tvbeat and Spectrum Reach Launch Programmatic Linear TV Solution to Expand CTV Advertising Using Traditional TV Ad Inventory
tvbeat, a global leader in Total TV campaign forecasting, planning and optimization, and Spectrum Reach today announced a partnership to bring tvbeat’s programmatic capabilities to linear TV advertising in the U.S. market. This collaboration will bring a fully automated, data-driven buying experience to linear TV, allowing digital advertisers to access traditional TV advertising inventory with the precision and ease of Connected TV (CTV).
Through this new offering with tvbeat, Spectrum becomes the first U.S. Multichannel Video Programming Distributor (MVPD) to execute video ad campaigns in a CTV-like manner using traditional TV ad inventory. Unlike typical linear ad buys that require manual negotiation and facilitation by a campaign manager, this inventory can be bought programmatically, meaning it can be purchased automatically through digital platforms. Advertisers can now buy TV ads in a smarter, more automated way, similar to how ads are purchased for online streaming services.
"This collaboration is a great example of how tvbeat and Spectrum Reach are innovating to meet shifting advertiser expectations and consumer viewing behaviors,” said Dan Callahan, Senior Vice President and Chief Revenue Officer, Spectrum Reach. “With tvbeat's technology, we're enabling our customers to purchase traditional TV ads as easily and precisely as they would with CTV -- a capability previously unavailable for linear buys. This innovation aims to advance the industry by simplifying and enhancing the ad-buying experience."
The system also makes advertising more cost effective, as advertisers only pay when their ads are watched by their target audience. Once campaigns have run, advertisers have access to detailed impression-level reports to gauge ad performance. The system even supports Video Ad Serving Template (VAST) tag execution, a method for organizing and delivering video ads, which is crucial for CTV and digital video ad campaigns.
"By aligning with Spectrum Reach's innovative approach, we can help digital advertisers streamline their processes, boost their returns and reach wider TV audiences with the precision of CTV planning," said Robert Farazin, CEO of tvbeat. “But more importantly, through this partnership, we're delivering solutions that make it easier for advertisers in today’s competitive landscape.”
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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