Turner's Michael Strober on OpenAP

Strober pictured above is passionate about creating a call to action for more focus on improving the ad experience for the consumer but by extension the advertiser too amp160amp8220Turner Ignite focuses on the use of data to provide more targeting and relevant messages new consumer touch points alongside those developed by my counterpart Dan Riess Executive Vice President of Content Partnerships at and CoHead of Turner Ignite who is focused on building branded content that engages with those consumersamp8221 he saidEn route to OpenAP39s institution he39ll be spending considerable time at Advertising Week NY advocating for more collaboration involving the ad industry and content creators amp160amp8220Weamp8217re asking the industry to make advertising more enjoyable for consumers and more effective for advertisersamp8221 Strober said emphatically but smiling at his own intensityamp160 amp8220There needs to be more coordinated effort by more people to embrace a new approach to make it more meaningfulamp8221In addition to OpenAP this trio of networks along with others have publicly taken bold steps to begin the process of reimagining advertising and helped ad industry leaders take notice of the need to give audiences a more immersive and enjoyable TV environmentamp8220There39s a heightened awareness about respecting the consumerquot Strober explained amp160quotWe need to go further whether reimagining the creative execution of commercials or introducing different types of ad units and interactivity amp160Some of this is happening independently amp160We need to start galvanizing and coalescing around common standards so they can be more broadly utilized by agencies and clients amp160That39s the only way we39re going to tip the scale and shift the models from the old traditional commercial pod which has been around for the last 50 years to a nextgeneration approach in marketing and advertisingquotStrober whose Ad Innovation group collaborated with their counterparts at Fox and Viacom to create OpenAP will join executives from Viacom Facebook Samsung TV station group owner Sinclair and ad rep agency NCC Media on an Advertising Week midmorning panel tomorrow Wednesday amp160quotTargetedTVquot is the theme and Strober will do his best to address that subject while inviting the other panelists to ignite consensus for more joint venturesAs the countdown to OpenAP39s launch ticks ahead buzz is growing among ad agencies and content makers to be involved early on amp160Executives overseeing the venture have held numerous debrief sessions with interested companies from both fields and they expect to be able to share more information on additional users and content partners in the near future as the platform becomes operationalWithin OpenAP agencies or individual clients can activate custom audiences based on syndicated customfused and firstparty data sources across the entire portfolio of participating television publishers amp160The results are then posted by an independent thirdparty providing users with a trusted view of their campaign in terms of impression delivery and reach Also participating agencies or advertisers can integrate OpenAP with their own planning format through APIsquotThis is a move away from Nielsen guarantees based on data arranged by age or gender to more strategic audiencebased targetsquot added Strober quotIt could also lead to data providers turning their research results for agencies and individual clients around quickerquotIn quick order more efforts like OpenAP can put all parties in position to flourish in an emerging marketplace where people watch and use TV through smart sets and TVconnected devices such as Amazon Fire TV Chromecast and Apple TV amp160More than 60 percent of US households now do so and a growing number of those sets and devices possess the ability for users to vocalize their programming choices or tasks from ordering merchandise to switching the course of a storyline via artificial intelligencepowered features such as Alexa and Siriamp8220We embrace that marketplaceamp8221 Strober saidamp160 amp8220We love what these companies are doing The challenge for them is How do you scale this and make this an industrywide standard amp160We have to make these initiatives scalable and capable to be used by all amp160Once that happens youamp8217ll see the creative community get behind them amp160Theyamp8217ll be able to expand their imagination due to a wider canvas of devices and platformsquotJust like OpenAP realizing this future must take cooperation and determination Thereamp8217s no question in Strober39s mind that all parties desire an advertising environment that serves viewers better amp160amp8220Itamp8217s time to put all of this thinking into words and then turn those words into actions that will transform our industryamp8221 he saidClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Turner's Michael Strober on OpenAP

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Turner's Michael Strober on OpenAP

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