Amanda Powter on AOL’s Programmatic TV Offering

Charlene Weisler amp160What is ONE by AOLAmanda Powter amp160It is our flagship programmatic platform for both advertisers and publishersamp160 On the buy side ONE by AOL enables brands and marketers to optimize their campaigns across all screens formats channels and inventory types On the sell side we support publishers helping them maximize their inventory and drive meaningful monetization across every format and channel ONE by AOL is a complete endtoend stack increasing efficiency reducing waste and improving performance We give both advertisers and publishers full control of their own data choice of tools and media And we offer a powerful analytics engine at the core of the technology driving actionable results with realtime audience data and crosschannel insightsCharlene What is the overall elevator pitch for the new selfserve initiative for ONE by AOL TV How does data play a roleAmanda We expanded our flagship ONE by AOL Platform to include a selfservice programmatic TV buying module It brings national TV network inventory premium broadcast and cable with audience scale to match into a selfservice datadriven and interactive planning and buying platform Traditionally linear TV inventory has been bought using broad demographics that lack the necessary targeting to drive deep relevancyWe have applied realtime planning and intelligent automation to core parts of the workflow which allows marketers to take full advantage of rich data capabilities quickly and easily while still interfacing seamlessly into existing TV systems and processes With our new selfserve programmatic TV module we put advanced data capabilities and precision in the hands of buyers We believe it will advance the way TV media is valued bought and soldCharlene Tell me the specifics as to how it works and can it be cross platformAmanda Advertisers can take campaign buying and targeting into their own hands They can go into the platform and with just a few clicks generate a TV media plan selecting audience targets establishing KPIs and setting campaign parameters interactively on top of realtime services with the most timely inventory and audience data availableMarketers build plans against national broadcast and cable TV inventory leveraging their own rich firstparty data or proxy targets built from hundreds of attributes and our proprietary TV viewership scoring metric to understand how these plans will deliver against their specific targets Once they have generated the plan that meets their goals they can submit the order directly to the networks from within the platform through a fully automated integration directly with our network partners With our platform advertisers purchase inventory and measure campaign performance with complete supply and pricing transparency transacting highly targeted programmatic buys alongside their existing buysWe have also made it possible for TV media plans to be influenced in realtime by granular campaign learnings Through use of our Convertro measurement and attribution offering advertisers that execute TV media plans may also have access to distinct datadriven insights into their campaign impact through builtin multitouch attribution spanning linear TV mobile and digital For instance advertisers can correlate a television adamp8217s influence on mobile site traffic or digital video viewership This allows advertisers to develop amp8220smart campaignsamp8221 that can pivot as needed based on attribution learningsCharlene What data sets are usedAmanda We leverage rich firstparty advertiser customer data such as advertiser CRM data or proxy targets built by selecting from hundreds of attributes which are then analyzed through our patented predictive targeting tools This is integrated into the selfservice module where the most uptodate inventory is scored in real time as a user is interactively planning their campaign Through thirdparty audience data partnerships in place with the industryamp8217s top automotive instore shopping demographic and TV viewing data companies including Experian Acxiom Personicx MRI IHS Automotive Shopcom and Rentrak we also are able to enable these TV targeting segments within our selfserve module Combined we are bringing marketers the most extensive data and targeting solutions for TV allowing them to make more effective media buys that are driven by personlevel data and proprietary predictive audience targetingThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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Amanda Powter on AOL’s Programmatic TV Offering

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Charlene Weisler

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Amanda Powter on AOL’s Programmatic TV Offering

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Charlene Weisler

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