Xandr announced the next evolution of Xandr Invest, a strategic buying platform. For advertisers, Xandr Invest’s enhanced TV solutions offer new ways to plan and activate audiences more consistently across TV programmers through a self-serve UI, simplifying campaign execution while providing insights from AT&T data to improve the effectiveness of media buying. Participating media companies will be able to optimize linear schedules to effectively reach audiences across networks. The solution reaches 76% of all US households.
Xandr Invest also powers integrated measurement across programmers. Buyers can forecast estimated unified reach across programmers before they buy, and then measure delivery and reach through unified reporting metrics post-campaign. Xandr Invest will be available for TV buyers through an open beta for the 2020 upfronts.
“Providing relevant advertising to interested consumers in a premium content environment is a top priority for the industry. Xandr Invest provides powerful technology and unique consumer insights that enable advertisers to reach consumers in an engaging way,” said Brian Lesser, CEO of Xandr. “Working with marquee media brands like AMC Networks, Disney, and our sister company WarnerMedia, will help us create a unified, data-enabled solution for advertisers, which is the future of TV buying.”
“We are relentlessly focused at AMC Networks on providing the best experience for our clients and the most innovative ways to target and reach their audiences alongside our content and brands,” said Kim Kelleher, President of Advertising Sales and Partnerships for AMC Networks. “Leveraging new platforms like Xandr allows us to offer new and innovative ways to transact at scale, and puts us all at the forefront of our industry to shape the way TV advertising is transacted to drive the greatest performance.”
“Working with a technology partner like Xandr will further accelerate our advanced advertising capabilities,” said Rita Ferro, President, Disney Advertising Sales. “Having the right technology platform will enable us to offer buyers unique data sets, unified audience segments, and a self-service tool to improve the experience of buying data-driven linear across the Disney platform.”
“A key step in delivering relevant advertising is changing the way advertising is transacted,” said Gerhard Zeiler, Chief Revenue Officer of corporate sib WarnerMedia & President, WarnerMedia International Networks. “Xandr Invest is doing just that. For the first time, media buyers will be able to leverage both AT&T first-party data and third-party data to seamlessly plan and optimize against the right audiences, in premium TV environments.”
“We’ve always sought out innovative advertising solutions that can reliably deliver the results our brand needs, and this new effort – with its scale and audience-based approach – is just that,” said Fiona Carter, Chief Brand Officer, AT&T Communications. “We look forward to working with Xandr to consolidate our spend across these premier programmers by using Xandr Invest.”
