Partnerships Drive Data-Enabled Buying at Scale, says FreeWheel Video Marketplace Report

quotAdvertisers want to use television as a fullfunnel solution that marries the best of traditional television with increased datadriven capabilities for targeting and measurementquot David Kline executive vice president of Charter Communications said during Cannes Lions 2019 as part of Comcast Advertising39s On Addressability kickoff This articulates the value proposition of premium video as its full range of capabilities become available to advertisers However for premium video to realize its fullfunnel potential industry players must work to deliver against three pillars in a world of convergenceScale Content that reaches a broad set of viewers wherever and whenever they watchSophistication Technology to match viewers with data dynamic ad insertion and delivery measurementSimplicity Easytoaccessandexecute transaction channels that reduce friction for media buyers and sellersLet39s take a closer look at eachScale amp8211 Building InteroperabilityIn the first half of 2019 players across the premium video ecosystem partnered to help advance television39s dataenabled future These industry initiatives seek to promote interoperability and limit walled gardens and silos As an example the USbased smart TV company VIZIO spearheaded quotProject OARquot Open Addressable Ready a consortium dedicated to the development of new standards for addressable advertising on connected TVs CTVs At launch participants included AMC Networks CBS Discovery Disney Media Networks FreeWheel Hearst Television Inscape NBCUniversal NBCU WarnerMedia and Xandr The consortium is designed to benefit audiences and marketers alikequotThrough Project OAR we will combine relevance with reach to deliver a better experience to our viewers and better ROI for our advertisersquot said Mike Dean senior vice president advanced advertising and automation at CBSSophistication amp8211 Laying the Technical FoundationAt this year39s Cannes Lions festival Comcast Advertising with the support of Charter and Cox announced On Addressability an industrywide initiative to bring greater addressability to the TV sector delivering a sound scalable and effective solution for marketers While achieving full addressability will involve a variety of players the first step for On Addressability is to help content distributors with the technical howto of enabling addressabilitySimplicity amp8211 Unifying AudiencesAmpersand and OpenAP entered into an agreement to allow national TV advertisers to tap into the advanced audience segment definitions of OpenAP across the 85 million households available through Ampersand In a joint statement Ampersand and OpenAP noted quotThis initiative is the first of several new data and measurement programs the two companies are developing to support a more open ecosystem for comprehensive TV buyingquotThe initiatives highlighted here demonstrate the need for interoperability to build scale sophistication and simplicity in the premium video ecosystem Moving forward we expect to see more examples of this partnering approach as the TV industry seeks to rapidly deliver valueFor a deeper understanding of the varied factors influencing the evolution of premium video both in the US and in Europe download the FreeWheel Video Marketplace Report Q2 2019Click the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Partnerships Drive Data-Enabled Buying at Scale, says FreeWheel Video Marketplace Report

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Hasan Iqbal

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Partnerships Drive Data-Enabled Buying at Scale, says FreeWheel Video Marketplace Report

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Hasan Iqbal

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