Political advertising has always evolved alongside media consumption. But the shift from linear television to streaming has introduced challenges that campaign managers are still working to navigate. While connected TV (CTV) promises precision and flexibility, the reality facing political advertisers today is far more complex and less standardized.
TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.
Ampersand – a local TV sales consortium co-owned by cable companies Comcast, Charter and Cox – rolled out new audience segments for brands to target sports fans based on the type of sports they enjoy watching.
Privacy and measurement were overarching themes of CES. Not to say that the two don’t overlap.
Addressable TV has a bunch of kinks to work out before buyers can take full advantage. Ampersand announced a new function within its buy-side TV platform to automate addressable campaign planning and reporting so buyers can reach their audiences across Ampersand’s distribution footprint quicker and more accurately.
Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.
Ampersand released a self-service option for TV marketers to monitor incremental reach across multiple screens. The capability was already available as a managed service, but advertisers have been demanding more control and transparency over the buying process, said Andrew Matero, Ampersand’s VP of platform – and effective incremental reach calls for considering much more than just streaming.
Convergent TV isn’t just about marrying linear and streaming. Linear has its own fragmentation challenges, from local and national addressable to broadcast and cable. Ampersand is on a mission to patch the holes by corralling as much TV inventory as possible because “making a delineation between linear addressable and streaming is doing our industry a disservice,” said CEO Nicolle Pangis.
