What is Always-On Ad Technology and Why Does it Matter?

With this fragmentation of linear viewing coupled with the shift to streaming viewers are in the driveramp8217s seat when it comes to watching premium TV content however they want This creates a challenge for advertisers who are struggling to understand how best to reach their most valuable audiencesWith it becoming more difficult to craft a campaign around a few specific moments or programs of high viewership advertisers must ensure they reach engaged audiences understand the impact of ad messaging and refine campaigns as neededThatamp8217s where an amp8220alwaysonamp8221 media plan driven by an amp8220alwaysonamp8221 tech platform can come in and support advertising strategies Simply put an alwayson tech offering is automated tech that powers near realtime transactions This enables advertisers to continuously monitor and optimize buys at every step of a campaignIn today39s changing TV landscape here are three ways an alwayson tech platform can help drive success1 Ensures you target and reach the right audienceThe lifeblood of any campaign is the accuracy and reliability of targeting your audience segments Advertisers need to be able to find target and reach highvalue audiences across any TV network platform daypart etcWith an alwayson partner that has propriety tech advertisers gain an unparalleled realtime view into not only where that audience is but also an accurate look at inventory availability This means buyers can see if their ideal audience is available for a specific campaign at the exact moment they want to launch Itamp8217s one thing to build out custom audience segments but being able to reach them in premium brand safe environments across linear and streaming platforms is what helps deliver the most effective and efficient campaigns In fact when utilizing an alwayson tech partner to build a custom campaign amp8211 inclusive of streaming TV content amp8211 one brand found a 26 increase against their key KPI among their target audience and in their desired marketsOn top of finding their most valuable audiences access to an alwayson partneramp8217s inhouse comprehensive planning tools means advertisers can build out media plans within minutes not days2 Allows any time optimization to reach your goalsAnother benefit of alwayson tech is that advertisers can consistently monitor campaign delivery and performance This means they can optimize campaigns at any time to ensure optimal frequency and strong performance against KPIs to deliver business goals Being able to adjust on the fly including midcampaign helps maximize results for all campaignsamp8212providing a critical competitive advantage3 Provides transparent reportingAdvertisers today are looking for more transparency from their media partners at every step of the media buying process The nature of an alwayson tech platform means that buyers are consistently receiving the most accurate and uptodate insights on all campaignsThis transparent reporting means indepth detailed campaign insights inclusive of actual reach frequency and impressions to provide accurate results Deeper insights help ensure advertisers are delivering on everything from reach and brand awareness to online and offline sales and are empowered to make betterinformed decisions for future campaignsAlwayson tech helps drive success at every stepAmidst evolving shifts in viewership it is increasingly difficult to capture attention and eyeballs across all platforms and screens It is more important than ever that advertisers can find and reach their intended audiences wherever they are Alwayson tech offers advertisers the ability to create precise audience segments based on viewing habits brand ad exposure and more and optimize in real time to reach consumersAdvertisers can look to a tech partner that allows them to deliver fullfunnel results with unique data and propriety tech to ensure they reach their most highvalue audiences wherever and whenever in realtime ultimately ensuring the most success for multiscreen TV campaignsThe article was written by Scott Collins who is Head of US Commercial Sales and Operations at AudienceXpress a Comcast company where he oversees all aspects of its US business including management of advertising sales and revenue business operations and inventory optimization Collins joins AudienceXpress from Blockgraph where he was Executive Vice President Client Partnerships ampamp Sales Strategy responsible for longterm strategy for advanced TV advertising and managing client and agency partnerships Prior to Blockgraph he was at AMC Networks for more than a decade in advertising sales and strategy leadership positions Before joining AMC he worked as Vice President of Cable Entertainment Ad Sales at NBCUniversal Earlier in his career Collins held roles at AampampE Nielsen Media Research and CBS Television Network and is a graduate of Hofstra UniversityPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 MediaVillageorgMyersBizNet

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What is Always-On Ad Technology and Why Does it Matter?

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