VideoAmp Launches Advanced TV Ad-Buying Platform
- by Philip Rosenstein , August 18, 2016
VideoAmp, the cross-screen video optimization platform, has launched an Advanced Television platform (ATV) aimed at combining the reach of cable TV with the targeting capabilities of digital video. ATV automates the use of data in the purchase and measurement of video advertising campaigns across on-demand and linear TV channels.
The Software-as-a Service (SaaS) offering was designed as a self-serve platform ready to be used in-house by programmatic TV and digital video buyers.
ATV optimizes audience segments to ensure consumers are found across the range of devices and services used to watch TV and video. “The practice of looking at TV and video as separate media vehicles is giving way to business models that place value on audience, wherever those audiences exist,” stated Randy Cooke, VP of programmatic TV at SpotX.
“The audience targeting available in VideoAmp offers media buyers scale, precision and targeting on cross-screen campaigns,” stated Ross McCray, co-founder and CEO of VideoAmp. “Advertisers will have the tools to access and evaluate inventory on emerging delivery formats including OTT and premium local broadcast TV inventory.”
As we see growth in OTT and premium TV Everywhere inventory, consumers using those services are increasingly desirable as the contingent of cord-cutters grows and new products serving live and on-demand TV become more mainstream. The FreeWheel Video Monetization Report saw a 62% year-over-year growth in OTT ad views.
What is the data source for audience definition and how is proof of audience delivery provided?
After seeing what they display on their website, Dorothy, I'm not sure that they have gotten that far along yet. It looks like a local market programmatic buying platform of sorts but where the advertiser get's the data is probably up to the advertiser not the platform. Then, again, maybe there's more to this than meets the eye. Perhaps some clarification abdout data sources, targeting methods and comparability definitions as well as calculating reach, accounting for variations in ad exposure and impact across screens, CPMs etc. will be forthcoming.