AppNexus Expands into Connected TV as Advertising Budgets Shift from Linear TV to Digital Video
AppNexus enhances capabilies for buying and selling connected TV inventory, including support for long-form content
AppNexus, the world’s leading independent advertising technology company, today announced new capabilities to help advertisers and publishers reach and monetize their audiences on connected TV. To continue to reach consumers as they shift viewing patterns from traditional linear TV to digital video, AppNexus’ video solution now supports advertising buying and selling on digital long-form content, including TV and film.
“The world is changing quickly,” said Eric Hoffert, SVP Video Technology, AppNexus. “Connected TV households increased 65% between 2014 and 2017, and 10% of TV viewing is now on these devices, per reports from the IAB and Nielsen. As consumers increasingly cut their cords and digital video becomes mainstream, publishers can’t afford to miss out as advertising dollars follow viewers to digital devices like connected TV. AppNexus is investing in video technology to help advertisers target their audiences in these new environments and help publishers profit in this shift to online video.”
Connected TV’s rise in popularity gives advertisers the ability to leverage programmatic video to acquire and engage their audiences with customized messages. Through AppNexus’ Console for Buyers, advertisers can target their buys on connected TV devices, including smart TVs and game consoles, in addition to desktop, tablet, and mobile.
“Operam has been using Console for Buyers to run video campaigns across both mobile and desktop video for more than a year,” said Brian Lam, Programmatic Supervisor at Operam LLC. “The addition of connected TV inventory is enabling us to extend our reach to our target audiences on the big screen in the living room to maximize ad recall and intent. We’re seeing strong engagement and completion rates, while also being more cost efficient compared to linear TV.”
For video publishers, the AppNexus Publisher Ad Server’s open dynamic allocation feature maximizes revenue by enabling the intelligent balance of video buyer guarantees against programmatic video demand. Through an integration with Yieldex, video publishers can leverage impression-based forecasting to predict future video inventory availability across video attributes like player size, playback method, and format, along with geography and domain.
"With the rise in popularity of our digital out-of-home network CHIVE TV, the need for a multi-screen monetization solution is critical to our business," said David Evans, VP Monetization at Resignation Media. "We've partnered with AppNexus as our video ad server across web, mobile app, and CHIVE TV to provide a seamless ad experience to all of our advertising partners."
Customers have leveraged AppNexus’ solution to monetize apps on Roku, Xbox, and Android TV, and AppNexus’ Apple TV SDK will enable monetization of VAST (Video Ad Serving Template) inventory. Additionally, ad podding empowers long-form content creators to monetize their streams with multiple ad slots in commercial breaks. AppNexus now provides full support for the IAB VMAP (Video Multi Ad Playlist) standard with an ability to handle competitive separation, frequency capping, and bumpers/sponsorships.
“We’ve seen terrific results with AppNexus to monetize high quality streaming TV and movie on-demand services across a broad range of addressable devices,” said Tino Burkhalter, CTO of Goldbach Digital Services. “The AppNexus platform allows us to power a range of OTT services across Europe.”
AppNexus’ connected TV and long-form monetization capabilities are now available in Beta for select clients. AppNexus provides access to connected TV inventory via its Video SSP offering and from its Video SSP partners. AppNexus will be demonstrating its new capabilities for long-form content monetization and connected TV at its Summit event in London on May 4.
AppNexus is an internet technology company that enables and optimizes the real-time sale and purchase of digital advertising. Our powerful, real-time decisioning platform supports core products that enable publishers to maximize yield; and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. For more information, follow us at @AppNexus or visit us at appnexus.com.