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»programmatic TV

No Spray-And-Pray: WD-40’s CTV Campaign Reaches Younger "Doers"

Linear TV may provide massive reach, but WD-40 had a particular audience in mind for its most recent campaign: a subset of millennial workers with jobs in hands-on industries. And so WD-40 turned to connected TV, focusing on a branding message celebrating “doers.” Executing its branding campaign programmatically allowed WD-40 to target that high-level message... Continue reading »
by Sarah Sluis // July 22nd, 2019 //
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Adobe Hooks Into More TV Inventory As Addressability Slowly Coalesces

Despite the massive steps the ad industry has made in figuring out addressable TV just this year, advancement comes not from stunning breakthroughs, but simply from attaching a few additional pipes and freeing a new trickle of inventory or data. On Thursday, Adobe Advertising Cloud TV soldered together a few more of those connections by... Continue reading »
by Ryan Joe // September 28th, 2018 //
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Schlage Opens The Door To Programmatic TV

Door hardware maker Schlage was spending seven figures on linear TV advertising. While the brand still wanted to take advantage of TV’s mass reach, it wanted better targeting, measurement and optimization. So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. “They... Continue reading »
by Alison Weissbrot // June 14th, 2018 //
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Automation Helps Niche TV Network Reelz Navigate The Cross-Screen Ecosystem

Reelz, an independent cable and satellite TV network, combines technology and direct sales to compete with larger media conglomerates. Although Reelz has added more than 75 new advertisers in the last two years, competition is steep with a sea of brands such as E!, Entertainment Tonight and TMZ dominating the celebrity and entertainment category. But... Continue reading »
by Kelly Liyakasa // January 18th, 2018 //
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Fox TV Stations Take Linear Programmatic For A Test Drive

Fox Television Stations, a network broadcast group which owns 28 local TV stations in 17 markets, revealed Wednesday it’s adding more automation to its linear TV inventory through a partnership with WideOrbit. Fox Television Stations first dipped its toes in programmatic in 2014 when it struck a private marketplace deal with Facebook’s LiveRail for cross-platform... Continue reading »
by Kelly Liyakasa // July 27th, 2017 //
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Google To Support Addressable And Linear TV Ad Buys On DBM

Google is adding advanced TV buying capabilities to its demand-side platform, DoubleClick Bid Manager (DBM). For the first time, Google will connect its ad tech to addressable TV inventory through its broadband and TV service, Google Fiber. Google will also support local market TV buys in DBM through a partnership with WideOrbit, as well as... Continue reading »
by Kelly Liyakasa // April 24th, 2017 //
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Sky Media’s Digital And Programmatic Efforts Take Flight

British broadcasting and telecom giant Sky is building for a future where digital and programmatic TV play on the same court. To do so, Sky, amid a $14.1 billion takeover by Twenty-First Century Fox, is investing in new media opportunities and ramping up on ad tech. To boost its presence on Facebook and YouTube, Sky just acquired... Continue reading »
by Kelly Liyakasa // April 12th, 2017 //
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NBCUniversal Will Make $1 Billion In Audience Guarantees This Upfront Season

  NBC is putting its money where its mouth is. The broadcaster on Thursday revealed it would commit to sell $1 billion in targeted media based on audience guarantees in time for the 2017-2018 upfront. Although that figure only represents about 17% of the estimated $6 billion NBC transacted through advance commitments last year, it’s... Continue reading »
by Kelly Liyakasa // March 2nd, 2017 //
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TurboTax Bridges The Divide Between Brand And Digital

Intuit’s TurboTax is one of the rare companies that blends its more traditional brand marketing investments in TV with digital and performance. This strategy, which happens at both the organizational and budget level, is intentional. “You’re consuming brand messages on television while surfing the internet on your phone or scrolling through Facebook,” said Cathleen Ryan,... Continue reading »
by Kelly Liyakasa // January 19th, 2017 //
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How Addressable TV Has Evolved, And Where It Will Go In 2017

Addressable TV significantly expanded in 2016, both in terms of ad spend and the total size of the addressable market. In 2015, addressable TV ad spend reached $400 million in the US and grew to $890 million in 2016, according to eMarketer. That’s quadruple the spend flowing into the marketplace in 2014. Last year, more... Continue reading »
by Kelly Liyakasa // January 3rd, 2017 //
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