Xandr, AT&T’s advanced advertising and analytics company, has enhanced its addressable TV solutions to include new reach and frequency capabilities, expanded cross-screen addressability, and enabled broader access to video on-demand inventory. The enhancements to Xandr’s addressable TV capabilities provide the perfect complement to media buyers who need better control over their TV buys during this Upfront season.
“Xandr is the leader in advanced TV advertising* – not only as a trusted partner to brands, but also as a provider for our powerful and precise addressable TV offering that is creating a relevant advertising experience for consumers,” said Rick Welday, president of Xandr Media. “Since we launched addressable TV seven years ago, we’ve run thousands of campaigns, and continue to see demand for addressable skyrocket as advertisers demand better results and greater control over their TV buys during this Upfront season.”
Engineering A Better Consumer Experience
Addressable TV advertising is no longer for niche brands communicating their message to a specific audience. Xandr is using its advanced TV technology to help marketers better execute demo-based buys by controlling frequency and achieving incremental reach. This capability also helps advertisers reach audiences like the “light TV viewer” who watches traditional TV infrequently.
This new addressable TV offering limits the amount of times a particular household sees a specific brand message and also helps determine which households are light TV viewers who have not seen a specific advertisement at all, creating the appropriate balance of advertising frequency. This solution creates a better consumer experience within the home and provides advanced analytics to the marketer about how people are consuming content and advertising.
Enriching Cross-Screen Buying Power
Xandr’s Cross-Screen Addressable solution now leverages the power of Community, Xandr’s new premium audience marketplace. Brands now have more access to digital, CONNECTED TV, and OTT inventory, using Xandr’s consumer insights and analytics to connect addressable TV households and digital touchpoints in a privacy-compliant manner.
As a result, buyers can reach the same audience across the DIRECTV Addressable footprint and the devices associated with those households. At the same time, advertisers can improve the efficacy of their cross-screen advertising campaigns while managing the frequency of a particular brand message shown to those consumers.
Expanding VOD Access
People are consuming content differently, as more viewers binge watch their favorite TV series or access content in playback mode. Xandr enables advertisers to reach viewers whether they’re watching TV live or on-the-go. Xandr is now expanding its pool of addressable inventory to include set-top box VOD within a single, unified campaign, increasing the amount of available impressions to an advertiser.
Xandr is also making improvements to its addressable technology and capacity to support more campaigns and addressable audience segments. As addressable TV scales, Xandr is making a commitment to continue enhancing the technology that supports addressable advertising delivery and ultimately, the end experience for consumers.
Leading Within Addressable TV Technology
Xandr continually ranks as a leader in The Myers Report Annual Survey and recently placed number one again among the top 10 providers of automated technology for advanced and addressable TV solutions for 2019. Xandr also outperformed the industry in terms of “intention to increase spend with a platform or publisher among industry decision-makers”.
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