Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
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Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
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Walmart Reveals Plans to Acquire Smart TV Maker VIZIO for $2.3B
Walmart, a US-based retail chain, has revealed that it will acquire VIZIO, a maker of smart TV, for $2.3 billion. The retail giant made this decision to compete with Amazon by growing its quickly expanding advertising business. Walmart has consistently been a prominent vendor of VIZIO televisions. With VIZIO’s SmartCast OS, the acquisition, according to the company, it will allow for “a profitable advertising business that is rapidly scaling.”
If the agreement is finalized, Walmart will have access to VIZIO’s SmartCast OS, which will enable the retail behemoth to provide its suppliers with streaming device ad display capabilities. Walmart will now be a major competitor in connected TV advertising, alongside Roku, Amazon, Google/YouTube, and Samsung Ads, thanks to the agreement. Closing conditions and regulatory approvals are subject to the deal. The transaction has received unanimous approval from the Vizio board of directors and the approval of shareholders who hold 89% of the voting shares in the company.
Walmart competing against Amazon
The decision was made after Amazon revealed last month that, in addition to the $14.99 monthly or $139 annual fee for Prime membership, it will begin charging its members $2.9 per month to maintain ad-free viewing of their movies and TV shows. With 18 million active accounts, VIZIO’s SmartCast system has increased 400% since 2018. According to the companies, VIZIO’s platform has over 500 direct advertisers. The majority of the company’s gross profit is currently derived from ads.
What impact will this deal have on US television?
The companies intend to merge their individual advertising businesses. Walmart currently has a $2.7 billion advertising business. Furthermore, VIZIO intends to get more access to important consumer data, such as viewership statistics. More people are anticipated to watch Walmart’s advertisements as a result of this. For instance, retailers like Walmart can monitor all advertisements that businesses that sell products there run on VIZIO TVs.
Walmart’s acquisition of Smart TV maker VIZIO and SmartCast OS
Walmart’s acquisition of VIZIO and its SmartCast Operating System (OS) would allow it to connect with and serve its customers in new ways. These include innovative television, in-home entertainment, and media experiences. Additionally, it would open up new avenues for connecting brands with consumers. It would give them unique and compelling chances to interact with consumers on a large scale and get more out of their Walmart advertising budgets. By combining VIZIO’s advertising solutions business with Walmart’s reach and capabilities, the deal is anticipated to further accelerate Walmart’s media business in the United States, known as Walmart Connect. The expansion of connected TV platforms and Walmart’s industry-leading sales of TV panels would bolster these advantages even more.
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Walmart Connect
For fiscal year 2024, Walmart Connect, the retailer’s closed-loop omnichannel media business, experienced 30 percent growth. The company provides sellers and suppliers to Walmart with appealing chances to connect with their target audience wherever, whenever, and however they choose to shop. To accelerate shared growth and provide unique omnichannel solutions for advertisers of all sizes, the company never stops innovating.
In the US, VIZIO already offers free ad-supported content. Moreover, it sells mid-range TVs, the majority of which are outfitted with its SmartCast OS. Additionally, the business recently updated its lineup to include faster startup times, app switching, and an easier-to-use user interface. Conversely, Walmart prominently displays VIZIO merchandise on its shelves in its physical retail locations. Additionally, the retailer sells TV houses under the ONN brand. These are priced on the low end and sell for under $500.
What is VIZIO?
VIZIO’s goal, which was founded in 2002, has been to provide consumers with affordable, high-quality connected home appliances and immersive entertainment. VIZIO’s Smart TV operating system, SmartCast, and its expanding device ecosystem have amassed over 18 million active accounts in recent years, growing by about 400% since 2018. Through the use of advertisements, VIZIO’s customer-focused platform allows users to stream content for free on their devices. Building on this framework, VIZIO established an advertising company that has expanded steadily. Furthermore, it has allowed advertisers to reach large numbers of people. More than 500 direct advertisers, including many of the Fortune 500, are connected to VIZIO’s platform. The majority of VIZIO’s gross profit now comes from its Platform+ business. It is mostly made up of its advertising division.
Here’s what they said
Seth Dallaire, executive vice president and chief revenue officer, Walmart U.S. said,
“There is a lot to be excited about with this acquisition. We believe VIZIO’s customer-centric operating system provides great viewing experiences at attractive price points. We also believe it enables a profitable advertising business that is rapidly scaling. Our media business, Walmart Connect, is helping brands create meaningful connections with the millions of customers who shop with us each week. We believe the combination of these two businesses would be impactful as we redefine the intersection of retail and entertainment.”
William Wang, chief executive officer of VIZIO added,
“We believe this is the ideal next chapter in VIZIO’s history. By bringing our capabilities and resources together, we’ll drive innovation and create even more value for our customers. Walmart’s approach is aligned with VIZIO’s mission and vision, and our technology will help bring a scaled, connected TV advertising platform to Walmart Connect. This transaction delivers immediate and compelling value to VIZIO stockholders and is a true testament to the hard work of the entire VIZIO team.”
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Amazon Prime Video Estimated to Generate $1B From Ad-Supported Tier in Debut Year
With the introduction of advertisements on its video service, which has over 100 million subscribers, Amazon’s Prime Video has created a significant stir in the streaming market. According to MoffetNathanson Research, Prime Video is expected to generate an estimated $1 billion in revenue during its first operational year and is poised to make a major entry into the ad-supported streaming market with its upcoming service launch on January 29. Analysts view Amazon’s move as a “disruptive force,” even though its active viewership in the United States may be lower than that of some rival services. Furthermore, estimates suggest that in 2025, $1.75 billion, $2.26 billion, and $2.76 billion will be this amount.
Lesser ad content than other streaming platforms
Amazon stated that Prime Video would feature “meaningfully fewer ads than linear TV and other streaming TV providers” when announcing its plans. The Wall Street Journal reported that Prime Video would have an average ad load of two to three and a half minutes, which is expected to be significantly less than traditional TV and most streaming services. The report was based on Amazon’s presentation. Certain advertisements will start playing before the content does, and some will run while the show is being aired. More than 200 million people have signed up for Amazon Prime worldwide. This entitles users to free two-day shipping from the behemoth online retailer as well as other perks like access to Amazon Music.
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Different strategy
Naturally, Amazon is adopting a different strategy than other streaming services like Netflix and Disney+. These services introduced more affordable options for plans that have ads in addition to their more expensive ad-free tiers. While this is going on, Amazon is automatically displaying advertisements on Prime Video for all subscribers. Users in the United States will need to actively choose to pay an extra $2.99 per month to avoid advertisements. This will result in an additional $400 million. By the end of 2024, the U.S. will have benefited from a total of $1.4 billion from these actions. In its first year of operation, Amazon is expected to earn $300 million from advertising. Moreover, it is expected to earn an additional $100 million from subscribers abroad.
Other ad-supported services
The company estimates that there are 96 million Prime households in the United States. However, only some of them are actively watching Prime Video. Beyond the ad-supported service, it is estimated that in 2025, Amazon will earn $1.7 billion from FreeVee. It is a Free Advertising Supported Television (FAST) channel similar to Tubi and Pluto TV. It is anticipated that the addition of “Thursday Night Football” will boost Amazon’s digital video and streaming businesses by an additional $600 million. When all of these projects are combined, it is anticipated that Amazon’s yearly revenue from streaming and digital video platforms will reach $4 billion. This will exceed that of rivals like Roku ($1.9 billion), Peacock ($2.3 billion), and Hulu ($ $3 billion).
Other options will be made available
Similar commercial-free options will be available in other markets. Early in 2024, ads will be made available to users in the United States, the United Kingdom, Germany, and Canada. Later in the year, France, Italy, Spain, Mexico, and Australia will host the first-ever Prime Video advertisements. According to Amazon, users who pay for a commercial-free experience will still see advertisements where Prime Video already does so. This includes sports content like Thursday Night Football and material from the FAST service FreeVee.
Read More: Netflix May Monetize Its Games Platform with In-App Purchases and Ads
Yahoo DSP Leverages Both AI and First Party Data For Campaign Advancement
The central AI suite that powers performance-based solutions within the Yahoo DSP, Yahoo Blueprint, was introduced by Yahoo Advertising. Yahoo Blueprint is powered by more than 335 million globally logged-in Yahoo users. It improves decision-making, simplifies AI, and acts as a result-driven guide for advertisers at every stage of the campaign lifecycle. Together with Fortune 500 brand partners and agencies, this new AI suite has launched. With the use of valuable first-party data and state-of-the-art AI technology, Blueprint provides real-time optimization recommendations that enable advertisers to meet their campaign goals and determine the lifetime value and conversion potential of each user.
AI for Yahoo DSP
Yahoo’s demand-side platform (DSP) will benefit from artificial intelligence in order to enhance data visualization, forecasting, optimization, and predictive audiences. Using first-party data, the Blueprint tool can find customers who match the expected value of the brand’s current customer base. Using Yahoo’s algorithmic forecasting tool Omniscope, it allows advertisers to predict the incremental reach of connected television (CTV) advertisers against linear audiences.
Yahoo’s new strategy reflects how the programmatic market is changing. Yahoo left SSP Business because a large number of publishers can now effectively monetize their inventory through programmatic changes to header-bidding wrappers. They therefore depend less on publisher tech platforms. In a similar vein, the introduction of the Blueprint is a reaction to growing buy-side sophistication.
Omniscope – Blueprint’s forecasting tool
One of Yahoo Blueprint’s primary algorithmic forecasting tools, Omniscope, lets advertisers plan and evaluate expected performance and reach across a range of channels, exchanges, formats, and targeting parameters. It assesses how adjustments to targeting parameters can affect scale, projected spending, and winnable impressions, and it facilitates mid-campaign planning and optimization.
Yahoo DSP uses location and purchase data
Yahoo’s solution leverages location and purchase data from users logged in with Yahoo email addresses, as well as first-party behavioral data sourced from their owned-and-operated websites. Yahoo DSP clients can expect better performance with Yahoo Blueprint, leveraging years of AI experience to bid on the right impressions, optimizations through AI co-pilot that suggest campaign enhancements and auto-optimize, and an improved and straightforward user interface (UI) that helps advertisers and increases efficiency. Yahoo’s DSP has long possessed AI capabilities, but Blueprint is able to present algorithmic recommendations for several campaigns on a single dashboard.
Read More: Yahoo Advertising Launches New Suite of Premium Ad Formats Edge-2-Edge
Yahoo Blueprint benefits Yahoo DSP clients
- Better outcomes: Sturdy performance that makes use of years’ worth of AI experience to bid on the appropriate impressions at the appropriate time and cost.
- Self-assurance in optimization: AI copilot that suggests ways to improve campaigns and automatically optimizes to fulfill advertisers’ objectives.
- Efficiency and Simplicity: A more efficient and straightforward user interface that directs advertisers.
Blueprint workflow
In order to improve performance, Blueprint first considers the advertiser’s Key Performance Indicators (KPI) before making suggestions for target audiences or Private Marketplaces (PMPs). These suggestions are accompanied by forecasts of the effects that various audience targeting techniques will have on the designated KPIs. Customers are free to choose whether or not to use these recommended campaign tactics.
First-party data advantage
All Yahoo DSP clients have easy access to the blueprint via the current dashboard. New data visualizations, audience insights, campaign forecasting tool integration, predictive audience modeling, and customer lifetime value features are all introduced during the first phase of implementation. Yahoo intends to release additional information in the upcoming summer. Additionally, when it fits the needs of a particular campaign, Yahoo’s Backstage direct publisher connection is incorporated as a supply source for Blueprint optimization. Yahoo emphasizes how important its first-party data pools are. It is easier to comply with privacy regulations when first-party data that has been collected with user consent is used.
Transparency and accountability
Even though AI-driven optimization tools are very beneficial, there are still transparency issues. This is especially when it comes to competing products like Advantage+ from Meta and Performance Max from Google. Yahoo is dedicated to encouraging candid dialogue with advertisers about the information that goes into its algorithmic recommendations. Notably, when it comes to executing campaign modifications, advertisers have the last word.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
PubMatic Announces Groundbreaking Data Collaboration with Experian
Image source: Ian Coupland’s LinkedIn
The independent technology company PubMatic and the world’s top global information services provider, Experian have announced a ground-breaking data collaboration. PubMatic provides digital advertising with the supply chain of the future. Through the partnership, PubMatic became the first sell-side technology provider of Experian marketing data in the US and the UK, achieving a significant milestone in the advertising industry and offering its clients unique household-level commerce media targeting capabilities.
Experian’s syndicated audiences
Rich data such as consumer demographics, spending patterns, real estate information, and automotive audiences are all included in Experian’s syndicated audiences. These are further enhanced by the comprehensive cross-channel insights provided by Experian’s Mosaic segments. Moreover, the partnership will completely transform the way media buyers use data-driven marketing strategies across commerce media to engage their target audiences. They will be able to leverage the innovative and privacy-focused insights offered.
What’s in it for advertisers?
Media buyers will be able to maximize return on investment, optimize their campaigns, and increase engagement rates. This will be with the help of Experian’s extensive consumer insights and PubMatic’s sell-side targeting capabilities, Through PubMatic’s Connect platform, advertisers will be able to fine-tune their marketing strategies and apply more precise targeting and personalized messaging to targeted audiences, all thanks to access to detailed insights into consumer behaviour such as shopping preferences and transaction details.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
Additionally, through this partnership, advertisers will be able to leverage Experian’s audience insights and consumer data across all of PubMatic’s premium omnichannel inventory. These would include connected TV (CTV), web, in-app, and mobile. The data will also be available at the household level for the first time in the UK’s programmatic ecosystem, instead of at the postcode level.
Pubmatic – Experian Data Collaboration for driving digital transformation
PubMatic and Experian are dedicated to advancing digital transformation and providing media buyers with unmatched targeting capabilities. This partnership transforms the media landscape for commerce. Furthermore, it puts both businesses on a path to influence the direction of data-driven advertising in the future.
Here’s what they said
Peter Barry, VP, of Addressability & Commerce Media at PubMatic said,
By integrating Experian’s robust commerce data into our platform, we give our customers an unprecedented competitive edge by empowering them with a deeper understanding of their target audiences as well as market-leading targeting capabilities, while remaining privacy-centric. We are looking forward to working with brands and agencies and helping them to make the most of this exciting new collaboration and a first for the industry.
Colin Grieves, Managing Director of Marketing Services UK&I at Experian added,
We believe that by integrating with PubMatic we can unlock tremendous value for media buyers, empowering them to leverage our consumer insights to accurately and effectively plan and deliver campaigns that advertisers have long wished for, but seldom found possible. This collaboration will pave the way for innovative marketing campaigns that connect with audiences at a deeper level, driving increased ad relevancy for consumers and stronger engagement for brands.
Read More: PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
LG Ad Solutions and Affinity Solutions Redefine CTV Ad Targeting and Measurement
With novel closed-loop CTV targeting and measurement technologies, LG Ad Solutions and Affinity Solutions have formed a fresh relationship. While Affinity Solutions is the top provider of consumer purchasing information, LG Ad Solutions is a world leader in connected TV (CTV) and cross-screen advertising. The brand-new service, called LoopIQ, was specifically created to use purchase data to target the appropriate people in CTV settings while also assessing the effectiveness of campaigns at boosting consumer spending. The firms claim that the introduction of LoopIQ solutions is in response to growing calls for more precise targeting and concrete measuring techniques in the connected TV market.
Growth in CTV Advertising
Connected TV advertising gives ad tech stakeholders an admirable long-term opportunity by empowering brand advertisers to use data insights to improve ad targeting and campaign optimization. It is unique in that it combines the audience of conventional television with the accuracy and measurement of web advertising. Despite the fact that Connected TV currently only makes up a small portion of the programmatic market, CTV still receives more than $2 for every $5 spent on programmatic. CTV advertising has remained strong despite some collapse in the programmatic market in 2023, and analysts forecast that CTV will account for the majority of the market’s growth in the coming years.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
Insights on LoopIQ
The powerful solution brings together LG Ad Solutions’ Connected TV advertising infrastructure and Affinity’s data analytics know-how. The firms also states that they are dedicated to pushing the limits of what is feasible in the CTV ad space. Furthermore, they want to provide more value to advertisers while improving viewer experiences. The launch of LoopIQ is expected to change how marketers approach CTV advertising. It will also look to establish new standards for ROI in the market. LoopIQ will combine purchase information with already-available tools. These include Automatic Content Recognition (ACR). It complies with privacy regulations, to give brands access to more accurate targeting and measurement outcomes. Additionally, the solution ought to support accurate audience optimization of advertising expenditures.
Here’s what they said
Tony Marlow, Global Chief Marketing Officer of LG Ad Solutions said,
The partnership between LG Ad Solutions and Affinity to launch LoopIQ marks a significant evolution in the CTV advertising landscape. LoopIQ’s unique capability to effectively link purchase data with ad targeting and measurement is set to revolutionize the way brands reach and resonate with their audiences in ad-supported streaming environments.
Damian Garbaccio, Chief Business & Marketing Officer of Affinity added,
We are thrilled to join forces with LG Ad Solutions on this groundbreaking endeavor. LoopIQ is a testament to our joint vision of harnessing exclusive consumer purchase data to craft more meaningful outcomes and efficient advertising experiences.
Read More: Microsoft Advertising Enters the Video and CTV Advertising Realm
Samsung Ads Partners with Brightline To Boost CTV Advertising
Samsung Ads has teamed with BrightLine to increase the availability of its actionable and dynamic video ad inventory. It will make it possible to concentrate more on results and performance. In order to enhance its free-ad-supported streaming TV (FAST), Samsung is the most recent smart TV manufacturer to incorporate BrightLine’s interactive ad capabilities into its connected TV (CTV) inventory. The partnership aims to CTV advertising.
BrightLine’s Commendable Client Roster
Major publishers BrightLine already works with include Warner Bros. and Discovery. Additionally, it collaborates with VIZIO, a rival to Samsung and a manufacturer of smart TVs in the US, to offer interactive commercials on its WatchFree+ FAST Service. As the largest TV manufacturer in the United States, Samsung expands Brightline’s clientele. Additionally, it provides a vital range of distinct audience data. BrightLine enables geo-addressable content, such as store locators or localized specials, to dynamically populate commercial overlays, which is the simplest form of personalization. BrightLine claims that interactive creatives may be tailored to a deeper level of understanding, such as viewing habits, thanks to Samsung, its unique audience, and other factors.
Samsung – BrightLine partnership insights
Using BrightLine’s new dynamic ad unit, Samsung Ads, which already runs interactive ads in its QR-coded shoppable online video inventory, goes above and beyond to offer live and customized ads. Additionally, it will provide on-screen polls, quiz sessions, and scrollable branded carousels. It will encourage participation and action from viewers straight from the TV screen. Additionally, it incorporates dynamic creative that has been modified using Samsung’s data footprint to include elements like dealership and shop locators. Samsung Ads’ inventory mix is smoothly integrated with Brightline’s exclusive interactive ad suite designed specifically for TV.
Furthermore, it makes it possible for Samsung advertisements to provide the most advanced interactive solutions. It also enables to round out the Company’s full lineup of in-stream, native, and cross-platform ads. For many years, Samsung has previously been able to operate Brightline extended units on its smart TV home screen. To broadcast the vendor’s in-stream video ads and experiences on its FAST Service Samsung TV Plus, Samsung is now able to do so thanks to the partnership’s recent expansion. It is the first partner of Samsung to provide interactive CTV commercials on Samsung TV Plus with a remote. With Samsung Ads reaching three out of four US households, Samsung also claims to be the largest single source of TV data.
Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category
Here’s what they said
Michael Scott, vice president of ad sales and operations, Samsung Ads said in the announcement,
CTV advertising has been about delivering the solutions brands need to achieve measurable results. Today, we’ve evolved to a point where CTV is now capable of delivering results beyond simply reach and awareness. With BrightLine’s advanced capabilities, advertisers are now able to engage consumers in a real-time dialog and exchange for the first time on Samsung Smart TVs.
He further added,
Now with access to Brightline, Samsung advertisers can take home screen engagement a step further with dynamic, engaging ad experiences that are designed to be actionable. As we progress towards a future where personalized and relevant advertising is not only the norm, but expected, actionable home screen ads will continue to be a crucial advertising tool for brands.
Mike Bologna, BrightLine’s chief accelerator stated,
BrightLine is helping partners like Samsung Ads deliver on the promise and potential of truly dynamic CTV ad experiences. Now that Smart TVs have become so much more than just a vehicle for video consumption, these new ad units provide opportunities for audiences to engage and take action directly from their screen, complementing the rich Samsung connected ecosystem.
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Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
Basis Technologies, a supplier of global programmatic advertising and media automation solutions, has announced an interface with FreeWheel. Through the partnership, advertisers will have direct access to the best-connected TV (CTV) ad inventory. FreeWheel and Basis Technologies have been partners for a long time. According to this association, Basis platform customers will have access to programmatic assured buying capabilities on video inventory across publishers in the ad ecosystem. This is thanks to FreeWheel, an international technology network for TV ad businesses.
The interconnected apps that make up the Basis platform automate manual tasks, standardize company procedures, and enhance marketing and advertising effectiveness. Ad purchasing options include programmatic, vendor-direct, search, and social. Addressable TV advertising is powered by its BasisTV+ system with 1,000 targeting parameters and 80 trackable indicators.
Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
Important Elements of Integration
This novel partnership and its attendant capabilities stand out for providing advertisers with guaranteed, upfront-style premium CTV ad inventory obligations. They will be on an even playing field with rivals with bigger ad spend budgets. Furthermore, Basis and FreeWheel are extending CTV advertising’s supply, progress, and capability to a wider range of advertisers. For this, they are streamlining and facilitating access to this kind of ad inventory by making it more direct.
With this agreement, Basis will hold a distinct place among programmatic ad tech companies. The majority of ad space for high-quality CTV programming is now only accessible through direct channels. Deals that have been agreed upon with publishers and processed through IOs, or those that have been brought about via programmatic guaranteed or private marketplace buying, are included. Basis and FreeWheel hope to increase the number of brands that can use CTV advertising by providing additional integrated possibilities.
The CTV Landscape
Streaming services are becoming more and more popular among TV viewers, which has increased the demand for connected TV advertising. In June, CTV advertising made an unprecedented $1 billion in spending. In addition, more programmatic businesses are considering collaborations with CTV-focused businesses as a safeguard against the changing market. Additionally, CTV is anticipated to increase by over 13 percent globally to 25.9 billion in 2023, according to projections made by GroupM. With internet-connected televisions and streaming devices, brand advertisers have the chance to interact with highly engaged and targeted audiences. CTV, as opposed to regular TV, enables more exact behavioral and demographic targeting. This implies that marketers can target users who are engaged with material with tailored messages. Furthermore, it offers advertisers a simpler method for more accurate campaign performance measurement, allowing them to optimize their plans for maximum impact.
Read More: Google Ads Enhances CTV Advertising
Here’s what they said
Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel stated,
When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that. We’re excited to team up with Basis to democratize, simplify, and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.
According to Tyler Kelly, President of Basis Technologies, Basis has overcome this difficulty by providing an omnichannel DSP that allows marketers to utilize premium advanced TV inventory in addition to media automation tools that facilitate direct dealmaking with publishers. He said,
There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel. FreeWheel is the right partner for this given its track record and commitment to simplifying and creating more direct supply paths to different pools of ad inventory. Our programmatic advertising and media automation platform has been delivering to FreeWheel a critical mass of regional and local advertising demand sourced from our agency and brand customers.
About Basis Technologies
Basis Technologies offers software and services for media automation and programmatic advertising to businesses all around the world. By integrating automated workflows, cross-channel campaign planning, programmatic and direct media buying, universal reporting, and business intelligence, the Basis platform enhances omnichannel marketing performance. It offers a thorough range of purchasing options across all platforms and gadgets, utilizing all significant creative sorts and formats. With a single system of record, seamless team collaboration, and actionable data-driven insights, Basis, whether delivered by a world-class media services team or via a SaaS model, reduces the complexity of digital media and boosts profitability. Basis Technologies, with offices in Chicago and offices serving North America, South America, and Europe, has won multiple awards for its dedication to its workforce and workplace culture.
About FreeWheel
FreeWheel strengthens all facets of The New TV Ecosystem. They are set up to offer the entire range of solutions the advertising sector requires to accomplish its objectives. In order to achieve the ultimate goal – results for marketers – they provide the technology, data enablement, and convergent marketplaces necessary to assure buyers and sellers are able to interact across all screens, data kinds, and sales channels. FreeWheel, a Comcast Company, has offices in New York, San Francisco, Chicago, London, Paris, Beijing, and other cities around the world. Through the FreeWheel Council for Premium Video, it advocates for the entire industry.
Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category
Roku-Shopify Revolutionize TV Ads By Enabling On-Screen Purchases
Roku and Shopify have partnered up in a first-of-its-kind commerce shopping integration. The partnership first came into existence in 2021, when Roku granted Shopify rights to use its advertising platform. Roku has now announced that their customers will be able to purchase products from Shopify merchants directly on their TV screens via Roku Action Ads. This integration comes as an extension to their present relationship.
Peter Hamilton, Roku’s Senior Director of Ad Innovation said,
Bringing a Shopify purchase experience to television for all merchants is an industry first. Roku democratizes access to TV advertising, and now we’re collapsing the funnel for Shopify merchants.
What are Roku Action Ads?
Roku Action Ads are an advertisement that consists of a down-funnel action design, providing services such as sending a text message, providing, and scanning a QR code, and making a purchase. Shopify is the latest addition to the list of clients leveraging Roku Action Ads alongside Walmart, and food delivery service, DoorDash.
Roku stated in their announcement that this partnership was “the first streaming commerce integration for independent Shopify merchants.” They also stated that it would establish an entirely fresh advertising channel for businesses.
How will it work?
Roku streaming users will be able to make purchases from Shopify through just one click on their Roku remotes. Here’s how:
- When a Shopify ad appears, the viewers can click on “OK” on their remotes to know more about the product.
- The users can then purchase the product using the on-screen function and complete the transaction using Roku Pay during check-out.
- The payment and shipping information would automatically be recognized from the customer’s Roku Pay details.
Image Credit: Roku
What’s in it for Advertisers?
This experience will help marketers to curtail the advertising funnel from brand awareness to purchases on big screens at home. It will strengthen the Roku-Shopify relationship, allowing the latter to launch ad campaigns with the help of Roku’s certified identity.
According to Roku, in addition to their audience being able to reach independent Shopify merchants, this integration will allow Shopify and advertisers to achieve in-depth insights into Roku’s customer data, purchase trends, and point-of-sale access.
The prime users of this collaboration will be Men’s Apparel Brand True Classic, the game-based, at-home workout challenge connector device Ergatta Rower, and wellness brand Olly.
Saaj Parikh, Director of Marketing, Ergatta, in her statement, said,
Our commerce efforts are all about meeting our target consumers where they are and providing a seamless path to purchase. Integrating the Shopify shopping experience with Roku was a no-brainer for us.
Paige Decker, Vice President of Growth at True Classic also stated that the Roku Action ads addressed their needs for “offering an amazing purchase experience and having a sound channel measurement.” She further added,
It helps us by providing a frictionless path to purchase for customers while allowing us to measure the impact of this strategy with end-to-end Shopify integration. Merging performance-based tactics on TV is a win-win.
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