Innovation will be integrated ONE by AOL and turns TV into a much more targetable, predictable marketing channel through patented tRatio metric
IPG Mediabrands supports key advancement in programmatic TV as global agency closes in on automation goal
NEW YORK – AOL Platforms announced the availability of an industry-first end-to-end TV targeting and analytics technology, which provides advertisers and agencies with a deeper understanding of their TV media investments as well as a more predictable, targeted and efficient way to reach their desired customers through TV.
“Television is the next frontier of the digital revolution – programmatic, which has greatly matured past its real-time bidding roots, is spurring on this shift and offering greater intelligence about and visibility into the massive audiences that TV continues to attract”
The announcement was made at AOL’s second annual Programmatic Upfront where brands and agencies came together to discuss the power of one unified platform with data at its core, and the convergence of digital and linear TV.
Marketers can now seamlessly use their own first-party data for targeting, planning, optimization, measurement and attribution across all TV media environments: upfront, scatter market, and programmatic channels.
Through a proprietary viewership scoring metric, tRatio, the platform identifies how precisely targeted each network, daypart and program is to the marketer’s customer target using a multidimensional comparison across hundreds of psychographic, purchase behavior and interest attributes, and predicts consumer responsiveness.
The linear TV platform creates sophisticated, privacy-compliant anonymized customer profiles from advertisers’ first-party data and then automatically compares those profiles to audience profiles of over 400,000 distinct TV program airings across the entire media landscape.
“Television is the next frontier of the digital revolution – programmatic, which has greatly matured past its real-time bidding roots, is spurring on this shift and offering greater intelligence about and visibility into the massive audiences that TV continues to attract,” said Dan Ackerman, Head of Programmatic TV at AOL Platforms. “Marketers are now able to unify and synthesize data, use it to more precisely target advertising against TV media, and increase the value of their TV investments.”
“AOL Platforms has been a key technology partner for IPG in driving greater value for our world-class clients as we continue towards our goal of automating 50 percent of ad spend by next year,” said Matt Seiler, Global CEO of IPG Mediabrands. “Linear TV is an integral part of that goal, and the integration of advanced TV targeting and analytics within their technology stack brings an unprecedented level of understanding in the value of media investments.”
The television targeting and analytics technology and tRatio are patented (US 8,627,359) and power the predictive, data-driven insights only AOL Platforms can provide into TV media. Further, AOL Platforms’ commitment to open architecture allows for data portability, or the ability for marketers to export data on recommended TV media buys to other existing TV buying platforms.
The linear television solution will be integrated into ONE by AOL, the first platform that empowers brands and agencies with a holistic view of the consumer’s journey through the marketing funnel, and makes that insight actionable, in real-time.
According to the US State of Video report published in September 2014, more than 40 percent of brand advertisers and nearly one-quarter of ad agencies have already adopted data-driven methods for TV ad buying. Read the full 2014 State of Video Industry report at: http://www.aolplatforms.com/US_SOI2014_Report.
About AOL Platforms
AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.
For more information about ONE by AOL, please visit www.aolplatforms.com/one.