How LG Works Advertising Into Smart TVs

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Thanks to its smart TVs, LG Electronics controls a channel that can bring the granularity of digital advertising into the world of connected TV. But LG is a consumer electronics manufacturer, not an advertising company, and in recent years it has learned how to accommodate a new business practice. Its first foray into ad monetizationContinue reading »

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The Trade Desk Rolls Out Connected TV Targeting And Attribution

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Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increasedContinue reading »

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Roku’s Ads-Driven Platform Business Accounts For 41% Of Revenue – And It’s Angling For More

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Although Roku’s device sales make up 59% of its revenue, the growth of the segment is declining as Google, Amazon, Apple and other competitors push for more market share. However, its platform business, which consists of ads and subscription revenue, has expanded rapidly and now represents 41% of Roku’s total revenue. Advertising accounted for 67%Continue reading »

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Can The Opt-Out Move More Ad Budgets To OTT? Videology And Tru Optik Bet It Will

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Ad buyers decry the absence of addressability in OTT inventory, which they claim lacks the targeting and measurement capabilities to which digital buyers are accustomed. But an integration between Videology’s cross-screen video platform and Tru Optik’s CTV device graph, revealed Wednesday, aims to bring more addressability to OTT advertisers – at scale. Previously, Videology would targetContinue reading »

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Buyers Run Into Roadblocks In OTT Trackability

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OTT is a catch-22 for advertisers. While it reaches the cord cutters traditional TV advertisers want to target, that audience is still difficult to track in an OTT environment. Although the channel is capturing more attention (and dollars) from the traditional TV camp, digital buyers say connected TV needs to address the issue of identityContinue reading »

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VC Video Investments Go Over The Top

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Although early video investments (and acquisitions) were focused on the desktop, a new influx of funding is pivoting to channels like over-the-top TV. In the span of three months, more than $150 million in VC funding has been injected into startups capitalizing on the demand for new video content – and addressing the challenges ofContinue reading »

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How Targeted (And Measurable) Is Over-The-Top TV?

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Despite the perception that over-the-top TV (OTT) supports digital ad-buying tactics – like dynamic insertion and targeting at scale – buying connected TV is still a largely manual process. “Everything we do right now is I/O-direct with publishers,” said Seth Walters, senior partner for interactive and connected TV (CTV) for WPP’s advanced TV agency, ModiContinue reading »

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Is Invalid Traffic Really A Problem In OTT?

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Over-the-top (OTT) television is at an inflection point. While it’s a promising way for media owners to capitalize on changing consumer consumption habits – the number of connected TV users totaled 181.8 million viewers in 2016, a 20% year-over-year increase, according to eMarketer – with reward comes risk. OTT’s lucrative CPMs could also attract badContinue reading »

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As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

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Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”Continue reading »

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