As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology (ACR) is changing that.
As the digital advertising industry rallies behind efforts, TAG announces the 2017 seal recipients for TAG Anti-Fraud, Anti-Piracy and Transparency Programs. Viant is a recipient of the 2017 TAG Inventory Quality Guidelines Seal.
Viant’s CMO, Jon Schulz, discusses the top key auto shopping trends with Auto Remarketing, including who conducts research via mobile and which drivers drink Starbucks.
As advertisers yank spend from YouTube and Google Display Network due to brand safety concerns, premium publishers see an opportunity. Publishers like Time Inc. have done so by diving into ad tech itself, via acquisitions like Viant and Adelphic that make it easier to buy Time’s audience. “We offer adjacency to premium, brand-safe video programming, both on our sites and across a vetted syndication network,” said Brad Elders, EVP and CRO at Time Inc.
Demographic data has been the cornerstone of retail marketing for decades, but in order to increase advertising effectiveness and drive revenue, retailers have to consider the behavior of their consumers to drive their marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, lends his perspective on how brands can attract the biggest spending customers by going beyond demographic data.
“By further joining forces with Viant, we are helping advertisers tap into consumers that were previously difficult to target before the connection between the platforms,” stated Anne Doherty, Senior Vice President of Sales, Acxiom’s Audience Solutions division.
“We’re seeing marketers combine traditional advertising channels with smarter data for a better understanding of ROAS [return on advertising spending], and improved planning and execution for future campaigns,” Viant’s CRO, Jeff Collins, told Food Dive. “With new forms of deterministic data out there today, marketers can connect the dots to gain a more complete picture of an individual’s shopping preferences and media consumption.”
Time Inc.’s total ad revenue last year was up 3% to US$1.71 billion compared to 2015. That was despite a 10% dip in print advertising revenue for the fourth quarter of 2016. But thanks to the purchase of Viant, Time experienced a 55% growth in digital advertising revenue to over US$500 million, with US$166 million of that alone coming in the December quarter. Time said the increase was mostly driven by programmatic ad sales.
With TV ad spending totaling $70.60 billion in 2016, one of the biggest challenges facing advertisers is how to maximize the potential of their ads and get the best ROI. And with the influx of Smart TVs on the market that have this technology installed, ACR is gearing up to play a major role in driving that ROI. Viant has issued a whitepaper, An Introductory Guide to TV ACR Technology, that will help you get up to speed.
ACR stands for automatic content recognition. It’s in phone apps like Shazam that can identify any song in seconds. It can identify videos, as well, and it’s increasingly important to video marketers. To spell out why, advertising technology company Viant (which is owned by Time Inc.) has released a guide spelling out everything marketers need to know.
Which TV shows are most popular across different household incomes? And what shows prove more popular in certain income groups Business Insider partnered with Viant, a Time Inc.-owned advertising technology company, which analyzed viewing on smart TVs and cross-referenced that data with credit reporting company Experian to find the shows that indexed the highest in the following household income levels: less than $50,000; $50,000 to $75,000; $75,000 to $125,000; and more than $125,000.