Posts

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

/in /by

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!

To view original post at NABShow.com click here.

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

/in /by

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

/in /by

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, drew@four-corners.com, 212-849-8250
Michael Kubin, mkubin@invidi.com, 917-676-3590

How an Acronym You’ve Probably Never Heard of Will Change TV Advertising Forever

/in /by

ACR will kick the addressable revolution into overdrive

In ACR data, brands have the tools they need to execute true measurement and attribution. Getty Images

 

(AdWeek.com) – For years, brands have salivated over the prospect of fusing the best aspects of digital marketing with the tried-and-true canvas of linear television.

Unfortunately, a lack of addressable inventory and a paucity of measurement tools have prevented advertisers from executing campaigns at scale. Today, the addressable TV market, while growing, makes up a small fraction of the approximate $70 billion that brands spend annually on TV advertising.

On the bright side, all of this is beginning to change. In 2017, eMarketer estimates that addressable TV spending grew by more than 65 percent, topping $1 billion for the first time. Meanwhile, there are now more than 74 million households with the requisite technology to be targeted on a one-to-one level.

“Whereas an addressable ad buy tells brands who they’re paying to reach, ACR (automated content recognition) data tells them whether those folks actually viewed their ad.”

But what’s really going to kick the addressable revolution into overdrive is the rise of ACR (automated content recognition) data. If you’re unfamiliar, ACR is a technology used to automatically detect and index content that is playing on television in real-time. As a result, brands are able to use this information to determine when a given consumer sees their ad. As ACR data becomes more widespread, the sky’s the limit for addressable TV.

Addressable’s steady growth is beginning to add up

At the beginning of March, Forrester Research analyst Jim Nail published a survey indicating that addressable TV had reached what he described as an “inflection point.” The report found that 15 percent of the surveyed Association of National Advertisers members are regularly using addressable in their TV plans, with an additional 35 percent reporting that they have experimented, but need to learn more.

Indeed, as AT&T AdWorks president Rick Welday noted in an opinion piece late last year, addressable is already in use by a number of major travel brands. He went on to describe the ways that airlines and amusements parks drove awareness, intent and recall by honing in on audience segments such as “25-54 year-old married women with children in the household.” With that kind of “incredibly sophisticated data-driven targeting” in a “premium, brand-safe environment,” it’s no wonder that GroupM’s Jakob Nielsen recently described addressable TV as “the most sexy advertising product in the world.”

ACR is about to take addressable to the next level

Of course, addressable TV is about to get even “sexier.” In ACR data, brands have the tools they need to execute true measurement and attribution.

Whereas an addressable ad buy tells brands who they’re paying to reach, ACR data tells them whether those folks actually viewed their ad. Previously, the multiple system operators (MSOs) or multichannel video programming distributors (MVPDs) which ran the addressable campaign were the only source of activation data. ACR data provides the first independent verifiable source.

Moreover, by connecting ACR exposure data to offline shopping data sets, advertisers can close the loop on whether their targeted addressable campaign actually delivered results. For instance, a insurance brand might use ACR data to compare the policy binds from people who saw its linear TV ad against a those from an addressable TV campaign. They can then understand cost per new policy sold across both campaigns and identify segments that react to one over the others for future investments.

ACR data also provides cost efficiency for addressable ads, and MSOs and MVPDs can leverage the ad exposure data at device level to fine-tune the targeting of addressable ads by eliminating segments that are already getting a higher frequency on linear and adding segments that are low or zero frequency on linear for specific brands, thus eliminating waste.

It’s time to start preparing for an addressable future

All signs point to addressable TV growing its market share with each passing year. In fact, eMarketer predicts that U.S. addressable spend will increase by nearly 80 percent in 2018 alone. And with ACR data providing the closed-loop attribution our industry has long sought, brands can finally spend with full confidence that they’re really getting their money’s worth.

For advertisers, the time is now to begin investing in this exciting, emerging medium. When all of your competitors are putting their money into high-performing, precisely targeted television campaigns, you can’t afford to be left behind.

Written by: Ashish Chordia, founder & CEO of Alphonso.

View Source