Ott programmatic

January 31, 2019 4 minutes read You have choices. When it comes to allocating an ad-spend budget, it’s tough to know where to invest your dollars. You know video consumption is on the rise and your ads should get in front of those viewers, but where? Television advertising has been a mainstay for years, but with the current shift in viewership to online-connected devices, programmatic over-the-top (OTT) ads are dominating the media buying landscape. How Traditional Advertising WOrksWhen video ads first launched, advertisers flocked to fill the spaces between over-the-air programming. It was a 1:1 transaction. The television station or network had air time to sell, and businesses bought the spots.Getting brand messaging out to whoever was watching was the primary goal, with the hope of sales to follow. Although this approach reaches the masses, there’s a more efficient, focused, and measurable way to target consumers.How OTT Advertising WOrksAs advertising budgets shift to internet-connected devices, layers of checks and balances ensure that messaging is aired at opportune moments when your ideal consumer is watching to maximize targeted audience reach. Thanks to data collection that yields detailed user demographics, relevant audience segments, consumer interest categories, and newer technology, ads can be placed programmatically based on real-time bidding to reach a target audience.And did we mention all of this information is trackable? We shift our course of direction on the fly to target consumers amid behavioral changes, across all OTT-capable devices.Benefits of Choosing OTT Advertising Over TraditionalLet’s dig a little deeper into what this means for media planners, buyers, agencies, and businesses with in-house ad executives. Choosing OTT advertising means taking control of whom you target, when you spend, and knowing how your efforts perform.OTT Targeting CapabilitiesTelevision advertising goes out to whoever presses the TV power button. When it comes to programmatic OTT advertising, every impression you buy is directed to relevant audience segments. Instead of casting a wide net, your budget is laser-focused.How? We listen to online cues to create a level of personalization that’s unmatched by any other advertising technique. The days of targeting only by gender, location, and age

Platforms is distinct from that of live TV. Advertisers can now instantly set up, configure, and manage their CTV and OTT ad campaigns on a single platform. The following options deliver a plethora of opportunities:SmartyAdsSmartyAds is a global developer of omnichannel advertising solutions that built an entire infrastructure of programmatic platforms — DSP, SSP, Ad exchange, and White label (DSP, SSP+Ad Exchange) for enterprises.SmartyAds DSP supports programmatic CTV, mobile web, mobile app, desktop, audio, and even DOOH campaigns. The media buying on this platform is streamlined with proprietary optimization algorithms that decrease CPM, boost click-through rates, and let advertisers win the best impressions that suit their quality criteria.Features:Premium inventory. With proprietary SSP in the SmartyAds infrastructure, SmartyAds can provide advertisers with the best impressions placed in the premium content (supply is represented by direct supply and RTB).Lots of ad formats. SmartyAds offers a plethora of formats for connected television that perfectly suit the right type of screen or television set.Strong targeting options. Target audience on TV according to geolocation, time of the day, age, language, service type, OS, and many other criteria.Ongoing optimization. Media buyers can analyze their performance with real-time analytics. CTR booster, CPM optimization, creative resize, and other innovative features ensure much better video completion rates as well as smaller spending and greater performance.MediaMathMediaMath is a known OTT advertising platform that offers a variety of options for advertisers to promote their products or services on both OTT and CTV mediums.The company was founded in 2007 in New York, and now it has an extensive network of ad servers in different locations. MediaMath provides an omnichannel approach, which means more opportunities to advertise with mobile video, desktop campaigns, native ads, and more.Features:Various ad formats. The ad formats come in different sizes and resolutions that perfectly fit each type of

Currently live in 10+ global markets, this is the first fully auditable programmatic premium supply marketplaceSpotX tapped as a preferred programmatic video exchange partnerNew York (October 22, 2020) — GroupM, WPP’s media investment group, today announced that it has expanded its global Premium Supply offering with video in the U.S. Currently, live in more than 10 global markets, GroupM Premium Supply (GPS) was launched in 2017 as the first fully auditable programmatic premium supply marketplace allowing end to end visibility on all buys. In expanding the offering to video, GroupM has tapped SpotX as its preferred programmatic video exchange partner.GPS directly connects GroupM clients to high-quality publishers to support programmatic buying objectives and mitigates the risk of the 15% unknown delta detailed in May’s U.K. ISBA study.In addition to end-to-end visibility on all buys, these partnerships ensure GroupM delivers for clients’ programmatic campaigns into engaging, effective, brand-safe environments while providing advantageous pricing, reduced transactional technology costs, and operational simplicity for their trading teams across multiple DSPs.The GPS expansion into video with SpotX will see them develop unique programmatic solutions for GroupM clients to streamline the ad planning, buying, decisioning, and optimization processes. With nearly all major ad-supported providers of OTT video working with SpotX, the partnership will enable GroupM to provide its clients with direct access to premium publisher inventory beyond linear television, thereby complementing traditional TV media buys.“GroupM Premium Supply allows clients to leverage our scale in a biddable environment while, at the same time, ensuring they’re accessing only the best possible publisher inventory in each market. This is exactly what the industry has been calling out for,” said Andrew Meaden, GroupM Global Head of Investment Strategy. Esra Bacher, GroupM’s managing partner, and programmatic investment lead adds: “As viewership dramatically increases in streaming video, we have chosen to partner with SpotX due to their strong relationships with the supply-side of the video ecosystem. We’re excited to continue our great work with them moving forward.”The GroupM-SpotX agreement is part of a growing industry trend around supply-path optimization (SPO) in which media owners and buyers are leaning into deeper relationships with