Amobee Unveils CTV Allocator, a Dramatic Enhancement to its Linear TV-Informed Planning and Portfolio Optimization Solution, Purpose-Built to Unify Premium Direct and Programmatic Connected TV Audiences
Amobee, the global advertising technology company reinventing advertising for the converging world, today unveiled CTV Allocator, a significant enhancement to its industry-leading portfolio optimization solution for predicting and planning advertisers' most premium and high impact TV, connected TV (CTV) and digital video investments.
First of its kind, Amobee's (News - Alert) CTV Allocator forecasts incremental reach to a linear TV schedule across the ecosystem's largest CTV supply space, providing buyers with the flexibility to combine negotiated Upfront and Newfront direct buys with programmatic deals to allocate CTV holistically in a unified plan.
"Given how Covid-19 has accelerated the shift towards streaming content at home, premium CTV is becoming an even more important element in our video mix," said Jon Stimmel, Chief Investment Officer at UM. "Being able to optimize planned reach with more granular partner and placement data will not only enable smarter buying but also maximize a client's media investment. The appropriate balance of scale with precision will mitigate waste from our Upfront planning and give our clients increased flexibility in buying media. This will be critical in our decision-making the next few months as we activate 2021 plans with partners."
Amobee's CTV allocation planning and portfolio optimization solution can now be utilized by media buyers for collaborative planning with the industry's leading premium media owners across broadcasters, programmers, multichannel video programmatic distributors (MVPDs) and streaming platforms. According to a recent broadcaster survey conducted by Ipsos, 48 percent of CTV inventory is sold on an Upfront basis, with the balance transacted through programmatic sell-side platforms. Being able to combine premium direct access with programmatic is the only way media buyers can truly take advantage of the full scale, targetability and on-demand flexibility of CTV.
"Advertisers are craving enhanced planning and buying capabilities that enable TV that acts like digital," says Michael Piner,Senior Vice President of Video and Data Driven Investments at Mediahub. "CTV marries the precision targeting of digital with the premium viewing experience of TV and Amobee's new planning solution delivers cross screen planning, precise audience targeting and programmatic like measurement to TV campaigns. It allows us to activate CTV campaigns quickly and provide nimble optimization opportunities that unlock flexibility for performance based TV that acts more like digital."
In an industry first, it offers support for all deal types-from Upfront and Newfront guaranteed reserved to programmatic private marketplaces (PMPs)-empowering advertisers to prioritize execution to get the greatest possible performance against their target audience from each supply partner at the desired frequency. This upgraded solution offers more advanced investment planning scenarios that have deal terms codified into advertising plans to reduce laborious planning iterations, allowing brands and agencies to plan campaigns inclusive of their portfolio demand, prevent under-delivery, and know how much of each supply source your campaign will need.
"Amobee's solution is fine-tuned to optimize media investment against the entire premium CTV audience across all deal types, including the exclusive direct-sold inventory bundled into upfront packages alongside traditional linear TV," says Jack Bamberger, Chief Commercial Officer at Amobee. "Finally, advertisers can proactively plan and buy to maximize unique reach against a strategic audience, instead of reacting to linear buys as they happen."
It also supports online video (OLV), video on demand (VOD) and all such premium programmatic inventory types and is part of Amobee's full suite of TV advertising solutions, including:
Recognized as a Leader in the Forrester (News - Alert) New Wave™: Cross-Channel Video Advertising Platforms report, Amobee provides clients with solutions to drive results in any format across any screen to better reach desired audiences and business results. Amobee unifies TV and digital to provide agencies and leading brands with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data. Amobee works to enable media companies with sophisticated audience-based planning technology that helps meet the goals of marketers most efficiently while allowing media companies to manage the new business and technical complexities they face in a converging world.
To learn more about Amobee's CTV Allocator or request a demo, click here.
The world's leading independent advertising platform, Amobee empowers brands, agencies and broadcasters with advertising solutions for the converging world. Amobee's platform provides end-to-end campaign planning, management and optimization across TV, digital and social media. Through the application of prescriptive AI, proprietary data and advanced analytics, advertisers can now seamlessly orchestrate the consumer journey across converged media and all devices, and eliminate the media overlap and waste which come from traditional media silos. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world, which reaches more than 675 million mobile subscribers. The company operates across North America, Europe, Middle East, Asia and Australia. For more information, visit amobee.com or follow @amobee.
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