PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
Paramount to Utilize iSpot As Currency Measurements for TV Ads
In an announcement, Paramount Global and TV measurement provider iSpot.TV stated that they have reached an agreement to use iSpot currency measurements to measure and transact national TV advertising campaigns across Paramount’s top media and streaming platforms in the U.S. Technology interfaces between the two businesses are now being finished to allow quick, seamless advertising transactions inside Paramount’s systems and licensed systems. Given the longstanding relationship between the two businesses, the announcement is a logical progression. Beginning in the first quarter of 2024, Paramount is anticipating measuring and conducting business using iSpot data.
Paramount chooses iSpot.TV for currency measurements
Collaboration between Paramount and iSpot has fostered market innovation for almost a decade. It has enabled new attribution models to focus attention on metrics and business. Additionally, it provides outcome capabilities that allow effective and transparent measurement and monetization of fragmented viewership. By utilizing the best measurement data and cross-screen capabilities, Paramount will be able to give its clients greater insight and options in the activation and evaluation of campaigns.
Read More: Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
iSpot Unified Measurement
The connection includes the application of iSpot Unified Measurement, which combines linear and streaming viewing into a single cross-screen metric. Measurements by channel, publisher, and service type are made for on-target and incremental reach, ad frequency, and linear and streaming overlap. The agreement is part of Paramount’s continued commitment to work with businesses that are introducing novel and sophisticated measurement methodologies in support of a future with many currencies.
Currency measurements alternatives
NBCUniversal has helped iSpot become a recognized national currency. Additionally, it will start with Amazon Prime for “Thursday Night Football.” So far among the Nielsen alternatives, competitors Comscore and VideoAmp have acquired broader currency status. Both currencies are recognized by Fox Network, TelevisaUnivision, and Warner Bros. Discovery. The Joint Industry Committee (JIC) granted conditional certification to the three alternatives last month. It is unknown whether Nielsen’s big data plus panel product will be made available to Paramount as a currency alternative. As a probable first step toward a more extensive MRC examination of its data, iSpot also gained Media Rating Council accreditation last month for its ad catalog.
Read More: NBCUniversal, In Latest Blow To Nielsen, Elevates iSpot To Ad Currency
The Joint Industry Committee
The JIC was established around significant TV media sellers and launched in January 2023. Several media agency groups afterward joined it. The JIC intends to offer substitutes for Nielsen measurement, which has been utilized for decades by both buyers and sellers of currency.
Here’s what they said
John Halley, President of Paramount Advertising said,
Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it. We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee, and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.
Sean Muller, iSpot CEO and Founder added,
At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement. To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.
Read More: iSpot Acquires 605 To Boost TV Measurement, US Data Footprint
Czech Republic’s Media Club Launches Programmatic Video Ad Buying
The Media Club company in the Czech Republic has introduced new programmatic video ads buying for internet-connected TVs. With only one interface, it offers the potential for specialized programmatic advertising planning in the prima+ video collection, HbbTV, smart TV programs, Samsung, LG, Android TV, and IPTV operators.
Programmatic video advertising
Through Adform’s private deals across TV platforms, Media Club is the only company on the market to give the option to purchase video ads programmatically. It is accessible through the Prima Group channels and the prima+ video archive. The Media Club’s video inventory, which receives over 25 million monthly video views from viewers of Prima Group channels, is now available to advertisers. Media Club guarantees clients 100% visibility of their ad because the TV screen is typically the largest display in the home.
Read More: Roku and Spotify Collaborate to Introduce Video Ads To Roku App
Advertising in Connected TV
A connected TV has an average audience size of 1.3 viewers, according to Nielsen Atmosphere’s statistics. Additionally, a high level of completion is ensured. Even in a video that lasts 20 to 30 seconds, unskippable advertising with a duration of 6 to 15 seconds ensures 100% completion. Similar technical requirements apply to marketers for in-stream video advertising.
Additionally, according to an ongoing study, 29% of homes with televisions access paid video libraries. Premium video libraries are used by 44% of families that claim that IPTV is their primary source of TV material. Through connected TV advertising, the contracting authority can reach viewers of paid video stories.
Here’s what they said
Michal Jun, deputy sales director of Media Club’s online division said,
Clients are already using video advertising in connected TV as part of direct sales. We have now also connected the technology through private deals with technology partner Adform. We see great potential in CTV and we will improve it in the future.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
Roku and Spotify Collaborate to Introduce Video Ads To Roku App
Spotify’s app on Roku will now feature video ads thanks to cooperation between Roku and Spotify. In the US, Canada, and Mexico, Roku is the most popular TV streaming service. The cooperation between Spotify and Roku, which dates back over a decade, and the launch of the Spotify app on Roku, is strengthened by this collaboration. The new invention, according to the businesses, is the first step in bringing Spotify’s CTV partner network online. Through the relationship, Spotify will be able to offer additional video content, offering marketers more opportunities to engage with the platform’s more than 500 million MAU users. Spotify Video Inventory will be available on Roku as part of the Roku Audience Network. It will be accessible as a component of Spotify’s Video Everywhere ad service.
What’s in it for advertisers?
The ability to contact customers on any device is the key to successful digital marketing. Although it also applies to marketers, it is a best practice for user experience. Larger screens are now available in homes thanks to the expanding app ecosystem on Smart TVs. As consumer patterns change, businesses who don’t have a presence on this wider screen through CTV advertising are losing out. Additionally, viewers are increasingly turning to streaming to watch and listen to all of their favorite material. It includes everything from music to stand-up comedy routines to podcasts. In order to reach consumers where they are focused, advertisers are refocusing their marketing budgets. They are converting to linked gadgets from linear television. Brands will have an extra chance to reach the combined audiences of both streaming channels by partnering with Roku.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
Spotify’s CTV Partner Network
The agreement with Roku is a first step in expanding Spotify’s CTV Partner Network. The quantity of visual experiences on Spotify has been growing, and these experiences will now include video ads. A beta version of DJ, which provides music recommendations and comments from an AI disc jockey, was released by the streaming service in August. Spotify introduced Blend in 2021. It is a shared social listening platform that enables users to make custom playlists to share their individual musical preferences with friends and family.
The Video Takeover Ad experience from Spotify reaches customers listening to music on their smartphones, tablets, and desktop computers. Soon after, CTV devices will be added, starting with the Roku platform. Future additions to this offering by Spotify will include even more video ad offerings, like video podcasts. In order to reach more users, the new Spotify app on Roku will include artist snippets and video clips mixed with ad formats like Sponsored Sessions. In order to give users a more participatory experience, it will also include Call to Action cards for podcast advertisements.
Roku’s portfolio
For more than a decade, Roku users have had access to the Spotify video app. While most people use Spotify to listen to music and podcasts, they also use it to create playlists, search for content, and watch artist videos and audio podcasts on their screens. Roku has been busy releasing new ad experiences on the platform in addition to adding video ads to the Spotify app on CTV. In a recent announcement, the business said that it was expanding its collaboration with Shopify to enable customers to buy goods from Shopify merchants using Roku Action Ads. Viewers can make purchases straight from their TVs and pay with Roku Pay.
Read More: Amazon Prime Video to Introduce Limited Ads in 2024
Here’s what they said
Lee Brown, Spotify global head of advertising & business platform said,
As a longtime leader in the streaming space, we’ve had a front-row seat to audiences choosing streaming to enjoy content and advertisers following suit to reach them. It’s long been our goal to make Spotify available to anyone on any device and this partnership with Roku answers the call from advertisers who want even more ways to reach our users. Both our brands have been at the forefront of the streaming revolution and together we’re continuing to invest in more opportunities for advertisers to connect with our immersed users.
Alison Levin, VP, ad revenue and marketing solutions at Roku commented
As longtime partners, we’re excited to launch Spotify’s TV streaming video ads that will reach both of our streamers on platform and drive measurable campaign impact for brands. Roku and Spotify are uniquely positioned to make the largest screen in the home work harder for brands. We are thrilled to partner with Spotify on this at launch.
Read More: GumGum Unveils Social Empowerment Initiative with In-Video Ads
Samsung Ads and Epsilon Partner for First-Party Data Advancements
Samsung Electronics’ advanced advertising division, Samsung Ads, recently announced a partnership with Epsilon, a leading provider of advertising and marketing technology worldwide. The partnership promises to provide brands with cutting-edge TV viewership data, network reach, precise activation, and measurement. Brands can access distinctive audiences produced from transactional and demographic data thanks to the connection. For activation across Samsung’s brand-safe Smart TV, connected TV (CTV), and mobile inventories, it also provides a brand’s own first-party data. Additionally, the collaboration enables businesses to use Epsilon audiences to launch ads across the US Samsung Ads Smart TV Ecosystem.
Samsung Ads and Epsilon’s first-party data integration
As the advertising sector gets ready to function in an age without third-party cookies and identifiers, collaboration will become increasingly crucial. This announcement mostly relies on first-party data. It provides the framework for exact ad targeting and campaign execution. It makes it possible to create unique segments. The relationship with Epsilon is a significant accomplishment for Samsung Ads. To improve precision, the new integration provides a direct one-on-one match. It also does away with the requirement for third-party data or crosswalks utilizing Epsilon segments. It improves productivity, generates cost savings, and streamlines business operations, adding value. With the help of top measurement partners, ads are measured using industry-standard Samsung measurement procedures. They differ according to the goals of the campaign, key performance indicators (KPIs), intended results, and other pertinent variables.
Read More: TripleLift’s First-Party Data Targeting Solutions Shines Sans Cookies
Epsilon database
250 million verified US consumers are included in Epsilon’s consumer database. The volume of consumer data gives businesses the chance to identify and communicate effectively with each customer across channels. Additionally, it gives organizations the ability to monitor the success of their marketing initiatives while ensuring that consumer data is kept safe and secure at all times.
Here’s what they said
Epsilon general manager of data solutions Dennis Self said
Epsilon’s partnership with Samsung Ads provides a seamless experience for marketers who are looking to activate Epsilon’s audiences and their first-party data in CTV environments. Our unique audiences provide marketers with confidence that they’ll reach the right people at the right time with messages that matter, removing barriers to activation while simultaneously creating increased demand for CTV campaigns.
Courtney Howell, head of agency development at Samsung Ads commented,
Samsung Ads’s platform, device ecosystem and media assets, including Samsung TV Plus, are critical to reaching consumers across CTV. Through our direct integration with Epsilon, brands can leverage the Samsung TV universe and engaged audience to make CTV campaigns even more powerful. This partnership represents a milestone for Samsung Ads’ ongoing relationship with Epsilon to give even more brands and agencies the ability to immediately activate against our Smart TV footprint with improved measurement and attribution solutions. Our partnership with Epsilon also means that any brands working with Samsung Ads can expect a faster, more seamless execution, combined with the ability to leverage our leading TV data and scale to power CTV campaigns that drive significant performance.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
Microsoft Advertising Enters the Video and CTV Advertising Realm
At the DMEXCO conference, Microsoft Advertising unveiled a brand-new video ad product called Video and Connected TV (CTV) ads. Advertisers can now create online video and CTV ad campaigns on the Microsoft Advertising platform, thanks to the company’s video ad offering. The novel solution offers specific reach across large-scale properties to guarantee that the ad is presented to the appropriate target audience. The offering engine accepts search data. The internet juggernaut wants to profit from the burgeoning digital video landscape. By 2024, it is anticipated that people will spend 3.5 hours daily on average.
How does it work?
The new platform does not require advertisers to learn how to use the new platform. No set-up fees or lengthy onboarding procedures are needed, and campaigns are straightforward to optimize. The same platform offers the possibility to target ads on CTV. Because of this, creating campaigns only requires a few clicks. The only thing advertisers need to do is upload video assets that best represent their brands. Additionally, they must determine who they want to expose their ads to as well as how frequently they should do so across multiple devices. Setting frequency caps, reporting on domains where ads are served, and excluding any domains where ads should not be served are all features available.
Why should advertisers care?
Video and connected TV (CTV) capability increases conversion possibilities. It expands the options for ad-serving and using audience analytics to target high-value consumers. The choice to run commercials online or on CTV is also available. Advertisers can purchase CTV ads through a cost-per-completed view mechanism to target audiences on smart TVs and connected devices.
Moreover, according to Microsoft, search data is one of the most important components to enable this CTV and video service. Even when watching television, online searches have developed into one of the most potent intent signals. It is now a clear indicator of consumer intent. It reveals what the current needs of consumers are. Search offers information that can later be converted into marketing.
The rise of multi-screen viewing
As multi-screening is becoming popular, Microsoft’s new offering comes at a crucial time. According to recent studies, 4 out of 5 consumers read online news while watching TV, highlighting the opportunity for advertisers to target audiences who engage in multi-screen behaviors. Furthermore, 90% of Gen Z viewers in the U.S. utilize a second screen in addition to TV. This behavior creates attractive opportunities for marketers to better engage viewers. Even though the data just pertains to the U.S. market, the product is currently conducting pilots in 34 markets, with more than 405 billion monthly CTV impressions and 1.6+ trillion video impressions.
Video and CTV ads highlights
Microsoft’s access to billions of first-party data points is what distinguishes this platform. It makes it possible for advertisers to precisely identify their target market. Advertisers can target viewers on desktop, smartphone, and tablet devices with online video advertising purchased using a viewable CPM model for both in-stream and out-stream placements. User behavior from Bing, Microsoft Edge, Microsoft Start, and other properties is included in this treasure trove of data.
Max, Hulu, and Bloomberg are just a few of the venues where you can see video and CTV advertisements. Additionally, it has been reported in media sources like the Wall Street Journal, MSN, and the Huffington Post. A hyper-targeted audience is created by the platform using machine learning algorithms based on a variety of variables, including product preferences, demographic data, and browsing patterns. The goal of this strategy is to make targeted ads better so that marketers can reach the most relevant audiences.
Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category
Search data insights
One type of data used to create intelligence signals is search. However, Microsoft permits the use of billions of legal first-party data sets across numerous properties in advertising. They range from preferences for content and brands to LinkedIn profiles and much more. All of these signals are applicable to the video targeting feature. Based on viewing and browsing information, Microsoft Advertising Video and CTV advertising enable advertisers to use these signals to place brands in front of viewers with the appropriate messages.
Forecasts suggest a significant increase in ad expenditure
Forecasts indicate that between 2023 and 2025, U.S. programmatic video ad expenditures will increase by $22.51 billion (30.2%). The latest feature from Microsoft is made to effectively develop this growing pattern. Another appealing factor is the ease of application. The announcement is noteworthy because it signals a significant effort in an industry that is constantly developing. Additionally, it provides marketers with a more comprehensive, data-driven tool for audience interaction. Microsoft’s CTV and Advertising Video advertisements provide targeted audience capabilities. The growing rivalry and possible ad saturation have led to continuous innovation for success.
Here’s what they said
Product Marketing Manager at Microsoft Advertising, Liam Mackessy, told Search Engine Land:
This product has been designed for ease of use. You can get started in just a few clicks, there are no long onboarding processes, no set-up fees, and it’s simple to optimise. We’re making CTV advertising, which typically can be a little bit more complex to buy, more accessible to a lot more advertisers on the Microsoft Advertising platform. However, we still provide control and flexibility to advertisers – they can set their own frequency caps so that they can accurately plan budgets and campaigns accordingly. We also have the usual domain reporting and domain exclusions to help advertisers keep track of where their ads are serving so that they can decide which sites they may not want their ads to be served on.
Read More: Microsoft Submits Revised Activision Blizzard Proposal to UK’s CMA
Imagine Communications Join Forces with Google Ad Manager
Imagine Communications, a well-known provider of advertising technology solutions has teamed with Google Ad Manager. Converged TV advertising is expected to change thanks to this creative alliance. By enabling seamless cross-platform campaigns and assuring uniform ad placements across all delivery channels, it will provide broadcasters and TV operators with greater power. It will include cable television broadcast over the air or online. Additionally, the alliance brings cutting-edge programmatic capabilities that enhance direct ad sales by maximizing yield and raising the effectiveness of ad sales. Attendees at IBC2023 will get a first-hand look at the results of the relationship.
Google Ad Manager Integration
The media business is always changing. The combined strengths of the two businesses will aid in bridging the direct sales gap between the ever-evolving world of programmatic sales in-streaming CTV and traditional linear TV. Direct and programmatic ads are made possible across all deal kinds by Imagine’s SureFire video ad server, which also offers ad demand management features. Direct Sold/programmatic, Private Marketplace Deals, and RTB are a few of them. Broadcasters and TV operators can now cover unsold inventory thanks to this integration. Additionally, it allows them to rapidly allocate parts of the ad inventory to optimize fill while preserving a high standard of viewing.
Broadcasters can offer premium ad placements across a variety of media because of this complete approach. Additionally, it provides programmatic components that facilitate effective yield optimization. To facilitate implementation irrespective of the sales, order management, and traffic services that TV operators may pick, SureFire offers a wide set of APIs and integration points.
Here’s what they said
Rob Malcolm, General Manager of ad tech at Imagine Communications said,
Imagine Communications is expanding cross-platform ad management solutions to help broadcasters and media companies unify TV ad sales and deliver all the attributes advertisers love about traditional Linear TV onto CTV platforms. Our partnership with Google Ad Manager underscores this commitment, as we revolutionize not only direct sold placement, but add programmatic capabilities to meet the evolving media landscape.
About Imagine Communications
Imagine Communications supports the media and entertainment sector by transforming innovation. Broadcasters, networks, video service providers, and businesses all around the world rely on its efficient, future-proof multiscreen video and revenue enablement solutions to support their mission-critical operations. Today, almost half of all video channels on the planet use its technologies. Moreover, close to a third of all ad revenues worldwide come from its software solutions. They provide the most cutting-edge IP, cloud-enabled, software-defined network, and workflow solutions in the market through ongoing innovation.
Read More: New ‘Instacart for Shopify App’ Revolutionizes Merchant Advertising
GumGum Unveils Social Empowerment Initiative with In-Video Ads
GumGum, a contextually relevant, international digital advertising platform, unveiled a new project through GumGum Gives. It is an initiative that uses audiences’ and participants’ strengths to improve social interactions. Its objective is to assist advocacy groups in getting people to pay attention to and become aware of them through the GumGum non-interruptive In-Video linked TV ad format. The Trevor Project, a non-profit dedicated to preventing LGBTQIA+ adolescent suicide, WildAid, and Digitalundivided, an organization that supports Latina and Black women entrepreneurs, are the first organizations to collaborate with GumGum.
GumGum Gives
As one of its broad social impact pillars, this fresh effort is a crucial component of GumGum’s dedication to social impact. The business is dedicated to fostering a more inclusive and diverse tech sector. It contributes to the community’s and society’s positive effects. By utilizing their In-Video connected TV ad unit, GumGum promotes awareness of and advocates for advocacy organizations through this project.
The newest and most cutting-edge advertising format offered by GumGum, In-Video, enables brands to interact with viewers in real time without interfering with their viewing experience. Publishers who permit In-Video advertising have additional options to profit by providing extra material for advertisers to use. For both free, ad-supported TV (FAST) and video on demand (VOD), all CTV publishers utilize overlay advertising.
Premier Partnering Organizations
Until the end of the year, campaigns for The Trevor Project, WildAid, and digitalundivided are all running across GumGum’s inventory. Additionally, they have had great success. For a period of the campaign’s flight duration, one of the organizations in particular received over 20%-point life in organizational awareness and ad recall.
Read More: WPP and Optimizely Team Up for Data-Driven Digital Experiences
Here’s what they said
GumGum’s Chief Technology Officer, Ken Weiner said,
The CTV audience is huge and continues to grow, and we are excited to work with advocacy organizations like The Trevor Project, WildAid, and digitalundivided to leverage our In-Video ad unit to help them amplify attention and grow awareness. The biggest benefit of In-Video is that it’s an extremely cost-effective and low-lift way to help these organizations meet audiences in the right moment as they watch streaming TV.
Abie Peacock (she/her), Senior Director of Integrated Marketing for The Trevor Project commented,
We are grateful for the partnership of GumGum in helping us reach new audiences to raise awareness of The Trevor Project’s critical life-saving work. At a moment where anti-LGBTQ legislation and rhetoric is at an all-time high, and LGBTQ young people need our support more than ever, it is inspiring that through the power of this partnership, so many target audience members have been moved to take action in support of Trevor’s life-saving mission.
Brittany S. Hale, Interim CEO & COO of digitalundivided stated,
As the number of women of color entrepreneurs continues to grow, we understand the value of meeting them where they are and cultivating a supportive ecosystem of partners that share an aligned vision to advance equity in the innovation space. We’re grateful to be a part of this initiative and to have resources like GumGum to help further build awareness around the work we do to champion equity and opportunity for women of color founders at all stages of their entrepreneurial journey.
Read More: VeraViews – Alkimi Join Forces to Revolutionize Digital Advertising
Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
The largest independent sell-side ad agency in the world, Magnite, established a collaboration with Mediaocean. It is a mission-critical infrastructure for omnichannel advertising to give local linear buyers direct access to streaming and CTV content. Magnite sought to offer compatibility with important members of the advertising ecosystem. It went on to say that it was crucial in a sector where cord-cutting had been picking up speed.
Mediaocean-Magnite Partnership
In accordance with the new partnership, Mediaocean’s ad infrastructure for multichannel marketing has been linked with Magnite’s sell-side streaming TV footprint. It’s a recognized plan-to-pay media management system on the market. It will further enable agency teams to work more productively with a consolidated procedure across sources and buying techniques. Utilizing user security and permissions standardizes the procedure. It also easily interfaces with partners in supply, technology, and data. It has a financial system that manages the whole client and vendor bill-pay procedure.
Local linear TV buyers can use Mediaocean’s convergent workflows to access Magnite’s entire premium CTV supply directly through sell-side advertising. Local consumers now have access to Magnite’s streaming and CTV supply, something they had not had before the recent conjunction. Magnite’s supply reaches more than 80 million CTV households in the US, or 90% of CTV viewers in the country funded by advertisements.
Read More: Magnite Launches Programmatic Offering With Samsung Ads
Adapted for linear purchasing
Local purchasers will be able to designate localized spend to Magnite within Mediaocean as part of the deal. It will reduce operational challenges for linear buying teams by enabling the smooth execution of CTV purchases with its current planning tools. Magnite is in a good position to assist local linear buyers in adapting their buying strategies to account for the ongoing shift in viewing preferences as the cord-cutting movement gains momentum. This will help ensure that they can reach their target audiences across a broad range of demographics and maximize the efficacy of their campaign.
Here’s what they said
Richard Pacheco, SVP of Strategic Partnerships at Mediaocean said,
As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem. We’re excited to give local linear TV buyers a direct avenue to the entirety of Magnite’s premium CTV supply through existing workflow in our platform.
Matt McLeggon, SVP of Advanced Solutions at Magnite commented,
The integration of Magnite’s streaming TV footprint into Mediaocean provides a fully converged workflow for local linear buyers to extend their reach into streaming. This direct line into CTV unlocks efficiencies which will allow agency partners to direct more dollars toward high quality working media, agnostic of screen. We’re excited about the impact that this partnership is already having on the fluidity of local linear media investment.
Read More: Brightcove Partners With Magnite To Boost Ad Monetization
Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category
Microsoft Advertising and Loop Media, a provider of free ad-supported TV content, have teamed together to develop a new advertising inventory for SSP collaboration. Loop Media is a provider of digital video content with over 2 billion video views every month via eateries, shops, workplaces, medical facilities, airports, clubs, and colleges. In a pioneering arrangement in the SSP format, Loop Media and Microsoft Advertising will give marketers and demand-side platforms (DSPs) fresh distribution segments from which they may access and obtain Loop Media’s promotional engagements. Digital Out of Home (DOOH) and CTV (Connected TV) are the company’s key offerings on DSPs and SSPs (supply-side platforms). All prospective buyers of DOOH marketing will have access to Loop Media through the new category CTV Out of Home that was created as a result of this agreement. Buyers wanting to investigate ads on CTV OOH service networks will be among them.
Advertisers Rejoice
Through this strategic partnership with Loop Media, Microsoft Advertising seeks to grow its advertising business. It aims to give its advertisers access to the exposure and reach of Loop Media. This cooperation will also open up fresh options for marketers to efficiently and effectively interact with their target audiences.
Advertisers will have access to cutting-edge tools with the development of this brand-new sort of advertising inventory, the CTV OOH. They will be able to effectively connect with and interact with the demographics they want. The collaboration benefits both businesses and will increase Loop Media’s visibility in the constantly changing market.
Loop Media and Microsoft Advertising have paved a revolutionary ad landscape. The launch of CTV OOH under the aegis of the SSP partnership helps advertisers to precisely accomplish their marketing objectives. It has paved the way for a promising future by increasing market potential and improving client outreach with this agreement. Loop Media and Microsoft Advertising have created a game-changing advertising landscape by working together. The roll-out of CTV OOH under the SSP partnership framework gives marketers more freedom to precisely accomplish their marketing goals.
Read More: Connected TV Explained: The Essential Glossary Of CTV
And what they said
Bob Gruters, Chief Revenue Officer for Loop Media stated,
With this new category, Loop Media may be seen and purchased by an expanded group of advertisers in the marketplace. My team and I have been working diligently to get Loop Media positioned well across all revenue advertising categories including Microsoft Advertising’s CTV Out of Home category.
Erik Zamkoff, Microsoft Advertising associate director of Marketplace Development said,
We are pleased to launch our new CTV-OOH library on the Microsoft Advertising platform which provides a path for clients to buy CTV-OOH supply in the proper context with clear labeling in our new venue category packages. We are thrilled to feature Loop CTV-OOH supply in our new venue category packages.
About Loop Media
Loop Media, INC. is a market leader in digital out-of-home (DOOH), television, and digital signage. Through its Loop TV Service, it assists businesses in optimizing campaigns on various platforms by offering free music videos, news, sports, and entertainment channels. Loop Media has a license to stream music videos to companies in the United States using its patented Loop Player. Millions of users access its digital content at DOOH locations every day across the U.S. They include office buildings, retail enterprises, bars/restaurants, university campuses, TV platforms, airports, and local gas stations. It is the most comprehensive and important inventory of short-form entertainment.
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