UK commercial public service broadcaster Channel 4 has unveiled an interactive VoD format that enables advertisers to incorporate the individual names of viewers of its All 4 catch-up service into the audio of their adverts for the first time. Using first-party data from Channel 4’s 15 million strong registered viewer database, launch partners Foster’s, 20th […]
Addressable TV advertising has doubled in the past year, according to various industry sources, thanks in large part to an influx of advertisers that are placing targeted ads for brand awareness as much as for sales promotion – the value most readily ascribed to the medium. And now they want more. A study by Advertiser […]
Keepixo, a provider of software-based head-end solutions for IPTV and OTT, and Yospace, a provider of Dynamic Ad Insertion solutions, have announced their systems have been pre-integrated to offer a full end-to-end monetisation solution for live TV channels when viewed online. “Now that OTT services are becoming widely deployed, broadcasters and operators are looking for […]
Global performance management company Nielsen has been named to Google’s Marketing Mix Model Partner programme. As a preferred partner, this programme enables Nielsen to collect Google advertising impression and spend data directly from Google in a standardised, granular and accurate way. Collectively, this
TV advertising still generates $175bn worldwide and fuels many FTA networks. Now the oldest form of TV revenue is needed to monetize the OTT services of broadcasters and pay-TV operators. The audience is, by its very nature, fragmented but the data generated by OTT should provide the information to target ads right down to individuals. […]
Parks Associates has released digital media research at the TV Connect Show in London showing that 59 per cent of pay-TV subscribers in US broadband households are bothered by the fact that advertisers use their personal viewing data to push personalised ads to them. The International research firm also
Fox Networks Group, Turner, and Viacom have unveiled OpenAP, an Advanced Audience Platform for TV. Founded by a consortium of television publishers and operated by a leading, neutral third-party auditor, OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent measurement. Additional information about OpenAP will be provided at an event […]
BrightLine, a specialist in advanced TV advertising, has selected the Nielsen Data Management Platform (DMP), a core Nielsen Marketing Cloud application, to enable marketers to deliver personalised TV advertisements to millions of US households. Using Nielsen Marketing Cloud capabilities, BrightLine will enable marketers to dynamically personalise their advertising across OTT TV content delivery platforms including […]
STV Player has announced it is the first UK broadcaster globally to provide fully targetable Dynamic Ad Insertion (DAI) in live streaming on Amazon Fire TV. The service is powered by Yospace, whose server-side DAI platform allows advertising to be replaced in a way that is consistent with the viewing experience expected of broadcast television. […]
Audience measurement and data management platform Tru Optik, built for OTT TV, is expanding its capabilities through a partnership with global research agency Kantar Millward Brown, which specialises in ad effectiveness and media research. The partnership will enable advertisers to attribute brand sales to OTT ad campaigns through Tru Optik’s recently-released OTT Marketing Cloud. Cross-device […]