VideoAmp, The Total Video platform for the TV and video ecosystem, today unveiled its newest product - Advanced Television (ATV) Ignite. ATV Ignite is a self-service, SaaS platform for TV and digital agencies that optimizes existing TV plans (including upfront commitments) as well as scatter/programmatic planning that combines traditional TV targeting with first and third party digital data. For an increasingly fragmented market in terms of viewership and content distribution, this is a critical step for TV and digital video planning and buying to become more unified and to have an effective “currency” framework. The platform also includes optimization against traditional GRP currencies, while applying digital or secondary targeting for TV buys. ATV Ignite’s capabilities and wide-ranging partnerships represent one of the industry’s most ambitious efforts to unify TV and video for marketers and their agencies.
The new ATV Ignite advertising platform was on full display at the VideoAmp booth number CS10 in C Space in ARIA at CES Tech South at the 2017 Consumer Electronics Show.
VideoAmp’s ATV Ignite empowers advertisers to look at upfront TV plans against TV currencies, digital, and first party audiences segments, matching audiences across devices and measuring channel/programmer audience concentration, thus creating the industry’s first and true cross-screen TV and video planning platform. VideoAmp’s ATV Ignite launch partners include, comScore, Neustar, LiveRamp, and NinthDecimal.
ATV Ignite joins the already in market VideoAmp cross screen DSP and proprietary user graph, thus uniting traditional TV planning with digital data and support for traditional and advanced measurement currencies. TV planning and buying can now be done in a similar fashion to digital, giving new tools and flexibility to marketers.
The goal of bridging TV viewership to the digital world has been quite difficult as the data sets come from different places and aren’t suited to audience targeting for video advertising campaigns across different screens, along with the ability for audience buying by segments. VideoAmp was able to integrate its proprietary user graph with comScore’s TV Essentials clustered TV viewership file to create the foundation for this indexing product. With ATV Ignite, it’s now possible to get an index of concentrated TV viewership at the channel- and daypart-level across all 212 U.S. DMAs, against a digital audience segment.
Much of the excitement around programmatic TV or advanced TV advertising centers around the ability to go far beyond age and gender, or basic demographic information such as presence of children or household income. That has been difficult until now, as most targeting options were standardized or based on panel based rankers.
ATV Ignite will now allow for an advertisers first party data to be activated via partners like LiveRamp and Neustar to be used in TV planning and buying. Thus, an advertiser can create a specific TV plan for existing customers and focus the creative around retention or suppress an existing customer base and focus on customer acquisition.
Advertising agencies and markets who use ATV Ignite will be able to select first party audience segments, or from a pool of segments from the partners listed above, and in just a few minutes get an actual TV plan that has all the important elements forecasted in real time, that includes index concentration against that digital segment across local broadcast, national cable, or when possible more addressable inventory.
“Through this partnership, clients now have the capability to engage TV audiences at a people-based level that was previously not possible. Using LiveRamp IdentityLink and ATV Ignite, marketers can leverage first-party CRM data and third-party data, resolve that data to the individual level, and utilize it to provide more personalized and compelling TV experiences,” said Travis May, President, LiveRamp.
An example could be that a regional auto advertiser could select a NinthDecimal segment that has an audience of people who have been to an auto dealership in specific DMA’s over the last 90 days, and now see what TV shows, channels, and dayparts they should buy in local broadcast to best reach that precise audience.
ATV Ignite will also calculate these plans against GRPs as a benchmark, thus an advertiser could how their custom audience leveraging digital data compares to a traditional measurement.
Even with all the rapid advancement to new delivery methods such as OTT and skinny bundles, the largest portion of any advertising budget is upfront TV. This being the largest and most critical component of a brand campaign is now able to be optimized with more precision across TV formats. ATV Ignite will allow agency clients to upload an existing TV plan from traditional workflow and planning systems. They will then be able to select first party or trusted third party segments and optimize a schedule, while forecasting against GRPs, eCPMs, or even digital conversion data.
This represents an innovation leap in how agencies can manage large budgets on behalf of complex advertising clients while still preserving the important element of securing access and price efficiencies via upfront negotiations. Most upfront deals today contain linear TV, VOD, and digital inventory as a part of fluidity budgets, ATV Ignite offers a more uniform way to allocate these budgets.
When an advertiser would like to create, a data-driven plan leveraging ATV Ignite, it’s critical that there is scale of quality inventory that is able to be matched up against the data, and that certain buying processes are automated. To that extent, the initial partnerships are with clypd and WideOrbit.
Through its integrations with clypd's platform, ATV Ignite will be able to access clypd's toolset for audience-driven TV advertising, automating directly negotiated television deals with leading national broadcasters and networks.
"As the de-facto platform for advanced audience ad sales within TV media companies, clypd appreciates the need to connect marketing investments with premium television media inventory," said Doug Hurd, Co-Founder and EVP of Business Development at clypd. "By integrating with clypd, VideoAmp's clients are now able to leverage the ATV feature set against linear TV, fulfilling the promise to bring data-driven advertising across all screens. "