Xandr Opens a Community Chest Via Opening Upfront

Venueamp160 Bryant Park Grill the popular restaurant for all seasons at the park39s southern endamp160 The main dining room was set aside for the presentation while attendees enjoyed a prepresentation breakfast buffet inside a tent to the right of the main entrance amp160A hanging triangle collage was placed near the center of the areaamp160 The stage inside the main room was cozy and close to the front row with a monitor in the center and green shrubbery on both sidesPresentation amp160Addressable commercials especially addressable commercials able to run on any video media platform are the must way to go when reaching consumers especially hardtoreach consumers who don39t watch TV oftenamp160 That39s one key message Xandr Chief Executive Officeramp160Brian Lesser pictured at topamp160and his colleagues put forth on stageamp160 Another data cultivated from ATampampT39s overall customer base mobile DirecTV etc will be incorporated among campaigns that exceed viewer expectations and lift salesamp160 quotIn this golden age of content production the world needs advertisingquot Lesser assertedamp160 quotConsumers have three pet peeves too many commercials too many commercials repeating and irrelevant advertisingamp160 We need to be better and more relevant to consumersamp160 They want commercials to meet a need meet a need on time and evoke an emotionquotNews amp160The introduction of Community a curated marketplace of video brands and publishers where with one buy advertisers can reach a variety of audiences at scale and in a brandsafe environmentamp160 Individual campaigns will utilize a mix of linear TV and digital services distributed through smart TV sets TVconnected devices and smartphones amp160At the start several WarnerMedia channels CNN TBS TNT truTV Adult Swim are involved along with Ellation Vice Newsy Hearst39s magazine unit and virtual channel bundlesamp160Tubo Xumo and Philo TVHostamp160amp160Lesseramp160Xandr Media Presidentamp160Rick Weldayamp160and Senior Vice President and Head of Ad Sales Partnershipsamp160Jason Brown pictured below split the duties here and all three were easygoing in their delivery of talking pointsamp160 Welday also moderated a brief closing panel segment with WarnerMedia Ad Sales Presidentamp160Donna Specialeamp160and ATampampT Vice President Media Services and Sponsorshipsamp160Mark Wrightamp160 quotThis is a pivotal point in our industryquot Speciale declaredamp160 quotThe old ways of selling ads are out the doorquotStar Time quotThe biggest celebrities in the room are Donna and Markquot Lesser jokedamp160 That39s thatData Insightsamp160 More than 40 percent of consumers participating in a new Xandr research study noted they watch 20 hours or more of TV a week Nineteen percent watch 30 hoursplus a weekamp160 Twothirds of consumers surveyed here watch both linear TV networks and digitaldelivered programming while 25 percent only watch digital content and 10 percent watch only linear contentamp160 One recent Xandrcoordinated addressable ad drive for an unidentified client increased the reach of its intended target audience by 26 percentInnovative Opportunitiesamp160 Participate in crossscreen addressable commercial initiativesCuisineamp160 Mix of familiar breakfast favorites and modern dishesamp160 Best eats bagels bacon sausages French bread slices with maple syrup and veggie pattiesamp160 Worst eat hash browns that could have used a flavor punch via ketchupKey Takeaway amp160With Community Xandr wants to generate an extensive addressable ad marketplace that includes activity from nonWarnerMedia content makers and virtual multichannel distributorsamp160 It39s a safe bet that whatever adsupported direction WarnerMedia takes with its directtoconsumer programming platform in early 2020 this ATampampT unit will have a big say in implementationamp160 Plus a big say in how interactive ads on that platform will bePhotos courtesy of XandrClick 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 writers

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Xandr Opens a Community Chest Via Opening Upfront

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We Are the Outliers - By Jack Myers

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Xandr Opens a Community Chest Via Opening Upfront

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