IPG’s MAGNA GLOBAL first to run digital and linear TV ad campaigns using Adap.tv’s programmatic technology
Adap.tv, a division of AOL Networks and the technology partner for the world’s largest video advertising buyers and sellers, today announced the availability of linear TV through its programmatic buying platform, Audience Path. The move provides buyers of video ads the best of both the TV and digital worlds – the ability to transact against traditional age/sex demographics, while automatically optimising ad spend using customised, more precise audience segments.
MAGNA GLOBAL, the investment and intelligence unit of IPG Mediabrands, has already run digital and TV campaigns through Audience Path and has integrated its proprietary data stack, AMP, with the Audience Path platform, to deliver highly targeted audiences with greater efficiency and improved results for their clients.
“The power of programmatic lies in its ability to break through the online and offline silos that have been created, and still exist, in video, as well as greatly increasing the value of our clients’ investments across all screens in the process. The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods,” said Kristi Argyilan, President, North America of MAGNA GLOBAL. “Adap.tv has been squarely focused on this from the beginning; the news today is recognition of the technology and talent they have committed to delivering the absolute best experience and value for marketers and viewers alike, across all video screens, including TV.”
Linear TV ad campaigns that run through Audience Path are automated to optimise based on advertisers’ key performance indicators, maximizing the value of the investment and delivering much more relevant video ads to viewers. Linear TV campaigns air in the Adap.tv Marketplace, with potential reach to more than 90 million US TV households across nearly 100 cable networks.
Video buyers are now able to use a single technology platform to activate first- and third-party data and target relevant video ads to viewers across digital, mobile and linear TV environments. Audience Path for TV combines the best of Nielsen’s panel-based audience measurement, Rentrak’s set-top-box viewing data and consumer purchase behaviour data to target audiences far beyond traditional TV age and gender demographics.
“While television continues to garner the lion’s share of video advertising revenue, advertisers and agencies are thinking and re-architecting their organisations for increasingly cross-screen transactions, driven by the fragmented viewing patterns of consumers,” said Dan Ackerman, Senior Vice President of Programmatic TV at Adap.tv. “The expansion of our programmatic technology platform to include TV is the realisation of just that, providing buyers with a single platform to plan, execute, optimise and report on their investments in video across every screen.”
MAGNA GLOBAL estimates that nearly 70% of IP-delivered video will be transacted programmatically by 2017, with a growing share of mobile and linear TV advertising adopting that method to maximise the value of ad spend across screens.
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Adap.tv, a division of AOL Networks, is transforming the way video advertising is bought and sold. Adap.tv's video intelligence platform, Pathway, helps many of the world's largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan, Singapore and the UK.
For more information, please visit adap.tv, or follow Adap.tv on Twitter @Adaptv, Facebook at facebook.com/adaptv and LinkedIn at linkedin.com/company/adap-tv