OpenAP multi-broadcaster audience-buying platform will soon include digital as well as broadcast linear
The US collaboration between FOX, NBCUniversal, Viacom, and Univision makes it easier for advertisers to conduct audience-based buying at scale, thanks to the use of common audience segments and a central planning solution. From the autumn, the platform will include digital video as well, and so help to break down the barriers between broadcast and streaming video.
The media buyer warns about hype around distributed ledger technology but urges its clients to test, learn and prepare for its use. The company sees opportunities around programmatic, maximising your working media and GDPR compliance, among other things. GroupM itself is exploring a fully-fledged blockchain pilot covering multiple application areas but starting with smart contracting, billing and reconciliation.
The addressable TV advertising solution Sky developed in the UK will be deployed in the USA. Meanwhile, NBCU’s solution for optimised linear buying and its work to use AI to improve the contextual placement of ads near programming scenes will be applied in the UK. The ambition is to create a global solution for advanced premium video advertising. AdSmart will enable international brands and businesses to easily activate targeting and optimisation solutions to reach customers around the world.
Future of Brands Sydney provoked a frank debate about whether the agency model is broken. The best agencies may be clean but are still impacted by the transparency sins of others. There is still a trust problem. Remuneration models leave media services a target for procurement. There are plenty of things to fix, but there is no one-size-fits-all model to break: agile agencies have evolved and can find opportunities even in in-housing.
VOZ is unique: think BARB Dovetail and OpenAP rolled into one, supported by every major commercial broadcaster in the market. It is a Total TV measurement system that is integrated with a database that enables audience-based buying, like targeting auto-intenders across broadcast or streaming TV. This world-class toolbox is due for delivery mid-year and is a potential game-changer, albeit with some practical issues to solve around trading.
Major media owners get behind Blockgraph to enable large-scale, privacy compliant P2P advertising data...
Comcast, Viacom, Charter Communications and Mediaset are onboard the Blockgraph initiative, which seeks to make data sharing and matching more secure, more scalable and easier for the TV industry. An early application for Blockgraph is addressable TV advertising. The technology has been incubated by FreeWheel, within Comcast Cable Advertising. All media companies are being invited to get involved. NBCU has been testing the technology.
Marketers are using programmatic technologies to help them discover and target granular audience segments via non-TV digital media but, according to Amobee, they need more scale for this type of buying. Only TV can deliver the targeted audience reach they need. There is a great opportunity for broadcasters to position themselves at the centre of the audience-based media buying universe, with non-TV digital used to complement them. But first they must generate and share first-party data. Meanwhile, programmatic has to work for TV, meeting a long list of broadcaster-centric requirements.
NBCU is helping to drive the change agenda for TV advertising in the U.S. The company has established direct relationships with advertising clients, launched its own measurement solution for all-screen viewing that is also the basis for a currency, and is trying to improve the viewing and advertising experience with lower ad-loads. It is beta testing the use of machine learning to better match advertising to content. The company predicts a renaissance for TV as an advertising medium, now it combines the “magic and the maths”.
Subscription OTT providers are looking to introduce advertising – and broadcast industry should help...
Thomas Bremond, GM International at FreeWheel and Comcast Technology Solutions, has revealed that both companies are talking to multiple subscription OTT services that have concluded that they need advertising to sustain their content investments. Broadcasters could become their sales representatives, aggregating the newly revealed OTT audiences for marketers. If they do not, someone else will.
The UK’s largest commercial broadcaster ruled out a deal to make its inventory addressable-enabled via Sky AdSmart, saying it does not make strategic sense due to the ‘commission’ it would have to pay. This disappointed one big agency group, which is looking for more scale and easier buys for addressable advertising and wants the major UK broadcasters to solve their commercial differences with Sky and get onboard.