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AOL launches self-serve programmatic TV buying
MUMBAI: Ahead of the 2016 TV Upfronts in the US, AOL has announced the launch of self-serve programmatic TV buying. The aim is to give marketers a clearer view of valuable audience buying opportunities, and to better plan, purchase and measure their TV ad investments. This self-serve module extends AOL’s ONE by AOL: TV managed module.
“We are bringing a game-changing opportunity to our linear TV buyer and seller partners that will transform the way TV media is valued, bought, and sold. Traditionally, TV has been purchased in silos and with broad demographics that lack the necessary targeting to drive deep relevancy. Today, we are maximizing the power of AOL’s patented first-party predictive targeting tools and putting insights and analytics directly in the hands of our buyers. Coupled with our end-to-end ONE by AOL platform, we are now able to offer advertisers a more holistic approach to campaigns across TV, mobile, and video,” said AOL senior VP, Programmatic TV Dan Ackerman.
The self-serve programmatic TV buying module is available for buyers and for broadcast and cable TV network partners. Linear TV inventory will be available for self-serve planning and purchasing in the third quarter in new fall TV programming.
AOL’s self-serve programmatic TV buying leverages rich advertiser first-party data, third-party audience data, and a proven, patented TV viewership scoring metric to deliver media plans across national broadcast and cable TV network partner inventory. Advertisers can execute against the media plan directly through the module, and gain distinct insights into campaign impact through comprehensive attribution spanning linear TV, mobile, and digital investments.
As part of the One by AOL platform, AOL’s new self-serve programmatic TV buying offers a powerful approach to activating data and technology for improved TV ad performance and ROI.
- Transparency and control: Advertisers buying linear TV through AOL’s self-serve module can select audience targets, establish KPIs, set campaign parameters, and then plan, purchase, and measure campaign performance with complete inventory and pricing transparency.
- Automation: The module’s automated data exchange negates time restrictions on campaign planning and purchasing, which reduces time to market and increases workflow efficiency.
- Rich data: Self-serve programmatic TV buying campaigns leverage AOL’s patented first-party predictive targeting tools and advanced third-party TV targeting segments.
- Premium inventory: Through partnerships with national broadcast & cable networks, premium inventory will be available for self-serve programmatic planning and buying in Q3 with new fall TV programming.
- Holistic measurement: As part of the ONE by AOL: TV module, campaigns run through self-serve buying receive comprehensive reporting, including analytics on the connection between TV ad airings and spikes in mobile, tablet, and desktop website visits; telephone response; and full-stack multi-touch attribution across TV, mobile, and video campaigns through Convertro.
Omnicom Media Group is the One by AOL: TV self-serve module exclusive agency launch partner, and will begin testing on the new platform on behalf of their world-class brand clients.
“This provides our clients the opportunity to begin to realize the benefits of advanced targeting in linear TV. It is a critical first step in our journey towards programmatic and, ultimately, household level addressability at scale in TV” said Omnicom Media Group North America Investment CEO John Swift.
The machine-to-machine model of TV buying was proven by AOL in Australia with the launch of a programmatic private marketplace for TV in June 2015, a milestone for the global media industry. This announcement is the expansion of that initiative into the largest television advertising market in the world, allowing US advertisers to harness data and automation to drive investments across upfront, scatter market, and programmatic channels.