But how are advertisers adapting to the palette of options presented by OTT (over-the-top) and connected TV delivery?
In a panel called “Buy-Side Perspectives – The Big Asks” at the Beet Retreat San Juan 2020, four industry executives described how they see ad buyers adjusting:
Magna Global’s Anson said, when ad buyers make requests, “they don’t actually, they don’t know they’re asking for advanced TV”.
“First thing is, ‘I know I can get audiences, but I don’t really know how or why’,” she said.
“Second is OTT – they just know that there is a thing called OTT, they know they need to start spending there. And the number one thing that I get asked is, ‘What is the actual de-duplication between the offerings, between the Tubi, the Xumo, the Pluto? They may each have 20 million uniques per month, but how much of that is a crossover?’
“The third thing is probably putting it all together and that’s incremental reach. That is a big focus these days.”
DISH Media’s Sean Robertson said his company tries to clearly explain to ad buyers the over-the-top TV opportunity.
“The first thing is education and clarity in the marketplace about what offering should be utilised to solve what problems,” he said.
“When we enter the marketplace, we take a stance of ‘Let’s be very clear about what addressable is’.
“We talk about what OTT is and what our offering does and the skinny bundle versus the other competitors. We think that education in the marketplace helps us all. It truly is trying to raise all boats with the tide.”
Verizon Media’s Brett Hurwitz said ad buyers often “have a confused perception of what target they should really be using”.
“Fortunately, addressable television lets them kind of learn from their mistakes,” he said.
“For those that are really embracing it most fully, I think they’re looking to remove friction. They’re looking to bring down the walls and be able to have simplicity in the way that they’re achieving total reach.
“The process for (buying) a linear addressable (ad) is a lot more complicated than an ad in the traditional linear piece. And so I think we as an industry need to look toward simplification.”
The panel was led by Matter More Media’s Tracey Scheppach.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>But, in 2020, the promise is much greater than that. Now broadcast platforms are discovering they can offer advertisers a more diverse set of use cases than just targeting alone.
In this one-on-one interview at Beet Retreat, Kevin Arrix, SVP of DISH Media, responsible for ad sales at DISH and Sling, explains.
“Addressable has largely, if not entirely, been used for targeted advertising,” he says. “We’re entering a phase now, where we’re (seeing) a redefinition of addressable. It’s taken on a different meaning for us.
“Addressable, for us, is effectively technology that allows us to deliver, or take a specific action, to a specific household, or a specific subscriber.
“That technology has largely been used for targeted advertising in the past. Now we’re starting to apply it to new use cases, which is really exciting. We now are using that addressable technology to deliver, or work on reach and frequency, from a national linear campaign point of view.”
Speaking with Beet.TV previously, Arrix outlined three use cases for addressable technology:
In December, DISH launched Reach Booster, a tool that can extend the national reach of brands’ ad campaigns.
At Beet Retreat, Arrix continued: “If you use linear television to the point where that reach curve starts to flatten, then you work with DISH or any other MVPD on using their addressable technology to then serve that ad to the homes that have not seen it, or to the ads that have not seen it frequently enough.”
Arrix was interviewed by Matter More Media CEO and co-founder Tracey Scheppach at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>But what is addressable TV, and what is deterministic data?
In this video interview with Beet.TV, DISH Network’s GM of data and analytics Kemel Bokhari offers his take.
“We define addressable as deterministic data,” Bokhari says. “That’s when you are able to target a specific household because you have the right information versus others in the marketplace that may use a device graph or IP address or email address, which is not deterministic.
We have the first name, last name, street address of our consumers, so we’re able to match them to other data sets so we know one-to-one from a targeting perspective, this is the right household and this is the household that gets that specific ad because that’s the audience our advertiser is looking for.
“Deterministic is one-to-one targeting. It’s like you know that John Smith is in this household and John Smith is in the market for a vehicle, and we know one-to-one from using … data that this is the right household to target for an addressable ad.”
Together, DISH and Sling offer a footprint of nine million households available for addressable ad purchases.
Bokhari was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>In this video interview with Beet.TV, Sean Robertson, director of partnerships at DISH Media, talks about the importance of making it easy.
“There’s some third party solutions that have come across to help transact easier,” Robertson says. “We think that’s going to continue to gain scale and gain momentum in the marketplace. And that’s one of the areas that we’re focused on – how do we become very, very easy to transact (with)?
“If you look at how purchasing decisions in the consumer marketplace have evolved, we were very cash based society, then you had the option to buy by check, then eventually checking card and credit card and your debit card now,” Robertson says.
“(In media), I’m talking about the purchasing decision. (Advertisers ask:) ‘How do I buy that programmatically?’And we think that’s where addressables are going to be going.”
DISH Media now sells ads across not only DISH’s footprint but also Sling’s.
“To us, if you’re looking for auto intenders who are of a certain age and income and geo-target, we have them on both platforms,” says Robertson. “So why not combine that reach to really give a unique solution to the marketplace? And our advertisers really responded well to it.”
Robertson was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>In a panel discussion at Beet Retreat in the City, “We’re Going Local!”, three TV platform representatives discussed their take on “addressable” TV.
Ahead of next year’s 2020 US presidential election, two of them said that electoral candidates are big customers for local addressable TV ad campaigns.
Ashley Swartz, Furious Corp CEO, led the discussion with:
“We started this addressable journey seven years ago,” Robertson said. “We have the set top box data. Let’s use that to make our advertisers more enabled and more capable to reach a target audience.
“One of the early adopters to addressable was the political marketplace. It’s not (for them) enough to do (targeting by) age, gender and geo because you and your neighbor will have different politics.
“We looked to streamline that process and formed a joint venture (with DirecTV) called D2 where all political dollars to our two firms on an addressable scale are coming through one joint department.”
“Comcast has invested in technologies like blockchain, Blockgraph,” said Zapata. “I mean we are really looking at making sure like right now in the local space, we’re doing BYOD (Bring Your Own Data) actually for political ads. We are doing some really cool things in the local space.
“In five years what I would really like to see is, ‘How do we get addressable? How do we get national, how do we get geo all actually bought from the same team?’ It’s audience focused, it’s platform agnostic, it’s network agnostic. And there’s a currency that actually looks at (it) impression-based and de-dupes (audiences).
“At Hulu, the nice thing about our local team is that we can execute with an ease on the client side,” Donohue said. “You can buy every DMA (designated market area) in the United States or you can buy down to one zip code.
“It doesn’t just have to be a 15-second spot or 30-second spot. You could use our ads selector, make a decision. The viewer could decide, “I’m going to watch a two-minute commercial and then be ad free, a binge ad or a pause ad.”
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>That is according to one TV ad executive whose company has been a pioneer in the emerging space.
In this video interview with Beet.TV, DISH Media’s partnerships GM Sean Robertson makes a distinction:
He says the market often gets “confused” about the two distinct opportunities because pockets of the industry are having the wrong conversations in closed rooms.
He says many marketers are coming in to discuss addressable TV “when their products and their services aren’t truly addressable by nature”.
So Robertson wants the industry to do a better job at sign-posting the respective opportunities.
“What we need to do is really define what that is … put the proper framework around the industry and make sure that we’re calling addressable what it truly is and defining where it is in the marketplace,” he says.
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>After all, “programmatic” advertising unleashed “real-time bidding” (RTB) on to the world several years ago now. Today, real-time auctions for display ads are commonplace and many hope for a similar arrival in TV and video.
But a panel discussion at Beet Retreat discussed ongoing inertia in a $70 billion US TV advertising business where the legacy medium is proving reluctant to change…
DISH Network director, ad sales, Dish Media, Jim D’Antoni:
D’Antoni was asked if ad buyers’ requests for audience segments are still processed “mostly in Excel and (with) manual extracts of data from various systems, lots of macros”.
He responded: “Yes. There is still some friction.
“And that’s just dealing with one supplier – if you’re on the buy side, you’re going to have to deal with that three or four times. So there is a long way to go in terms of streamlining the process.”
Videa VP sales Archie Gianunzio:
Automation is what Videa is aiming to bring to the market. The company makes platforms that reduce friction in ad avails, makegoods and posting
“We have found, much to our chagrin, that (even) within the same broadcast group … multiple stations are not speaking the same language. There’s almost no standards at all when it comes to broadcast.
“We spent probably two years on something that we called traffic normalization, which was literally just getting our system to understand all the different names that exist for one program so that when someone wants to make a buy across multiple markets, the buy could happen and the system can understand (what) they mean.”
Google Head of Telco/Video Partnerships Peter Dolchin:
Asked for the most important priority, Dolchin said: “Interoperability.”
“We like challenges, but this is clearly complex and we have some really smart, talented people at the company who understand it. We’ve been recruiting people from the industry over the past decade. And so, we know it’s hard, but we are testing in a variety of different ways.
“So with this new linear addressable solution that we’ve launched, there is the ability to look at set-top box tuning data real time and bring that into the decision making when they’re selecting the ad. That is one of the ways in which we’re bringing real time to it.”
Experian director of TV solutions, Experian Marketing Services, Brad Danaher:
Danaher said his company had helped political advertisers target campaigns during the recent US mid-term elections.
“It was a big cycle for political. Even though it was big, we actually thought it would be a little bigger.
“When we work with folks like DISH, we have a platform called Audience Engine, which basically allows counts to be accessed within seconds if needed be. If (the audience target is, for example), environmentally-aware consumers … we can tell the MVPDs through that platform within 10 seconds and you can go on the platform and know it, and then launch that into their media plan, knowing the sizing right away. That’s an improvement.”
DISH Network director, ad sales, Dish Media, Jim D’Antoni:
D’Antoni was asked to describe the typical lead time to make an addressable TV campaign active.
“Typically three to five days,” he said. “And then that it served, it’s beamed up to the satellite. It’s (then stored) in the (set-top) box.”
Furious Corp CEO Ashley Swartz:
That prompted the panel moderator to make a “broad” statement on the relative slowness of what many think should, by dint of being digital, be a fast process.
“There is no real-time in TV,” she said. “Tthere’s really very little real time data, real time insights, real time decisioning, real time delivery, realtime ops.” Fellow panelists agreed, though Google’s Dolchin explained that Google has launched a linear addressable TV ad solution which supports examining set-top box tuning data in real-time.
Videa VP sales Archie Gianunzio:
Gianunzio said he thought a lot of the infrastructure inertia remains in place because few inside the legacy TV business perceive a threat driving need for change.
“Within TV, things have always been relatively rosy. There’s this feeling that, ‘No matter whatever came along, we were going to be able to deal with it’.” He cited DVRs, internet and Netflix as examples of purported TV-killers that have not turned out to be.
“Every article that you read is like ‘The audience is down and yet it’s more important than ever that you’re using television to get your message out there’ – Facebook and Uber are (doing just that).”
But Gianunzio sees a change may finally be coming.
“The people who thought ‘we’re just going to go passed this and we’re not going to have to actually deal with it’ … they’re either retired or they realize that they’re not going to get to retirement without dealing with it. I think that’s what’s going to push us there.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.
]]>Already, around 70 million US homes are reckoned to have this kind of “addressable” capability.
But getting this won’t happen overnight. In this video interview with Beet.TV, DISH Media director of ad sales Jim D’Antoni explains how his company is helping to increase ad buyers’ understanding.
“There’s a lot of people who are using data-driven linear, for instance, who think they’re using addressable,” he says. “And that, quite frankly, is just not the case. So, the only way to get true one-to-one targeting is through the set-top box, which is through the MVPDs.”
DISH has its own addressable TV ad offering, and earlier this year DISH’s Sling announced a deal with comScore to offer combined ad sales across set-top box TV and OTT TV.
As he does so, D’Antoni says he needs to provide “ongoing education”.
“We spend probably 50 percent of our time, at least, talking to planners and talking to client direct individuals and decision makers,” he adds. “You educate once or twice, and they think they have it. And then the tide recedes, and maybe 60 percent sticks.
“And then you just go back and you try to reeducate. So it’s an ongoing process. But we’re making progress. We really are.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.
]]>“Sling is a really great example of a premium partner that we work with to bring what people would consider to be real television to the connected TV and the programmatic buying space.”
Now dataxu is “seeing interest from all over the place,” LaHaise adds in this interview with Beet.TV.
One common question from buyers is “where’s this coming from, digital or TV,” because those can be very different teams at agencies. “We definitely see interest on both sides and it’s interesting to see the things that people on either side of that table are looking to achieve,” says LaHaise.
For example, some advertisers are looking to extend upon their digital reach. “They’re already running digital video campaigns and they want to get on the big screen.”
On the TV side, advertisers running large, linear campaigns are seeking to reach cord cutters that they can’t find through traditional means. “Connected TV is a great bridge between those two because it gives true television experience like you get through Sling through an execution that can actually take place in real time through private marketplaces that are buying against advanced audiences,” LaHaise says.
The bridge connects campaigns running on TV—lacking identifiers for digital targeting—with digital campaigns associated with cookies or mobile ID’s. “So if you want to extend the addressable capabilities that you find in digital, you have to be able to either have ID’s codified for those devices or a way to connect two different inventory and data sources that aren’t necessarily matched.”
Dataxu’s identity management platform enables advertisers to connect both those different entities at the household level.
“So you have your cookies and mobile ID’s that a campaign might be targeting, they’re going to be normalized to a specific household, and then the inventory that’s coming in from a television has information within it,” says LaHaise. “It’s not going to be cookies and mobile ID’s, but it’s enough that you can actually key off of it and identify a household as well. So even though this transaction is taking place in real time, in fractions of a second, you have a platform that’s linking two datasets that otherwise wouldn’t be the same.”
This video is part of the Beet.TV series titled Targeting Today’s TV Viewer sponsored by DISH Media Sales. It is published along with this DISH Media Sales Straightforward Guide in ADWEEK. For more videos from the series, please visit this page.
]]>“Obviously this is a new area of the business and it’s changing very rapidly,” says SpotX Chief Revenue Officer Sean Buckley. “Consumers are really starting to shift their consumption behavior. And obviously we’re seeing on the flip side some of the virtual MVPD’s and digital offerings really start to take off.”
Just a few years ago, the broad conception in the industry was of a shortage of premium video supply, what with much of it locked up by things like traditional Upfront marketplace deals.
“That was definitely true for a long time,” Buckley says in this interview with Beet.TV. “Certainly over the past three to six months we’ve seen the amount of supply, specifically around OTT both VOD and live streaming, really start to surge.”
SpotX’s major offerings are its ad-serving platform and programmatic infrastructure for media owners like Sling. The company also has an agreement with DISH Media Sales wherein DISH can leverage its first-party audience data through SpotX’s platform.
“We’ve seen great results there,” Buckley notes. “We’re taking that data and not only enabling programmatic transactions but we’re doing that in both VOD and live streaming environments, which is really the cutting edge of the digital ad industry.”
Given the learning curve that exists in the OTT space—both on the buy- and sell-sides—SpotX created an Advanced Solutions Group to help everyone figure out the “various technologies that touch our platform. It’s a different engagement with each of our customers,” Buckley adds.
On the buy-side, SpotX helps to decipher live, linear OTT traffic patterns because they “tend to look a lot different than what, for example, the DSP’s or the agencies are used to. You have to address the traffic differently and the environments differently than you would, for example, a desktop web environment.”
Asked about pricing of premium video ad inventory, Buckley looks at it from a digital perspective. OTT commands a premium over formats like out-stream and short-form, “but we think we’re reaching the point where there’s great balance in the market. Pricing isn’t necessarily a huge barrier and I think both sides see value in what the market is bringing to the table at this point in time.”
This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales. Please find more videos from the series here. For the Sling/DISH report on OTT and the marketplace, download this report.
]]>Now the big issue is “consistency,” Bologna says in this interview with Beet.TV.
“Addressability is still very much a system-by-system product. And the advertiser wants scale. So in order to really give them that scale, the various systems and products need to be stitched together and presented as one.”
Bologna will be one of more than three dozen featured speakers at next week’s Beet Retreat Miami, where industry executives will gather to discuss the coming of age of targeted TV advertising.
The scale of addressable linear TV is another longtime industry talking point. Now Bologna says it’s no longer an issue because by the middle of 2018, there will be in excess of 70 million households capable of being targeted with addressable ads. “That’s huge. So scale isn’t a problem.”
Inventory is a different story, being limited as it is to the two minutes of local time made available for addressable campaigns.
“There’s a lot of discussions going on now about once we’ve utilized all of the two minutes per hour that we’re currently working with now for inventory that there will be some national inventory involved,” says Bologna.
Last spring, one2one Media set out to leverage an integrated set of systems and technology to drive efficiency and yield by automating workflows and providing a unified reporting approach for addressable video. It also works with skinny bundle pioneer Sling TV, which like other OTT providers is expanding the pool of targeted TV avails.
“The beauty of Sling, because of the way it’s technologically set up, is it has the ability to deliver real time addressability in the forms of both targeting and attribution,” Bologna says. ““So the addition of Sling to the addressable pool is actually a very good thing and something we’re excited to expand in.”
The flip side to OTT generating more ad inventory is fragmentation, according to Bologna, something that one2one Media has set out to alleviate.
“I can’t say I’m terribly upset about it,” he says of fragmentation.
This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales. Please find more videos from the series here. For the Sling/DISH report on OTT and the marketplace, download this report.
]]>“This is late mainstream for consumers,” says Brian Stempeck, Chief Client Officer at The Trade Desk, the demand-side platform.
Similar to when people in ever-increasing numbers began to use smartphones, there was a lag in marketers allocating ad dollars to reach them on those devices.
“We’re now in that interesting phase where media dollars start to follow. That’s what we’re seeing happen right now,” Stempeck says in this interview with Beet.TV.
As a result, The Trade Desk has seen “an explosion” of connected and OTT ad inventory.
“The amount of inventory available has gone up by ten X in the past year. That’s a game changer,” Stempeck adds.
Some of that seismic growth comes from consumers changing over, some of it from companies like Sling and Roku, which have “huge amounts of inventory and they’re moving it into programmatic.”
To access Sling inventory for its buy-side clients, The Trade Desk partners with Telaria (formerly Tremor Video). “DISH/Sling makes inventory available. We then use audience data, geo targeting, whatever the marketer really wants to hone in on. We then buy that inventory,” Stempeck says.
“The benefit of programmatic is that the marketer can now say, ‘I actually just want to target people in market for a car, or in this DMA, or this town or ZIP code’ and they can bring their own decisioning to that.”
Many advertisers still want to lock in traditional Upfront linear TV inventory deals, but they want more say in choosing certain inventory—stipulating that, say, 10% of Upfront deals are to be transacted programmatically, according to Stempeck.
Like many DSP’s, The Trade Desk cut its digital teeth on display ads back in 2009, making a big push into video in the past several years. Part of that expansion stemmed from the realization that agencies didn’t necessarily want to think of media channels in silos.
“They don’t necessarily want a mobile DSP, a video DSP, a DSP for Indonesia, a DSP for South America. They want one platform that’s global to hit all of their marketing channels,” Stempeck says. “Video is now one of the biggest channels that’s bought in our system.”
This video is part of series on developments with OTT. The series is presented by Sling Television and DISH Media Sales. Please find more videos from the series here. For the Sling/DISH report on OTT and the marketplace, download this report.
]]>Which is precisely why two years ago she founded Furious Corp., of which she is CEO, to offer an advertising enterprise management platform for TV broadcasters and premium publishers called PROPHET.
“Our business has gotten so complex,” Swartz says. “There’s so much technology, new channels and vertical ad stacks, there’s nothing tying it all together to help someone run their business.”
When Swartz is asked for her opinion about census versus panel data for making advertising decisions, the answer is yes and yes. Meaning, media sellers have to be agile and flexible.
“The reality is that everybody’s looking for an easy answer, and there isn’t any easy answer,” Swartz says of a common currency. “The idea that you need to be able to sell in multiple currencies and equalize.”
This is because while a TV buyer probably will want to buy against a traditional Nielsen guarantee, a digital buyer who might be “foraying into television” will most likely desire a buy based on impressions, according to Swartz.
“So we need to be able to do the math with ease and make informed business decisions based on data, regardless of what the currency is,” says Swartz.
She goes on to discuss her efforts to help operators in Europe develop a road map and strategy for building out a sales house, of which there are few and mostly large. Operators are in a “unique space” because they don’t have two minutes of inventory to sell like their U.S. counterparts, while they have or ultimately will have set-top box data with which to sell inventory.
“So the question is, do they enable broadcaster partners to sell their inventory using the addressable data, or do they aggregate and then build a sales house and sell it? There’s a lot of business questions that have to be asked,” says Swartz.
She is heartened by the news that addressable ad platforms provider INVIDI has been acquired by AT&T, DISH Network and WPP.
“I’m so happy for the Invidi team because they have been committed to our industry and its success and they’ve been in the boat rowing for a long time,” says Swartz. “It makes my heart smile and as a founder it encourages me. That’s an awesome sign that we are moving forward.”
We spoke with Swartz at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
]]>In the United States, says DISH Network’s VP of Media Sales & Analytics, “When you ask 10 people what programmatic TV is, you get 11 answers.”
But in an interview with Beet.tv, Gaynor makes it clear that DISH knows exactly where it’s going with regard to advanced TV.
“Programmatic’s not a product,” says Gaynor. “It’s not even a product when you talk about digital. It’s a process. The way that we look at programmatic is a way to automate the use of complex data sets infused into television buying.”
Gaynor goes on to outline a three-stop process at DISH with the preface that the company’s programmatic offering is built on the foundation of its addressable TV platform.
Step one involved the untargeted impressions derived from full 30-second spots that had been “sliced and diced” for addressable ads. “We wanted to take some of those untargeted impressions and bring digital money back to TV,” Gaynor explains.
So DISH made them available to advertisers that were already buying impressions across every screen but TV. “Now they have TV impressions in their buy,” says Gaynor.
Step two will be to ultimately automate the use of addressable across all of the company’s addressable impressions. “It’s not designed to get rid of my sellers or to get rid of buyers,” Gaynor says. “It’s designed to make what’s really a complex process easier.”
Step three: “Take all of my inventory and let it be purchased programmatically,” he adds.
Asked for his thoughts on the acquisition of addressable advertising platform provider Invidi Technologies by AT&T, DISH and WPP, Gaynor cites the need to continue to push addressable forward.
“The parties that come together for this venture demonstrate the commitment of both the sales side and the buy side to drive addressability,” Gaynor says.
Returning to his earlier quip about 10 questions yielding 11 answers, he explains that it’s different in Europe. “In Europe when you ask 10 people what programmatic is, at least I’m only getting three or four answers,” Gaynor says. “It gives me hope that there’s an ability for that part of the business to move forward in our industry.”
We spoke with Gaynor at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
]]>The $49 billion DIRECTV deal has grown AT&Ts addressable household roster to 14 million from 12 million. “Our strategy is to continue to grow our addressable footprint but also grow our addressable offering across platforms,” Dunsche says in an interview with Beet.TV.
AT&T AdWorks has more than doubled the number of advertisers using its addressable TV offering, with thousands of campaigns currently in flight and a 90% repeat purchase rate. “Advertisers get a taste of it and it performs well for them and they want to do more,” adds Dunsche, citing categories that include automotive, consumer packaged-goods, financial services, quick-serve restaurants and retailers.
“At the outset, addressable addressable advertising CPM’s are higher than traditional linear spend, but when you look at the net effective CPM level because there’s zero waste it’s actually a far more efficient and effective spend,” Dunsche says.
On the distribution side, the union of AT&T and DIRECTV means access to more than 150 million screens across TV and mobile, fueling cross-screen ad targeting and results measurement. A main goal is “seamlessly delivering entertainment experiences cross platform,” Dunsche adds.
AT&T took the plunge into political addressable TV campaigns by pairing DIRECTV with DISH Network, forming the joint partnership known as D2 Media Sales. D2 can send targeted political messages to about 22 million addressable households.
“We work with every political presidential candidate that’s been in market,” says Dunsche. “It’s been a great year. Political advertising is definitely up.” One of the main selling points of addressable ads for political campaigns is the fact that “you can keep it within state boundaries” as opposed to traditional DMA-based buys.
This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit. The series is sponsored by 4C Insights. For additional videos from the series, visit this page.
]]>