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Xandr’s Lauren Wiseman Explains Programmatic’s Role in CTV Advertising
Xandr’s VP, OTT and Programmer Partnerships Lauren Wiseman explains where programmatic fits into connected TV advertising in a 10-minute interview below. Lauren discusses how programmatic in part helps linear TV buyers automate their buying and bring their own data, while for digital video apps programmatic has allowed them to jumpstart their revenue without having their own direct sales teams.
Lauren sees programmatic happening more in deals based environments rather than in open market which is common in display advertising, with control being the primary benefit for both sellers and buyers. She explains transaction models in detail and what challenges remain for programmatic to play a bigger part in CTV.
Hear more from Lauren at VideoNuze’s CTV Ad Summit virtual on June 9th and 10th, on the session “Programmatic’s Role in CTV Advertising” with Philo and DoubleVerify. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.Categories: Advertising, Programmatic
Topics: Connected TV Advertising Summit 2021, Xandr
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Programmatic CTV: The Rocket Ship Giving New Momentum to The Advertising Industry in 2021
Thursday, February 18, 2021, 10:58 AM ETPosted by:As we begin to wrap up the first quarter of 2021, it is clear that the industry’s relationship with CTV will continue to challenge advertisers as they look to capture viewers across screens and keep pace with cord-cutters. In addition to a few wishes that we spend less time in the coming year in virtual meetings and more time together in-person and that we can gather safely for the industry events that help us grow relationships, I also have a few wishes and predictions for the programmatic CTV rocket ship, a bright spot in 2020 and a continued area of momentum for the advertising industry in the year to come.
Categories: Advertising, Programmatic
Topics: Xandr
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Why Connected TVs Will Shift More Ad Spending [VIDEOS]
At the recent 9th annual VideoNuze Video Ad Summit, connected TV was a major focus throughout the day. In a presentation, Telaria CEO Mark Zagorski shared research illustrating how connected TV enable customized ad experiences that are more enjoyable, especially for younger viewers, better conversion than social and higher purchase intent than linear TV. With 30% of U.S. households not reachable by linear TV, forecast to jump to 50%, Mark makes a persuasive argument about CTVs’ important role.
A related after lunch session, “Connected TVs Take Center Stage: What Does It All Mean?” delved even deeper. The session included Christina Beaumier (VP, Product, TV Platform, Xandr), Alison Levin (VP, Global Ad Sales and Marketplace, Roku), Harold Morgenstern (SVP, National Advertising Sales, Pluto TV) and Ken Ripley (VP, Sales, Newsy) with Howard Homonoff (Principal, Homonoff Media Group) moderating.
Alison noted that 30% of viewers’ time spent is now spent with CTVs, but only 3% of ad budget are. So there’s a lot of room for budgets to shift. Ken, Harold and Christina explained how today’s media plans must include CTV to be complete, especially given viewership fragmentation. They also discuss the value of brands, discoverability, data, a unified currency, attribution and more.Categories: Advertising, Devices
Topics: Newsy, Pluto.tv, Roku, Telaria, Xandr
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