Sizmek Unveils Solution For Advanced TV
Sizmek, an independent buy-side advertising platform, today launched a new advanced TV initiative with plans to roll-out a fully integrated solution across linear, addressable and connected TV later this year.
Today, Sizmek is already a one-stop-shop for linear, addressable and connected TV inventory. Soon, advertisers and media agencies will be able to apply AI-driven insights from digital advertising to TV for optimal targeting, reach and frequency across the full campaign. By bringing data, media and creative together with AI, Sizmek will enable agencies and marketers to drive brand awareness on both TV and digital.
Last month, Sizmek released an enhanced version of their industry-leading AI-powered DSP, offering advertisers and agencies greater efficiency and effectiveness for programmatic buying. Today’s announcement, Sizmek said, “represents a logical next-step, to bring together data, media, and creative across all digital media channels, now including Advanced TV.”
eMarketer estimates there will be 182.6 million Connected TV users in the US this year, up 8.1% from 2017, meaning 55% of the population, or 71.6% of all households will be watching programs through Connected TV, Smart TVs, and OTT platforms. While advertisers are making investments in Advanced TV options they still face challenges with reaching this growing audience through a united cross-channel approach.
Sizmek added: “Today’s solutions for buying the various forms of TV require multiple vendors — with different sets of data and inventory for linear and every category of Advanced TV. The result is often over delivery against target audiences due to inability to optimize for reach and frequency goals.
“By working with data and supply partners across the Advanced TV landscape and using AI to bridge the gaps between them, Sizmek will offer a single solution for buyers to activate and optimize their TV campaigns within a vast pool of integrated inventory.”
Sizmek will provide inventory by partnering with several Advanced TV supply platforms including Telaria, Spotx and Freewheel.
“As buyers increasingly see the value of connected TV, it is imperative that the solutions they use solve for the medium’s cross-device nature,” said Mark Zagorski, chief executive of Telaria. “Sizmek’s dedicated advanced TV offering addresses this need and enables advertisers to get the most ROI from their connected TV buys. We look forward to working closely with Sizmek to collaborate on initiatives that move the needle forward for connected TV advertising.”
“Sizmek has proved it consistently invents new, innovative and data-driven ideas that help extend our awareness for client campaigns and optimize our return on ad spend,” said Carmen Graf, SVP executive media director at GSD&M. “With Sizmek’s digital knowledge around advanced TV plans, it helps us execute more comprehensive campaigns that reach our clients’ target audiences across all channels and devices.”
With this new offering, Sizmek said it helps buyers overcome the difficulties with varied access to supply. This is the first phase of its advanced TV initiative, with plans to introduce support for smart audience targeting, “allowing for greater reach and frequency control, as well as deliver superior insights into video consumption and ad effectiveness, allowing marketers to make the best use of their media budgets, and produce optimized media plans,” according to Sizmek.
“We consistently hear from agencies that one of their biggest challenges is achieving reach and frequency, while using media efficiently,” said Mark Grether, Sizmek CEO. “Audiences are moving away from linear TV and toward addressable TV, connected TV and OTT. This fragmentation is a challenge we are trying to solve. Our ability to leverage AI-driven insights from digital advertising to advanced TV allows us to offer the best possible solution to marketers and agencies.”