With a Push from Xandr, Advertising Week Gets Smarter

quotAdvertisers want to buy advertising on an audiencedriven basisquot Lesser said in the session39s opening minutesamp160quotThey do it for digital servicesamp160 amp160Advertisers love TVamp160 It39s better produced content and it39s a much better way to tell a storyamp160 Advertisers want TV to work harder for themquotIf they had their druthers advertisers would spend far more on TV than digital especially those advertisers growing more disenchanted with the formatting of digital commercials and unfavorable metrics these spots and their placement get Lesser assertedamp160 Hindering them from diverting more dollars to TV are concerns about declining audience share sparked in part by viewer sentiment over the number of commercial breaks and the number of commercials inside each break particularly in primetime programsXandr39s solution is a multipart strategy addressing the design and placement of messages on TV covering broadcast cable and smart TVdevice ad salesamp160 quotWe39re building a marketplace for the entire industryquot Lesser saidOther ATampampT divisions are taking part in stage one of Xandr39s approachamp160 DirecTV now uses the unit39s resources to sell the two minutes of ad time per hour on various cable networks that theyamp160allocate for local and national spot cable system salesamp160 TBS TNT truTV and other channels from the Turner stable of recently acquired Time Warner now renamed Warner Media will experiment in the months ahead with new formats out to give viewers a more relevant interactive experienceamp160 Similar experiments will be conducted with Warner Media39s lineup of programming services distributed through smart TV sets and devices such as the upcoming DC Universe from Warner Bros and DC ComicsLesser hinted that some of the formats under study will not show up as commercialsamp160and willamp160perhaps deliver messages within the programs themselvesamp160 He labeled Warner Media quota sandbox we can experiment in not just with ad breaksquotSeparately Xandr has launched partnerships with multichannel system operators Altice USA and Frontier Communications to rep them in national ad salesamp160 Other operators will be invited to reach similar rep relationships in the coming weeks amp160Lesser expects to have a sizeable ad revenue stream coming from both approaches channel time buys and smart TVaddressable campaigns by the end of 2019quotThe goal here is to have TV advertising be less interruptive andamp160more interactivequot Lesser declaredamp160 quotWe39ve never had a time like we have nowamp160 amp160People are watching less linear TV and that39s scaryamp160 We should all be helping each other to some extentamp160and create a platform we shareamp160 We39re going to sell TV that performs betteramp160 The future is about how you distribute content in a datadriven way to consumersamp160and the advertising that goes with itamp160amp160If all we do is optimize the current TV ad environment we will fail this effort This is about reinvention and bringing back the magic of creativityquotXandramp160will introduce a number of new data research tools and ad services for general use over the next six months Lesser promisedamp160 His venture and others already existing or soon to be will incite all sorts of ad format experiments during the next 18 monthsLesser had a message for attendees who believeamp160that Netflix Amazon and other noncommercial programming services with smart TV clearances will eat up more of their potential ad viewing baseamp160 They will not remain noncommercial in the long run because as they spend more billions for original content they will have to find new revenue streams to subsidize that strategyamp160 Nontraditional advertising will be one of those avenuesIn what was arguably the most dramatic moment of Lessor39s session and Advertising Week 2018 overall he was asked if Netflix will deploy such a modelamp160 quotI believe soquot Lesser answered with no elaborationClick the social buttons above or below to share this story 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 writersamp160

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With a Push from Xandr, Advertising Week Gets Smarter

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