Aggregation without Aggravation

The demographic diversity of the streaming consumer makes the quotsmallerquot platforms39 audiences ideal for specifically targeted addressable campaigns It shouldn39t matter that an advertiser hasn39t heard of for instance Crunchyroll millions of anime fans have and among them are the exact consumers the advertiser would want to reach If quotnichequot offerings like Crunchyroll Eros Now and Dove Channel aren39t being considered then crucial viewers and potential customers may not get the messageAdsupported OTT providers account for nearly half of all initiated video streams and with platforms like Tubi Pluto and Xumo reporting substantial user growth it39s a segment that39s certain to continue flourishing Of course given the number of players in this space working with multiple account executives would be timeconsuming in the extreme and some of the platforms don39t even have dedicated ad sales teams to contact Enteramp8230 the ad networksIf you worked in media when Digital advertising was in its infancy then the term ad network may conjure all sorts of negative connotations This isn39t entirely fair but it didn39t exactly come out of nowhere either The digital marketplace of the early 2000s was being invented as we went along and it took time for ad networks and the data that powers them to reach a place of reliability and trust A pressing concern then was the idea of finding a display ad in scattershot bargainbasement inventory And for current advertisers in the world of DSPs and audiencetargeted campaigns there will always be that question of quotWhat content am I actually aligning my brand withquot But with the evolutionary bump in streaming video brought on by shelterinplace orders the number of premium environments can only be a boon for advertisers Data technology and whitelist capabilities have made the digital advertising world a little more transparent and maybe that quotad networkquot model can be applied nearly intact to the streaming video spacePerhaps quotAd Networkquot is an outdated term anyway What we39re really talking about are Video Aggregators who manage inventory across a breadth of adsupported OTT services and can identify a campaign39s target audience whether they39re watching The Bob Ross Channel Tastemade or Fawesome Active International39s digital agency iNvolved Media has recently entered this space with its new quoteVolvedTVquot offering And with the established media companies treating all of their OTT inventory as quotPrimetimequot much of the longform streaming content is going to be treated as high impacthigh engagement mediaViewers will never go where we tell them to and seldom where we expect them to as marketers it39s our job to follow them and with the everincreasing number of platforms each with hundreds of channels the amount of work it would be impossible to do this without the assistance of video aggregators and programmatic options As the question of increased fraud especially across ad exchanges in the space looms large CTV is still to be treated as a supplemental extension to a healthy campaignWhether it39s as a heavyup against 1st party audiences or a reach extension tool targeting Cord CutterKindas the new world of streaming is a diverse and massive advertising landscape with plenty to explore Amassing a target at scale via aggregation will reduce the aggravation of finding eyeballs through a bevy of streaming vendors in the wake of the mounting challenges to meet clients39 marketing goals effectively and efficientlyPhoto courtesy of Active InternationalThe article was written by Carl Mayer is director integrated mediaActive Entertainment at Active International and Zachary Santucci Vice President Associate Media Director at Active InternationalClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Aggregation without Aggravation

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Aggregation without Aggravation

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