This month, Yahoo announced Tubi is extending its use of Yahoo’s supply-side ad software (SSP) to also connect with its demand-side platform (DSP).
As Iván Markman, chief business officer of Yahoo, explains in this video interview with Beet.TV, that means Yahoo ad buyers now have access to one of the biggest connected TV destinations.
“They’ve been leveraging our SSP for about three years,” Markman says.
“Advertisers and agencies can now access the high-growth inventory and engagement opportunities that Tubi has to offer in those ways, above and beyond the ways that they have been able to access them in our exchange.
“We are lighting up a unique set of capabilities in our DSP to enable advertisers and agencies to access supply in unique ways and better ways.
“Programmatic guaranteed deals reporting and planning gets amplified within the DSP.
“A result of that for Tubi is to drive greater growth as they can transact.”
Now owned by Fox, Tubi has been on a tear.
Reportedly, usage has doubled in the last year, whilst upfront commitments have tripled.
Now Fox wants to spend even more on streaming TV.
Fox Corp.’s streamers will get a cash boost in the coming year as the media company looks to lean further into its growing portfolio of ad-supported and subscription streaming services like Tubi. https://t.co/nmCvI5T1UQ
— Adweek (@Adweek) August 4, 2021
Markman is clear why he thinks Tubi is growing.
“There’s quality content that is very relevant ,” he says.
“(It is) a great kind of creative canvas, if you will, when it comes to the consumer experience.
“When you think about upfronts as an example, it really helps everyone participate in those opportunities in much more valuable ways.”
]]>That is Ivan Markman’s view. As chief business officer Ivan Markman at Verizon Media, Markman just signed a deal to launch a new Unified TV Report, using Nielsen and Vizio data to help advertisers understand both linear TV and digital campaign performance across Verizon’s own DSP.
In this video interview with Beet.TV, Markman explains the rationale.
Verizon Media and Vizio already announced a partnership back in April which saw Verizon Media’s DSP gain access to viewing data on 18 million TVs from Vizio’s Inscape, giving new buying opportunities to its DSP customers.
In the latest, Unified TV Report will combine Verizon Media’s ConnectID people-based audience database with data from Vizio and Nielsen, totalling up to 148 million logged-in users.
“Now we’re bringing it to life to create a way for advertisers to connect the dots between, linear TV and connected TV,” Mark says, “and to connect the dots with, say, native advertising, more traditional video, advertising, display digital out of home.”
As linear audiences wane, ad buyers are getting excited about the opportunity to combine digital-style ad buying, targeting and measurement through internet-connected TV, despite persistent gripes about the complexity of doing so.
Those gripes include measuring across a proliferating range of media channels.
Markman acknowledges that consumer behavior is shifting from linear TV to connected TV (CTV).
He sees the ad world dividing up between “haves and have-nots” – those that have first-party identity data and those that do not.
He says Verizon Media is offering up ConnectID, with data from 152 million unique users in the US.
But combining that with new CTV data from Vizio and linear viewership from Nielsen begins to make the combined offering sound like a relative powerhouse.
“We can help connect the dots and provide views into incremental reach, the duplicated frequency, the kinds of planning that is typically the happening within the TV landscape, and be able to do that seamlessly across both mediums,” he says.
]]>Advertisers and their agencies that use the Verizon Media demand-side platform can now attribute TV show tune-ins to ads that appear on mobile, connected TV, video, desktop and native platforms. The company recently started a collaboration with Inscape, a unit of electronics maker Vizio, to gather automatic content recognition (ACR) data about TV viewing.
” Marketers need to understand how media performs across all of the different channels,” Iván Markman, chief business officer at Verizon Media, said in this interview with Beet.TV. “The goal is help them really understand how to optimize their media across all the different channels they can invest in.”
Verizon Media’s TV tune-in attribution helps to measure ad exposure and engagement among different devices by matching ad behavior with ACR data collected from more than 15 million smart TVs. Consumers opt in to share their viewing data, which are anonymized to preserve their privacy.
Discovery Communications, whose network brands include HGTV, Food Network and TLC, is one of the first companies to use Verizon Media’s TV tune-in attribution service. It helps to measure how non-TV inventory affects TV viewing to improve ad campaigns.
The media company’s networks, many of which focus home-based activities like cooking and renovating, have performed well as the coronavirus pandemic keeps many people stuck at home. The Food Network, as one example, boasted some of the highest ratings in years among audiences ages 25 to 54 during the early days of lockdowns, Adweek reported.
“Our demand-side products enable advertisers and agencies to do that planning and buying in an omnichannel fashion from different points of TV all the way through to digital and digital out-of-home,” Markman said. He also sees more opportunity for advertising and e-commerce to commingle, giving marketers a way to sell directly to consumers.
]]>In an announcement, the company launched new features for publishers via its media platform:
In this video interview with Beet.TV, Verizon Media chief business officer Iván Markman says consumers are demanding a new type of content experience.
“One of the areas that we’re seeing is the need and the focus on more interactivity,” he says.
Verizon recently acquired BlueJeans, the video conference software provider. Whilst that may look more like an arms race with Zoom and Skype for remote workforce hearts and minds, Markman also frames the idea of video-based interaction in a media context.
“Audiences are a lot more open to these kinds of experiences, and they are adopting it, and making it part of their habits,” he continues. “As much as we’ve seen this massive acceleration, we’ve only begun. Because there’s so much innovation to come into the future.”
Exciting news about @BlueJeansNet! Read more here: https://t.co/BuKuq4DO8M pic.twitter.com/I2MDvfHYPJ
— Tami Erwin (@TamiErwinVZ) April 16, 2020
Verizon Media is the product of several marriages.
Its publishing assets include the likes of Yahoo, Techcrunch, AOL, HuffPost, from what was briefly known as Oath.
Its advertising technologies roll up those historically acquired or operated by AOL and Yahoo, like BrightRoll, Flurry, One and Gemini.
Markman acknowledges: “We are both the demand-side platform, as well as the supply side.”
The group’s Media Platform has long operated a content delivery network and tools for encoding, syndication and advanced advertising.
But all of those assets now interconnect with a Verizon stable that includes telecoms and TV activities.
And the new Verizon Media has been doubling-down on video streaming.
“There’s significantly more consumption of connected TV type content,” Markman says.
After launching live “bell-to-bell” Wall Street video coverage in January 2019, Markman says “we’ve seen almost a doubling of those audiences” year-on-year. The group also streamed the Super Bowl in 4K.
EXCITING UPDATE!
Yahoo Finance expands to 8 hours of live programming today, including the new YFi PM, which I’ll be hosting daily from 1-2PM EST!
Tune in on Apple TV, Facebook Live, or https://t.co/yjPb7ccp2g and on the Yahoo Finance App! pic.twitter.com/hCbBPhPw4x— Zack Guzman (@zGuz) January 7, 2019
Markman says Verizon Media “is a streaming platform that powers the who’s who of broadcasting, the likes of ESPN and folks”.
He says he is trying to offer a service with three core tenets: