Not too long ago, streaming was an emerging technology. Today, it’s the norm. In fact, cord-cutting isn’t just growing, it’s accelerating, according to the latest eMarketer data. But that means that the larger transformation toward connected TV (CTV) is no longer being driven by technology companies, nor is it being driven by media companies, many of which are scrambling to build their own direct-to-consumer platforms. At this moment, and throughout 2019, consumers will be in the driver’s seat. Here’s what that means for CTV.
The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they think 2019 will push the opportunities even further for brands to effectively target consumers across TV.
There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker.
About seven years ago, DSPs that pitched marketers directly risked losing massive agency contracts. But today, as more marketers influence technology decisions and take programmatic contracts in-house, DSPs are freer to go after brands directly...And not all DSPs are cozying up to brands. Some still see agencies as their most effective sales channel and want to avoid putting pressure on that relationship. dataxu, for example, doesn’t pitch to brands that already have an agency, said president, platform and EVP of product marketing and management Aaron Kechley.
“Signing an agency is a lot more economic than trying to do deals with 30 brands,” he said. “It undermines the agency relationship if we sell directly to a brand.”
As marketers embrace advertising across the growing plethora of devices, their campaign naturally spreads to new devices. As that happens, they risk exposing the same person to the same ad on different channels. But, on the flip side of “reach”, technology can also help control the “frequency” with which an ad is shown, as long as it can have full sight of viewers’ consumption behavior. In this video interview with Beet.TV, ad-tech firm dataxu‘s founder Sandro Catanzaro explains how frequency-capping works.
LiveRamp, dataxu and Index Exchange launched the first commercial proof of concept for the Advertising ID Consortium on Thursday. The product places LiveRamp’s IdentityLink directly in the bidstream, skipping the cookie syncs typically required for a DSP and SSP to match against LiveRamp in a campaign.
One thing that this hot British summer has shown us is the pull that successful partnerships have on our society. The big – and literal - winners of Love Island (the finale was watched by a record 4.1m viewers) were faithful Dani & Jack, who’d been a couple since the beginning of the 8-week run.
Even more prominently, Harry and Meghan’s nuptials inside St. George’s chapel pulled 18 million Brits in front of the TV. The UK is clearly feeling ready for commitment. Long-term relationships aren’t only for royals and happy couples. Companies are also benefitting from commitment – established relationships between equal partners can bring stability, efficiency and long-term success to all those involved. And the media industry is no different, with brands and agencies looking to find the yin to their yang.
An over-the-top (OTT) advertising platform which combines preferred access to Hearst-owned programming, with delivery partners such as Roku, has just come to fruition.
Recognizing the demand in the OTT marketplace for consistently premium content and transparency, Hearst Anyscreen is designed to enable brands to tap into the growth of Connected TV viewing.
A provider of programmatic marketing software for marketing and media professionals has unveiled what it is promoting as “a unified planning and buying solution for agencies and brands investing across linear, connected and addressable TV.”
Introducing TotalTV from dataxu, which includes a unified planner for TV that creates efficient buying plans designed to reach de-duplicated strategic audiences among more than 120 million households, whether viewers are watching linear TV or streaming through any OTT device.
Expect to hear a lot about addressable advertising over the next year. The latest player to offer targeting on the living room TV is Hearst Television, which today launched Hearst Anyscreen. By tapping into this private marketplace advertisers can reach Hearst viewers on a variety of connected devices including Roku, Android TV, Apple TV, DirecTV Now, Google Chromecast, Sling TV, Sony Crackle, PlayStation Vue, Xbox, and a handful of other connected TV operating systems.
Hearst Television Inc. is launching an over-the-top (OTT) advertising marketplace. The marketplace includes programming owned by the company and in partnership with companies already affiliated with Hearst, such as Roku.
Data from DataXu will offer audience insights.
“Today’s advertisers want the quality and scale of TV with the 1:1 reach and analytics of digital media. That’s what we’ve collaborated to deliver through Hearst Anyscreen,” said Mike Baker, co-founder and CEO, dataxu, in a statement.
The advertising technology firm Dataxu has launched a unified planning and buying solution for marketers called TotalTV For Advertisers.
It’s called TotalTV because it brings together linear TV, connected TV and addressable TV into one platform.
The company claims that TotalTV can “reach de-duplicated strategic audiences among more than 120 million households.”
Markers can reach all the digital screens they need in one shot. That’s the promise of TotalTV for Advertisers, a unified planning tool announced today by marketing software provider dataxu. The solution combines linear, connected, and addressable TV. Reaching a network of 120 million households, it lets marketers enhance their campaigns by serving video a deduplicated pool of online video viewers.
Media and marketing software company dataxu introduced Total TV for Advertisers, which enables agencies and brand to create efficient buying plans across linear, connected and addressable TV.
Total TV for Advertisers helps campaigns reach audiences that are de-duplicated, whether viewers are watching linear TV or streaming programming.
Tell us about your role and journey into technology. What galvanized you to be a part of dataxu?
I’ve been lucky to have a number of successful marketing tech positions over the course of my career, including at CMGI (Internet investment company), Engage Technologies (data profiling), Enpocket (mobile marketing), Nexage (mobile programmatic) and now dataxu. I met my co-founders when they were pitching for angel capital; I liked the fact that they came out of the labs at MIT as trained scientists, and thought that it would be cool to bring real data science to marketing. I invested money and, more importantly, my time!