INVIDI’s COO, Bruce Anderson to speak at 2019 NAB Conference

Cross Platform Addressable Advertising – Today’s Opportunity

With today’s expanding distribution options, Programmers, Networks and Station Groups have the opportunity to maximize the revenue potential of their advertising inventory. New technology unlocks additional revenue opportunities from addressable advertising. Today, this full activation of inventory for Ad insertion/replacement across all platforms – OTT, Smart TV or Addressable TV on set top boxes – is completely within reach.
Our panelists represent a number of key players in this new ecosystem and will shed light on how this new technology is being adopted.
Anyone who is interested in increasing Ad revenue should plan to attend this must-see session!

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“There is scale there”: Myths of Addressable TV Advertising

DigiDay – For all of advertising’s holy grails, addressable TV is often held out as the holiest of them. An ad shown on a TV-size screen alongside TV-quality content but pinpointed with digital’s precision — it’s the thing of John Wanamaker’s dreams. But like any good dream, it’s hard to tell what’s real.

The distinction may become more difficult in 2019 as TV networks, cable and satellite TV providers and streaming TV services work to make more TV inventory available for addressable, which is TV’s term for “targeted,” advertising. In an attempt to head off the confusion, here are some of the biggest misconceptions surrounding addressable TV advertising.

Myth: Addressable TV means live, linear TV
This is more a matter of perception than a misconception or myth. Generally speaking, when people say addressable TV, they are referring to the two minutes an hour of ad inventory that TV networks allot to cable and satellite operators to sell on their live feeds. But the term is also accepted to include the on-demand programming accessed via a set-top box. And it spans the same inventory on streaming TV services such as Sling TV, DirecTV Now, YouTube TV and Hulu’s live TV service. There are some who throw in any TV show streamed over the internet, but that appears to be a radical interpretation.

Taking a consensus across those interviewed for this article, which includes ad buyers and ad sellers, addressable TV refers to ads that can be targeted to individual households against live and on-demand TV programming accessed through a cable, satellite or streaming TV service.

Myth: Addressable TV is way more expensive than regular TV
A typical ad running on a basic cable TV network can cost $10 for every thousand impressions. Against that yardstick, the $40 CPM for an average addressable TV campaign can seem pretty steep. But that’s the wrong yardstick, according to Tracey Scheppach, CEO and co-founded of Matter More Media, an agency that specializes in addressable TV and video advertising. Instead, Scheppach and others compare pricing on an effective CPM model, in which they calculate an ad’s price by taking the total money and dividing it by the number of impressions served to the intended audience.

Take, for instance, an advertiser looking to reach an audience of moms with young children. If that advertiser runs a non-addressable TV campaign for a $10 CPM and 10 percent of those ads are served to that audience, that works out to a $100 effective CPM (eCPM). Since an addressable campaign would be targeted specifically at that audience and only serve ads to viewers in that segment, the $40 CPM would equal a $40 eCPM.

“When you cut out the waste, the effective CPM is a lot more attractive,” said Michael Lyons, chief media officer at Bliss Point Media, an agency that specializes in video advertising.

Myth: Addressable TV doesn’t offer enough scale
Roughly one-eighth of TV inventory today is available for addressable advertising. There are more than 60 million households in the U.S. that can be served addressable ads on traditional cable and satellite TV, according to Jason Brown, vp and head of ad sales partnerships at Xandr.

“There is scale there. It just needs to be stitched together,” said Mike Piner, svp of video and data-driven investments at MullenLowe’s Mediahub.

Companies such as NCC Media — a TV advertising joint venture by Charter, Comcast and Cox that aggregates and sells cable operators’ VOD inventory for audience-based buys — are stitching together the respective operators’ addressable inventory. “If you’re Yoplait and want to target yogurt-loving moms, you can work with LiveRamp and NCC to execute across all three footprints,” said Allison Metcalfe, gm of TV at LiveRamp, the identity matching company formerly known as Acxiom.

Additionally, the share of TV inventory available for addressable advertising is extending beyond that two-minutes-per-hour that’s allotted to pay-TV distributors. Comcast has been working with network groups including NBCUniversal, which it owns, and Viacom to enable addressable advertising across more of the networks’ live and on-demand programming on its cable service. Similarly, AT&T, which owns Turner’s networks and Xandr’s advertising business, is expected to do the same across Turner’s linear and on-demand inventory.

Myth: Households can be addressed equally
While there are millions of addressable households in the U.S., not all of them are addressable to the same degree. As is the case with targeted advertising, the targeting is contingent on the underlying data. When it comes to addressable TV advertising, that underlying data has some gaps.

“There are households within a national sample that have a bunch of information about them — buying tendencies, income, etc. — and there’s also a big bunch of households that have almost no information,” said John Halley, evp and COO of Viacom Ad Solutions.

Ad tech companies such as LiveRamp are working to reconcile the disparate household data to bring households’ addressability into balance across various cable and satellite operators’ subscriber bases. Similarly, TV companies, including Viacom, NBCUniversal and Turner, have formed the OpenAP consortium to standardize their audience data in support of addressable advertising. But even that group is a small sample of the broader TV ecosystem and does not cover all the datasets that may be used for addressable advertising.

“It’s going to be a longer, complex period to develop the information layer that is required to transact at the kind of scale and quality that the broader-based buyers are used to,” said Halley.

Myth: Addressable TV is not applicable for brand advertisers
Addressable TV does not only suit advertisers looking to pinpoint the specific sliver of people likely to immediately run out and buy a brand’s product after seeing an ad. Brand advertisers looking to reach a wide audience may find it valuable to use addressable advertising to tailor their messages to certain segments within that audience, such as Spanish-speaking households or households with kids of a certain age, said Piner. Similarly, advertisers can use addressable advertising to frequency cap their campaigns so that individual households aren’t bombarded with the same ad by a brand to the point of annoyance, said Brown.

Myth: There’s no way to measure an addressable TV ad against business results
“Some folks still feel that [addressable TV advertising] can’t close the loop like digital. That’s not true,” said Brown. Xandr has run studies with auto brands, for example, to anonymously combine its ad exposure data with dealership sales data collected by companies such as Polk and Experian to measure any lift in sales for people who saw a brand’s ad against those who didn’t see it. The company performs similar lift measurement studies for consumer packaged goods advertisers using in-store purchase data from Nielsen Catalina Solutions.

Originally post on December 19th, 2018 by Tim Peterson

INVIDI Technologies Announces the Acquisition of Ooyala’s Advertising Technology Division

Princeton, NJ (December 5, 2018) – INVIDI Technologies Corporation, the leading provider of addressable television advertising systems, announced today they have acquired the advertising technology division (formerly Videoplaza) of Ooyala.  The division provides a Software as a Service (SaaS) ad serving platform specializing in digital video advertising and programmatic trading.  INVIDI will bring on over forty software engineers and account managers in the US, UK, Sweden and India. Financial terms of the transaction were not disclosed.

The purchase of Ooyala’s Advertising Technology division, based in Stockholm, Sweden increases INVIDI’s global leadership position within the addressable advertising marketplace. Ooyala’s Pulse product, deployed with over 40 customers in Europe, India and other countries, is a sell-side video ad serving platform for broadcasters and premium publishers who run a digital video advertising business.  Pulse provides a holistic approach to ad serving allowing video publishers to manage, serve and optimize ad delivery and monetization across direct and programmatic sales channels, all within a single user interface.

“The combination of Ooyala’s advertising technology with INVIDI’s addressable television advertising system will provide our global clients with a best in class, cross-platform ad management and addressable advertising product suite” said David Downey, CEO of INVIDI. “INVIDI is dedicated to enhancing the value of TV advertising through addressable advertising wherever and whenever viewers are watching.  The acquisition of Ooyala’s advertising technology extends the reach of advertiser campaigns with a single campaign management system providing consistent experience management and enabling extended optimization techniques. “

About INVIDI Technologies Corporation
INVIDI is a developer of addressable advertising technology, allowing television advertisers to show their advertising spots to their targeted audiences more efficiently, more effectively and with significantly reduced waste. INVIDI contracts with leading multichannel video programming distributers (MVPDs) to include its software in their respective set-top boxes, DVRs and other user equipment devices to deliver targeted advertisements based on a variety of demographic attributes selected by the advertisers. INVIDI has also developed a cloud-based solution for deployment in Internet protocol-based platforms.  INVIDI’s proprietary addressable advertising technology is currently deployed in over 30 million households.

CONTACT: Drew Kerr,, 212-849-8250
Michael Kubin,, 917-676-3590

Impact of Alternate Delivery Systems on Addressable Television

One definition of chaos is “complete disorder and confusion.” The origin of the word is pretty interesting: It comes from the Greek for “cha” (open) and “os” (mouth) – in other words, someone’s facial expression when witnessing complete disorder and confusion. There are a lot of open mouths in agency planning departments these days as television viewership, once so boringly predictable, seems to have gone totally off the rails. If you’re a planner you’re dealing with decreased overall viewership, shifts from broadcast networks to cable, shifts from ad-supported television to commercial-free television, and shifts from traditional MVPDs (cable, satellite, telcos) to Internet-based delivery systems or Over The Top (OTT).

Commercial television has been important to so many consumer-facing businesses that its rapid destabilization has caused great concern in the marketing community. The flight of television dollars to other, more predictable media has been impressive – though not if you’re in the business of selling television advertising time. Some advertisers have moved as much as three quarters of their television dollars to online advertising, product promotions, sponsorships and other so-called “below the line” techniques that are seen as more stable and accountable than commercial television. One thing that has remained stable is the number of network television advertisers – that figure hasn’t deviated much hovering at about one thousand.

The picture is clearer if we divide the “eyeball flight” into two types: First, commercial-free subscription services such as Netflix, Amazon, and Hulu. It seems like every week brings a new blockbuster du jour, another “must see” series on Netflix, HBO, Amazon or others. For now these eyeballs are lost to advertisers (there are rumors that Netflix will soon come out with a commercialized version). The second type is made up of those who choose to watch television from traditional sources but on alternate devices. Technology allows viewers to watch television whenever and wherever they want – literally TV Everywhere. Here, the picture for advertisers is brighter.

Developing technology will soon allow advertisers to find their target audiences in whatever time/space combination that viewers choose. Some level of targeting is possible even for anonymous viewers. Targeting authenticated or registered viewers across multiple devises (think iPads, smart TVs, smart phones) is even more powerful.

The media planner of the (near) future will have access to a dashboard consisting of every possible way of reaching their target audience. That planner will be able to find that viewer regardless of what content they’re watching and what technology platform they’re watching it on. This cross-platform planning dashboard will be able to aggregate audience delivery, cap frequency across delivery platforms and provide real-time audience delivery figures. As technology evolves further, real-time attribution systems will drive continuous campaign optimization with little to no user intervention. Advertising campaigns will reach their theoretical best in a much shorter time than today. And with the normalization of data across distributors, networks, and OTT providers, the campaigns can be planned and launched in minutes instead of weeks.

Yes, this sounds like pie in the sky. But there’s nothing standing in the way of it becoming reality. All it will take is some engineering attention and the recognition on the part of programmers and distributors that this benefits everyone – especially advertisers who are, after all, the ones with the money.

Written by Michael Kubin, EVP Media

Fragmented Viewership and Addressable Television

The media press appears obsessed with what’s happening to the television audience: Lower viewership levels and greater fragmentation. Viewership of commercially-supported television is certainly dropping. The impact of commercial-free programming from Netflix, Amazon and others is substantial, undeniable, and not reversible. We’re never returning to the good old days of three networks, 70+ prime time Houesholds Uisng Television (HUT) levels and 90+ 3-network shares. Life was so simple then – but we have to deal with this new reality and a future of even lower viewership and greater fragmentation.

Commercial television has seen the effects of several changes over the years. As the most impactful media available, it has driven the marketing success of a wide variety of consumer-facing products such as cars, consumer packaged goods, credit cards and insurance policies. Television’s power lay in its messaging (“sight, sound, motion and emotion”) as well as the vast audience it was able to reach. That lasted until cable networks came along, atomizing viewership (“57 channels and nothin’ on”). The wide range of choices fragmented audiences making it very difficult, and very expensive, to accumulate unduplicated reach. Then the Internet arrived with its ability to target specific audiences and measure the impact of the campaign through the availability of direct purchaser data. Attribution (one of those magic media words that appear out of nowhere and quickly become ubiquitous) made it possible for marketers to use their media dollars with precision and effectiveness. Ad dollars began to pour out of television.

Facing these market realities, a senior network sales executive recently told me his business is under pressure because “viewing levels are dropping by 8% a year, I have a fixed number of advertisers and I’m being asked to increase ad revenues.”

That’s all true, but despite what so many Chicken Littles believe, the sky isn’t falling.

Addressable television advertising focuses on what is most important – a one to one relationship with each member of a large audience. Program-based audience ratings are not as important as unduplicated reach. Today the only thing that really matters is being able to figure out exactly who is in the advertiser’s target audience – think of direct mail. If you’re selling dog food, you want to reach dog owners. If there’s a dog living in 123 Elm Street, Peoria – you want to reach his owner. And if there’s a cat living in 124 Elm Street – you have no interest in reaching that household. Simple concept, challenging execution. But that’s exactly what addressable television advertising is able to do and with unparalleled success.

It’s taken addressable television advertising in the US about 15 years to develop into a tool sophisticated enough to attract hundreds of national advertisers spending billions in ad dollars. Its rapid growth indicates it will continue to conquer a growing share of television ad dollars. Where in the past, television’s strength lay in cheap audiences, today addressable television’s strength is in both effective targeting as well as a re-aggregation of reach. It is now less important to select which program the viewer is watching; the important thing is that he/she is watching at all. When the viewer is watching, addressable technology is able to send the right message to that viewer, put a frequency cap on it so the advertiser doesn’t suffer huge variations in message delivery rates or drive viewer burn out, and ultimately, use attribution techniques to figure out which campaigns and audience segments worked best. That leads to a game change, coupling the ipact of TV with the kind of optimization that has been at the heart of success for online advertisers.

Media seems to transform itself roughly every couple of decades: Radio was big from the 30s to the 50s, broadcast television went from the 50s until the early 80s, cable television from the 80s through the early 2000s, and we’re now at the end of the second decade of the Internet era. If history is any indicator, this new technology – addressable television advertising – will rapidly grow and absorb advertiser interest, transforming television from one-to-many into one-to-one.
Stay tuned.

Written by Michael Kubin, EVP Media