribing to the programmatic playbook, enabling greater automation and data application for buyers bidding on addressable TV spots. The satellite pay-TV provider, representing 8 million addressable households nationwide, on Monday debuted a programmatic marketplace and supply-side platform running on IPONWEB. Its initial demand partners are Rocket Fuel, TubeMogul and DataXu. After an […]
TV has long proven to be an effective channel for Ancestry.com, a provider of genealogical software and services with more than 2 million subscribers. And 1 million have purchased its DNA testing product, AncestryDNA. Commercials advertising Ancestry are meant to be emotional and explain the value of using the family history search site and DNA […]
Cox Media Group’s sell-side platform Videa is sinking more hooks into buy- and sell-side systems. Released earlier this year, Videa has since drummed up strategic partnerships with Gannett, Raycom and Media General on the local broadcaster side. That’s in addition to agency alliances with Carat and Amplifi and demand-side deals with Mediaocean and Videology. Now […]
Video demand-side platform TubeMogul reported that more than 20% of global spend running through its platform in the second quarter came from mobile, programmatic TV and display ad formats. Mobile ad spend drove 10-15% of spend, programmatic TV constituted between 5-10% and less than 5% came from display. “We think this is significant, given our […]
The Programmatic TV Standards Group is drafting a standard designed to set baseline parameters for national and locally distributed inventory. The organization is championed by a few industry vets, agencies (Magna Global, Starcom MediaVest), one third-party measurer (Management Science Associates, or MSA) and vendors (AudienceXpress). “The first standard we’ll be defining is [what constitutes] national […]
Consumer packaged-goods startup Hello Products is combining TV with offline activations to create a competitive edge for its oral care products. As a challenger to household names like Crest and Colgate, Hello aims to differentiate its ethos through natural formulas and bright and alluring packaging. The brand is now activating digital video and TV with […]
Comcast’s plan to acquire Visible World, announced late Thursday, will deepen its addressable TV prowess, but the real target might be Visible World subsidiary AudienceXpress and its burgeoning buy-side dealings. Comcast’s inheritance of AudienceXpress, which provides provides digital workflow automation for the buying and selling of linear TV ads, could reduce the media giant’s reliance […]
ISpot.tv, which helps advertisers gauge the cross-channel impact of their national TV ads, revealed Tuesday it raised $21.9 million in Series B funding from Insight Venture Partners, bringing its total funding to $27.5 million. The Seattle-based company, which has more than 60 employees and 150 customers including P&G and Holiday Inn, will invest this latest […]
In the first quarter, TubeMogul’s self-serve software, called Platform Direct, accounted for 78% – or $55.3 million – of total advertiser spend running through the company. The video demand-side platform (DSP) has worked to migrate managed services clients onto its platform, which could garner the recurring revenue and customer-retention rates characteristic of enterprise software deployments. Agencies accounted for 37% of Q1 spend on […]
Traditional cable nets are increasingly turning to video demand-side platforms to factor things like digital purchase habits into the TV-planning process. Cadent Network, a national media network that partners with more than 200 multichannel video programming distributors (MVPD) and more than 80 cable networks at the local and national level, including Verizon FiOS, Comcast and […]
On Monday, WideOrbit, a broadcast tech provider and a cross-channel SSP, officially launched WO Programmatic TV, a local broadcast TV marketplace that had been in beta for the past few months. WideOrbit also unveiled a dashboard for sellers to access that exchange as well as a tool to help both buy and sell sides distribute, track […]
Video supply-side platform consolidation was huge last year – Telstra (Ooyala) grabbed Videoplaza, Facebook bought LiveRail and RTL Group planted a majority stake in SpotXchange. But in the wake of all the acquisitions, new SSPs also arose. The latest is Videa, a TV SSP backed by broadcaster Cox, unveiled Thursday. Videa has been in beta […]
Although programmatic TV executions are far from “real-time,” agencies and some of the digital DSPs have made headway as suppliers open up greater access to inventory (at least on the local-market level). MDC Partners’ Varick Media Management is one of them. The company claims it buys programmatically now across seven different channels, including TV. One […]
Video and cross-screen private marketplaces (PMPs) are all the rage, though their strategic uses differ from publisher to publisher. AOL’s newest PMP partner, Rev4 Media, wanted to take advantage of the silver screen and the associated second-screen opportunity for mobile app developers. It’s in the process of building a PMP using AOL’s technology. Rev4 Media […]
