TotalTV is a big step towards the advertising Holy Grail of people-centric, unified, multi-platform...
TotalTV from dataxu is the productised version of an audience discovery and media planning solution that is at the heart of Sky AdVance. It enables audience-based buying, with classic linear, addressable and connected TV pooled into the same inventory ‘pot’ and integrated into a unified media plan. It allows media owners to target audiences in digital and TV on behalf of clients. TotalTV is now available, and could also be adapted for use by agencies.
TVSquared acquired wywy and its automatic spot detection technology last year so it knows when an ad has been aired. Advertisers provide website, app, call centre and store activity data. The company filters out base-level online traffic, takes account of the weather and judges the impact of other media. The result is an assessment of what value a TV campaign delivered, and how you can optimise spend next time.
As part of Comcast, FreeWheel can work more closely with Comcast Technology Solutions towards a more holistic view of total content monetisation. Content could be switched between subscription and ad-funded, and between SVOD, TVOD and AVOD, depending on what works best at any given time. The run-up to a tennis tournament could be made freely available with advertising, while the event coverage itself goes behind a pay wall, as one example of how flexible the transitions could become.
There are occasions, like for ‘tentpole’ live sports events, when it could make sense to replicate the broadcast advertising breaks on the digital (multiscreen) simulcast. Baked-in ads may not raise any revenue, yet if you use a traditional ad server it will make its own decisions on what ads to place and where. FreeWheel has found a way to serve and monetise digital ads on an impression-by-impression basis while keeping the linear ad schedule intact, and this is just one part of a larger vision to unify digital and broadcast.
RTL AdConnect combines everything a future-facing broadcaster initiative should in the battle for international campaign budgets. It gives brands access to TV, broadcaster VOD, MCN and other digital inventory across 12 territories. It brings four non-RTL broadcast groups into something close to an alliance. It exploits local market expertise to deliver a ‘glocal’ solution. There are media modelling, planning and reporting services. There is one entry point for the buy, and the opportunity to use bespoke creative solutions.
Australia is one of the most pro-digital advertising markets on earth, linear TV ratings are noticeably down and online broadcaster viewing is not measured. Some advertising budget has begun moving out of TV. The television industry knows it must become more automated, more data-driven, better at proving its own value, and probably more collaborative. Future TV Advertising Forum Sydney was a chance to outline the priorities for change and to gauge whether the mood of buyers is shifting, given concerns about digital effectiveness elsewhere. Here is an outline of what we learned.
Unilever has threatened to withdraw advertising from online platforms unless they can guarantee editorial standards. CMO Keith Weed said “We cannot continue to prop up a digital supply chain which at times is little better than a swamp in terms of its transparency.” Analysts at Liberum see an opportunity for broadcasters – namely ITV in the UK - to take a bigger slice of the online video advertising market.
Sport1 overlayed IP-delivered ads into broadcast signals in 2015, without fully substituting them, as an interactive ‘wrap-around’. ProSiebenSat takes a similar approach with its SwitchIn product. Last year RTL fully replaced ads inside the broadcast signal with ads that were delivered over IP, as a proof-of-concept. Now the DVB is using this approach as the basis for its future linear addressable advertising standard for the broadcast market.
The French TV industry has been lobbying the government to reform the regulation that prevents household targeting in linear television, and it is hoped that addressable [linear] advertising could get the green light this year. In anticipation, Orange and CANAL+ have been getting ready – first with catch-up trials and now with linear IPTV that uses a smart multicast-to-unicast ‘tuning’ application for ad insertion.
Broadcasters and DTT market must control their own addressable advertising destiny, or face serious...
After studying whether the DTT broadcast market needs addressable TV advertising, the DVB has concluded that it does – and will be put at risk without it. The new Targeted Advertising standards initiative is designed to deliver a broadcaster-friendly technical framework that puts them in control of their own destiny, with the work of HbbTV at the heart of it.