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State of the Screens

OpenAP and NCC Media partner to expand advanced advertising on TV

By June 26, 2019No Comments

Big news #1: NCC Media is joining OpenAP to expand advanced TV advertising.

What this means: Advertisers will now be able to use OpenAP segments and then execute locally with NCC Media.

Big news #2: Comcast, Charter, and Cox will work together to offer addressable advertising against the network’s share (88% of total) of the ad inventory.

What this means: In the short term, this appears to be a competitor to other initiatives (Project OAR, etc.).  We previously wrote about the race to offer addressable advertising to both national and local inventory.

Big news #3: Project OAR is growing with the addition of Fox and several agency partners.

The players in Project OAR:
1) AMC Networks
2) AT&T
3) CBS
4) Comcast NBCUniversal
5) Dentsu Aegis (new)
6) Discovery
7) Disney
8) Fox (new)
9) Freewheel
10) GroupM (new)
11) Havas (new)
12) Hearst
13) Horizon Media (new)
14) Inscape
15) IPG’s Magna Global (new)
16) Omnicom Media Group (new)
17) Publicis Media (new)
18) Turner
19) Xandr
20) Vizio

Reminder: It is early in the game for advanced/addressable advertising.

National TV ad spend share by targeting type according to eMarketer:
1) Age/Gender — 95%
2) Advanced TV/Audience — ≈ 3% 
3) Addressable — 2%

Adoption for addressable TV:
1) Fully using — 15%
Experimenting or not using — 85%

Adoption for advanced TV:
Fully using — 17%
Experimenting or not using — 83%

Flashback: Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market  

Comcast, Charter & Cox Want TV Industry To Unite For Addressable Ads

More #1: 
OpenAP’s New CEO: Collaboration Ain’t Easy, But The TV Industry Can Do It

More #2: Will Addressable Advertising Stave Off A Decline In Television Ad Spending?

More #3: As TV Broadcasters Make Their Pitch, Linear Is The Next Frontier

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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