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State of the Screens

TV Networks Form New Consortium to Advance Targeted Advertising

By March 21, 2019No Comments
Frenemies: Top players in the TV advertising space are coming together around an open standard for addressable advertising set to launch in early 2020.

Why this is necessary: TV networks (national) currently have to work with pay-TV providers to identify users through subscriber data. To make matters worse, this is a fractured process with no standard between pay-TV providers.

How it will work: Inscape will develop the watermarking standard to help TV networks send targeted ads to smart TVs. The standard will be open and available to other smart TV manufacturers such as Samsung and LG.

Quote from Jodie McAfee — SVP, Sales + Marketing @ Inscape:
“The only way this really works is if there is a direct relationship between the publishers and OEMs [original equipment manufacturers],”

The players in Project OAR:
1) AMC Networks
2) AT&T
3) CBS
4) Comcast NBCUniversal
5) Discovery
6) Disney
7) Freewheel
8) Hearst
9) Inscape
10) Turner
11) Xandr
12) Vizio

Two benefits for national networks: Provide them with a way to offer addressable advertising during their share of the ad minutes without having to work with a pay-TV provider.

Ad minutes per hour (% of total):
1)
National — 14 (87%)
2) Local — 2 (13%)

Something cool that you may have missed: Comcast released a white paper titled The New TV that breaks down the video ad ecosystem in relation to the viewer.

More #1: Disney, NBCU, Turner, CBS and More Join Vizio-Led Addressable TV Advertising Consortium

More #2: Taking A Bite Out Of Data Confusion At RampUp

More #3: With AT&T Breathing Down Its Neck, Comcast Looks To Acquire Ad Tech

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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