The Next Era of Addressable Advertising

At the forefront of innovation in addressable ViacomCBS offers buyers ways to reach any viewer they are after with targeting methods that are both easy and effective Since 2018 the company has been an early adopter of addressable capabilities CBS was the first broadcaster to join the Nielsen addressable trial and a proponent of methods like outofband signaling and smart TVbased addressable Leading the charge too was Viacom among the first to adopt settop box spacebased methods for national cable addressable Now the combined company has more than 40 million households enabled across a collection of MVPDs and settop box householdsRecently ViacomCBS reached another milestone achievement In December 2020 CBS became the first broadcast network to deliver addressable impressions into a live national broadcastquotViacom and CBS combined have the strongest position in the programmer addressable spacequot says Mike Dean amp8206Senior Vice President Advanced Advertising Addressable and Sales Research ampamp Insights ViacomCBS quotAnd arguably the company has the strongest position in the addressable TV space at largequotAs technology advances so does the approach to addressability With unparalleled product offerings that the company continues to enhance with market feedback ViacomCBS is dedicated to updating the narrative of addressable across the industrySimplifying the Addressable ProcessOne way the company is connecting the dots for advertisers a partnership with OpenAP an audiencetargeting alliance that allows advertisers to buy a specific audience across a number of media outletsquotWe39re partnering with OpenAP on their OpenID initiative and BlockGraph on their IDos offeringquot says Travis Scoles Senior Vice President Product Management Advanced Advertising Vantage at ViacomCBS quotIt39s about giving third parties access to that information on behalf of the buyers and enabling the onramp instead of trying to charge forward and do it individually in a siloquotVantage ViacomCBS39 advanced advertising and datadriven ad service also makes campaign activation easier simplifying complicated workflowsquotWith Vantage we are seamlessly activating audiences across the ViacomCBS portfolio regardless of that end point whether that is linear addressable or digital to make it easy and effectivequot Dean explainsViacomCBS has been carrying out campaigns through Vantage for more than eight years What makes the company39s offering unique is the amount of experience and expertise that the operators behind Vantage can bring to the marketplacequotWe realized there39s not a onesizefitsall modelquot says Dean quotWe take a very consultative approach and we work with our clients to integrate addressable TV in a way that fits their overall goal and their overall media mixquotEvolving Advanced AdvertisingAdvertisers are delivering crossplatform campaigns across both linear and addressable with massive scale and reach all through the intersection of Vantage and ViacomCBS EyeQ ViacomCBS39 onestop shop for all things digital videoquotWe39ve built the ability to extend these capabilities across multiple endpoints which means if a client defines a particular audience it doesn39t matter which enabled end point they39re watchingquot says Seema Patel Vice President Partnership Development ViacomCBS quotWe39ll go find those viewers and serve them an addressable ad And that39s really the power of addressability For marketers this ability is such a powerful toolquotPatel also says ViacomCBS39 goal is to reach a point where they can quotwrite once and publish everywherequot in all aspects of the campaign as a way to ultimately unify the buying cycleBy utilizing new innovations in tech ViacomCBS is focused on allowing advertisers to get to the end of a campaign lifecycle as seamlessly as possible The focus is on measurement and the move towards unification in order to achieve true crossplatform campaign management and executionquotThat39s where our role is really critical in helping to champion and advocate and bring about changequot adds PatelAs the company looks forward to integrating more easily with its clients it continues to engage across the ecosystem including with initiatives like Project OAR a consortium between several programmers Dean also added that they expect broadcasters to follow their lead in introducing addressability to the settop box environment after its partnership with DISH to deliver impressions within a live national broadcastquotWe39re so far ahead of the curve in terms of not only enabling addressability but actively selling it in the marketplacequot Patel says quotWe39ve been doing so for a few years As a result we have a ton of learnings and we bring a lot of value to our clients We39re continuing to refine as the marketplace feedback evolves We39re really proud of how far we39ve come and we39re committed to keep pushingquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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The Next Era of Addressable Advertising

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Nicole Bitette

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