Parent Category:News | 24-09-2013
Aiming to combine the reach of traditional TV advertising with the audience targeting capabilities of digital video across screens, Adap.tv has unveiled Audience Anywhere.
Part of Pathway, Adap.tv’s technology platform that is said to process over ten billion multiscreen video advertising opportunities every month, Audience Anywhere comprises a set of tools designed to empower video publishers and advertisers to reach, engage, measure and monetise audiences across linear television, digital, mobile and other connected screens.
Explaining the rationale for its launch, the advertising platform provider quotes Nielsen research calculating that nearly two-fifths of video viewers in the US are light or non-TV viewers, a trend it says has made the task of aggregating audiences across TV, digital and mobile screens exponentially complex for buyers and sellers of video. Moreover, the company’s own recent Q1 2013 State of Video report found that two-thirds of video marketers view digitally-delivered video as a direct complement to linear TV.
To tap into this, Audience Anywhere provides automated tools that activate data from a host of third-party partners, marrying traditional TV demographics with business targets, to plan, execute, optimise and measure video advertising across video channels.
“TV consumption has never been higher, yet being able to find, package and measure those audiences at scale has never been harder. Marketers and publishers need a simple way to be able to transact with one another without requiring disparate technologies getting in the way,” explained Adap.tv president Toby Gabriner. “Pathway’s Audience Anywhere brings the power of programmatic to all screens, enabling buyers and sellers to unlock the true value of video, whether it’s watched in the traditional TV environment or on connected devices.”
Already, current Adap.tv partner MAGNA GLOBAL has announced that it will use Audience Anywhere to measure and optimise business metrics across screens, including TV, tablet, mobile and online. “We are committed to capitalising on automation to expand our ability to deliver more meaningful results for our clients,” said Kristi Argyilan, president, MAGNA North America. “By partnering with Adap.tv, we are able to deploy uniquely targeted, optimised and measured campaigns across multiple screens at scale. We are very excited about the step forward this sort of platform represents for media buying overall.”