addressable advertising

TV networks delivering single advertiser spot optimization campaigns are often missing out on the benefits of addressable advertising over concerns they’ll breach competitive separation agreements. The right tech stacks can ensure they won’t break a deal.

Madison Avenue is getting closer to realizing its dream of using TV advertising to talk to viewers in a style more akin to a one-to-one conversation.

Univision is planning to build its addressable advertising capabilities, starting with beta tests with Vizio and Dish this year. More partners will be brought on next year, said Donna Speciale, president of advertising sales and marketing at Univision. Univision earlier announced being involved in the beta testing of Nielsen’s addressable technology, since sold to Roku. It also joined Project OAR, a group led by Vizio that looks to set standards for addressable advertising.

Amping up its cross-platform data efforts, Disney Advertising Sales held a recent new industry event — Disney Platform Tech Showcase — to highlight its new single unified advertising effort. “This new way of doing business will be optimizable in real-time through our programmatic offerings,” said Lisa Valentino, EVP of client solutions/addressable enablement at Disney Advertising Sales .

A new partnership with Charter Communications adds nearly 40% more households and expands inventory for marketers.

The Spanish-language media company joins as a member of the primary steering committee dedicated to creating a standard by which all parties in the TV ecosystem can collaborate and unite on addressable advertising.

ViacomCBS and Dish Media said they began delivering addressable advertising impressions during live national broadcast network inventory using technology developed with Adcuratio Media.
A number of campaigns have run across Dish’s footprint in certain markets where CBS owns TV stations. The campaign’s target viewers at the household level via Dish set top boxes.

Imagine’s Graham Heap discusses the tech and a hope to shift from spots to audience-based buying and selling

The first phases of dynamic, addressable advertising trials include participation from Fox, ViacomCBS, NBCUniversal, Scripps, AMC Networks, Disney Media Networks, Discovery, Hearst Television and WarnerMedia.

A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal, WarnerMedia and other media publishers double down on addressable TV initiatives ahead of the 2020 upfronts.

Project OAR, the consortium working to standardize addressable advertising, will demonstrate its linear dynamic ad insertion technology on smart TVs at the Consumer Electronics Show this week. This is the first update from the group, which was founded in March with the goal of developing and deploying a new open standard for delivering ads to individual households on smart TVs, which is known as addressable advertising.

TV manufacturer Vizio has debuted Vizio Ads, a new business unit that will let brands, agencies and advertisers purchase TV ad inventory across the Vizio SmartCast platform. Ad inventory will be available within the launch and discovery environment, partner OTT apps and throughout Vizio’s WatchFree service.

Dish Media, a provider of national addressable advertising, said it will employ a new technology platform from Comcast’s FreeWheel that handles both linear and addressable advertising, enabling the company to optimize campaigns against both types of inventory.

OpenAP, the advanced advertising company owned by Fox, NBCUniversal and Viacom, said it launched a marketplace that offers advertisers premium video inventory that can be bought using audiences based on data. The latest version of OpenAP includes digital video, giving it a large addressable footprint.

With advertisers clamoring for more targeted TV commercials, Comcast Advertising has launched a new cable industry addressability initiative and has gotten Charter Communications and Cox Communications to join. Satellite providers and upstart over-the-top streaming services have pushed their addressable capabilities, but the cable industry has been slow to unite behind a standard that would make it practical for advertisers to mount addressable campaigns with national scale.

Fox is the latest TV network to join Project OAR, the TV consortium designed to standardize addressable TV buying. The group also announced the formation of an agency advisory committee that includes Publicis Media, Omnicom Media Group, GroupM, IPG’s Magna Global, Dentsu Aegis, Havas and Horizon Media.

Six out of 10 advertisers using addressable TV believe it is a valuable part of their media buy and are planning to increase their investment, according to the Video Advertising Bureau). A new report found that addressable TV ad spending is expected to grow to $3.3 billon by 2020 (a 343% increase from 2016), with 40% of addressable TV agency and marketing professionals saying they are making a significant investment in the platform.

Can the TV biz finally get its act together to target ads to viewers the way internet companies have done for years? A new consortium, led by TV manufacturer Vizio, is promising to assemble the right technology platform and media partners to make addressable ads on television a reality — as soon as early 2020. Founding members include Disney Media Networks (which includes ABC, ESPN and Freeform), Comcast’s FreeWheel and NBCUniversal, Discovery, CBS, AT&T’s Xandr and WarnerMedia’s Turner, Hearst Television and AMC Networks.

AT&T will kick up addressable advertising on its Turner networks next year. “We’ll be able to monetize that inventory without automation in the year 2019,” says Randall Stephenson, chairman-CEO, AT&T, speaking at a UBS media investment conference on Tuesday. “Hopefully, you’ll start to see those results in 2019.”