Beachfront, the convergent TV advertising platform, has announced the completion of a national addressable TV ad execution with VIZIO adhering to the technical specifications of Open Addressable Ready (OAR), the consortium founded by VIZIO to establish an open standard for addressable advertising on connected TVs.
“Widespread and continued support for the OAR spec has been important, and this marks further momentum as we’ve fully executed an addressable campaign at the glass level,” said Adam Gaynor, Vice President of Network Partnerships for VIZIO and steering lead for Project OAR.
The Beachfront and VIZIO successful execution leveraged Beachfront’s Unified Decisioning product, and the inventory included locally and nationally syndicated broadcast programming. OAR’s watermark was placed within these programming feeds, which were distributed to stations in 125 broadcast DMAs across the country. The program ran across more than three million VIZIO TVs equipped with the OAR spec.
OAR members now have the opportunity to work with Beachfront to test additional TV ad creative versioning at the local and national levels. Creative versioning, which is also referred to as single advertiser slot optimization (SASO), paves the way for more advanced programmatic slot optimization for multiple advertisers to bid at once, in real time.
Added Gaynor: “Our tests proved Beachfront’s platform can scale to support full programmatic optimisation for single and multiple advertisers. This means VIZIO’s addressable capabilities can support the broad and increasing demand of advertisers aiming to come direct-to-device.”
Next up for Beachfront and VIZIO is enabling multiple advertiser slot optimisation (MASO) across a wider group of programmers and ad buyers.
“Over 60 million US TV households are enabled for addressable advertising, yet addressable TV still represents a small portion of TV ad spend overall,” said Beachfront President and Founder Frank Sinton. “Our work with VIZIO helps programmers to unlock pent up addressable TV dollars from media buyers, which is particularly important at a time when media owners are looking to monetise traditional and streaming TV in a unified fashion through new technology.”
Beachfront is now being afforded the opportunity to work more closely with OAR steering committee members including Disney’s Media Networks, Warner Media, Comcast NBCUniversal, ViacomCBS, Discovery, Hearst Television, AMC Networks, Fox Corporation, Scripps, VIZIO, and Univision; as well as working closely with agency advisory committee members including Publicis Media, Omnicom Media Group, GroupM, IPG/Magna, Dentsu Aegis Network, Havas, Horizon Media, and RPA.
“As advertisers continue to allocate media dollars across multi-platform viewing environments, it remains paramount that we deliver solutions and opportunities that are more accessible and effective for our marketing partners,” said Dan Callahan, Senior Vice President of Data Strategy and Sales Innovation for Fox. “Across the Fox portfolio, we have premium content that reaches massive audiences and we combine that with forward-leaning ad opportunities that deliver precision and drives impact across our entire portfolio.”