OpenAP: A Step Change for TV Advertising

V by Viacom amp160What moment really pushed OpenAP from idea to realityBryson Gordon amp160Advertisers have been on a journey to bring advanced data sets to the science of segmentation amp160But television has been stuck in the old model of broad demography in terms of how it thinks about audiences amp160A couple of years ago we recognized that we needed to evolve our business in order to support the way advertisers were evolving theirsamp160 Specifically focusing in on our approach to ad delivery in a way that allowed advertisers to target the highvalue customer segments that they wanted to reach on TV in a high quality premium brandsafe environment amp160The starting point for this was identifying the problem and then looking at how we could create a solution that offered both openness and transparency through a platform that was readily available to everyone in the industryOpenAP is that solution amp160We recognized that advertisers want to maintain everything that made television buying so great amp160They want this high integrity environment advertising within a highly premium contextamp160 They want to maintain the openness and the portability of audiences across publishers amp160So thatamp8217s what weamp8217re solving for with OpenAP Advanced capabilities around audience targeting and measurement with the transparency and integrity that has made TV buying so appealingV amp160So how did the consortium with Turner and Fox come aboutGordon I think thereamp8217s been a recognition from a lot of leaders in the datadriven television space that the demand for advanced audience buying at scale was only going to be unlocked if you could solve for some of the existing challenges like breaking down the proprietary amp8220walled gardensamp8221 and simplifying workflows amp160When we all started hearing this from our clients advertisers and agencies it was clear that something needed to be done amp160But it also needed to be much more than just a working group We actually needed a real technical solution for this problem amp160Thatamp8217s how the Viacom partnership with Turner and Fox was first born amp160We collectively believed that this industry needed to be transformedV amp160What does OpenAP hope to accomplish Gordon amp160OpenAP is here to fulfill the demand for advanced audience buying at the scale of premium content on TV amp160Essentially that boils down to three thingsFirst itamp8217s going to allow advertisers and their agencies to define advanced audience segments in a unified consistent and standardized way across all member publishers for the first time ever amp160Second itamp8217s about the secure sharing of those consistent audience segments across publishers amp160The advertiser or the agency will be able decide who can see the segment and how it gets shared with the publisher before activating it across their inventory amp160It also gives the individual networks the independence to use their own proprietary datasets in conjunction with industry accepted measurement services such as Nielsen and comScoreThird itamp8217s focused on independent postreporting and stewardship amp160To date publishers have been forced to check their own homework amp160So weamp8217ve been working with a neutral thirdparty auditor to manage that process and ensure consistency in the audience definition and count impressions after a campaign has runV amp160So how does Vantage Viacomamp8217s advanced audience platform fit into OpenAPGordon amp160While OpenAP creates industry standardization Vantage is more than just targeting amp160We can support a wide range of marketing goals and KPIs that go beyond amp8220find me more impressions for my targetquotamp160 That includes driving sales physical traffic brand lift and engagementamp160 For example one of the things we learned in building our studio business for Vantage is that when youamp8217re opening a film target impressions for frequent moviegoers arenamp8217t the only thing that drives results amp160To have a big opening weekend you need to really make sure youamp8217re hitting reach as well amp160This thinking has found its way into our product and we see applications for other advertisers as wellV amp160Youamp8217ve already set out to do something thatamp8217s never been done beforeamp160 Has any thought been given to what OpenAP will look like in the futureGordon amp160Itamp8217s very important to us that OpenAP continues to welcome more publishers into the fold after all this is for the entire industryamp160 In addition to that you can expect greater integration with client planning and reporting systemsamp160 But overall weamp8217re holding hard and fast to the notion of bringing a level of openness to television buying thatamp8217s never been done before amp160Ultimately our goal is to ensure we continue to help advertisers better align with their broader business outcomesPhoto at top provided by Viacomamp160Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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OpenAP: A Step Change for TV Advertising

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