Advanced advertising solutions are changing local market advertising, according to a FreeWheel survey of its Strata platform users, most of whom are specialists in local media planning and buying. Buyers of local and regional advertising still see high value in traditional local and cable TV, but their interest in advanced TV solutions is strong, according to Comcast’s FreeWheel:
- 79% are “extremely or very interested” in using advanced TV, a percentage almost as high as local TV and cable (87%)
- 78% expect their spending on advanced TV to increase over the next 12 months – the highest percentage for any medium in the survey, including digital video, mobile, digital display, local TV and cable
- Clients in retail (21%), healthcare (15%) and auto (13%) represent the largest spending categories on advanced TV.
The survey revealed that the top three reasons cited by local and regionally focused agencies for using data-driven, audience-based TV advertising solutions were 1.) delivering hard to reach audiences; 2.) reducing wasted impressions delivered out of target; and 3.) improving cost efficiencies.
Google introduced technology, built on artificial intelligence, that estimates how likely its visitors will land on publisher sites that serve the same ad through Google Ad Manager, without revealing any data through third-party cookies. It’s a way for advertisers to manage ad frequency in Display & Video 360, a programmatic ad campaign management platform. It’s also intended to reduce the number of times the ad is served to a specific consumer without collecting data and compromising their privacy. The tool, expected to be added into Google Ads for display in the near future, will generate predictive models based on traffic patterns where a third-party cookie is available and analyze them at an aggregated level across Google Ad Manager.
Kantar has expanded its audience activation offer to a broader array of verticals, including automotive, consumer electronics, consumer financial, food & dining, health & wellness, lifestyle, media & entertainment, political & advocacy, sports, telecom and travel. Additional specialty categories such as beverage and B2B will launch shortly. “The expansion of our offer enables a new level of precision for addressing the right people on the right media channels in a privacy-first approach,” said Andy Brown, CEO of Kantar’s Media division. “The new Kantar Audiences offer in the US is an important first step toward our global objective to provide consistency of targeting across traditional linear and addressable media.”
YouTube is looking to grab a bigger piece of the campaign advertising pie with its new Instant Reserve tool that gives political ad buyers an automated way to reserve slots through the end of February. When the tool launched, “People acted quickly with what was available,” a Democratic staffer told the Wall Street Journal.
The E.W. Scripps Company also introduced a new tool for advertisers. The new platform, Scripps Octane, helps local advertisers target customers across a range of OTT video and streaming television providers; customers can build targeted OTT campaigns that can be highly customized across devices, day parts, geographies and consumer interests. “We know that about 204 million people in the U.S. will view OTT content this year, and those audiences are increasingly diverse in terms of their interests and consumption habits,” said Missy Evenson, VP of sales, Local Media, at Scripps. “Scripps Octane represents a path for our local advertisers to reach these audiences with built-in transparency and reporting tools to ensure their messages are resonating with the right audiences.”
Tremor Video announced it has implemented self-service DSP advancements to its programmatic video platform. The data-driven enhancements aim to allow media planners to execute and measure campaigns more effectively by providing them with an environment built for operational efficiency. In addition, Tremor Video has released new reporting enhancements to provide more actionable campaign planning and optimization, increased granularity of insights and improved ease of use.
Ad holding company IPG announced the formation of Kinesso, focused on creating applications that help marketers amplify the impact of traditional and addressable media through the better use of data by creating new software and products that deliver data trust and security tools, data-driven campaign optimization, and precision audiences. Kinesso will be comprised of Cadreon, IPG’s addressable media activation experts, and the company’s Data and Technology group. Kinesso will work in close partnership with IPG Mediabrands, Acxiom, and will provide services to agencies across the IPG network. “With the acquisition of Acxiom, we signaled our intent to lean into data-driven marketing, as well as position ourselves as brands’ trusted partner in their first party data management,” said Michael Roth, Chairman and CEO of Interpublic Group. “Kinesso furthers this vision by bringing together top data and technology talent with addressable media experts, and leveraging Acxiom’s assets and capabilities.”
SpotX announced an expanded partnership with AMC to power programmatic monetization for OTT video throughout the Halloween season. “Last year, AMC viewership grew across digital by nearly 80% in video views and nearly 10% in reach, so this is an exciting opportunity for advertisers to reach consumers that they otherwise may not be reaching,” said David Pudjunis, director, yield management at AMC Networks.
TVSquared and Extreme Reach announced a partnership aimed at allowing advertisers to measure all impressions across every ad-supported streaming service. With the integration, TVSquared Advantage looks at 100% of the linear and digital TV landscape.