Major Networks
Launch Live Local and National Addressable TV Campaigns
Expands Network
Membership for Project OAR and OAR-Certified Program
VIZIO (NYSE: VZIO) today announced it has surpassed 11.2 million
addressable TVs across the U.S. that enable frame-accurate dynamic
ad insertion. The news comes on the heels of numerous successful ad
campaigns from America’s top TV networks.
The number represents a significant milestone for members of
Project OAR, the addressable advertising consortium founded by
VIZIO and America’s top TV media companies. By expanding the
addressable footprint, programmers are able to deliver and manage
addressable TV ad inventory inside of linear programming broadcast
to homes across America.
“Addressable TV advertising has arrived. This milestone pushes
the consortium beyond a “Project” and into an addressable business.
We have worked to put standards in place in collaboration with top
networks to deliver addressable campaigns at scale and enhance the
TV experience for viewers at home. With the infrastructure in place
and more campaigns going live in the market, we are making it
possible to deploy, manage and sell dynamic ads for local and
national inventory,” said Adam Gaynor, VP Network Partnerships and
Head of Addressable for VIZIO and OAR.
Addressable Campaigns Go Live
The Project OAR consortium, which is composed of America’s top
television networks and operators and VIZIO, have worked hard to
create open standards that anyone in the ecosystem can use to
increase the relevancy of advertising and improve linear viewing
for consumers.
AMC Networks, FOX and WarnerMedia are among several of the
companies that have executed national addressable campaigns using
the OAR standard to deliver more relevant advertising experiences
within linear and on-demand formats on smart TVs. With addressable
campaigns, companies can reach audiences regardless of where, when
or how they choose to view television.
“We started our first addressable campaign in late 2020 and have
continued to air addressable campaigns across our national
inventory and complemented by set-top box VOD and CTV, allowing for
true convergence,” said Kristine Bayles, VP, Advanced Advertising,
AMC. “Working with OAR, we are helping to push standards that the
entire industry can use. With over 30% of our linear viewership
being addressable, we are unlocking new opportunities for brands to
connect directly with the intended consumer with precision.”
“At Fox, we’re working to make advertising more accessible and
effective for our marketing partners by delivering ad innovations
with precision and purpose,” said Darren Sherriff, VP of Advanced
Advertising Products at FOX “As the scale of addressable continues
to grow, we’ve been working with OAR creating standards to drive
adoption across the industry that will enable execution on a
broader level moving forward.”
“WarnerMedia has run national addressable campaigns across
linear and VOD since 2020, while expanding our capacity and
footprint through direct integrations with multiple distributors,
and partnering with brands across an array of categories,” said JP
Colaco, head of advertising sales, WarnerMedia. “As pioneers in the
addressable industry for nearly a decade with DIRECTV, we are
excited to collaborate with other industry leaders like OAR to
continue to drive awareness, education and enablement, while
advocating for standards, in addressable TV.”
Discovery was early into the addressable trials and is among a
number of media companies that have successfully conducted
addressable campaign tests to evaluate how the OAR open standard
interoperates with existing sales, insertion and measurement
workflows.
“At Discovery, we are happy to report that we are out of the
test phase and are bullish to begin live addressable campaigns,”
says Steve Silvestri, Senior Vice President, Advanced Advertising,
Discovery. “As a member of OAR, we have been on the front lines for
creating the standards to move the industry forward. Programmer
enablement represents a massive growth opportunity for the
addressable marketplace and is bridging the divide between linear
and digital, allowing advertisers to reach valuable audiences in a
premium and brand-safe environment, across all platforms and at
scale.”
Expanding Reach and Audiences
OAR has also expanded its membership, adding Univision to the
consortium and attracting new sources of inventory across national,
local and spanish-language content.
Univision joined the consortium in the first quarter of 2021 and
is already underway with plans for addressable TV beta trials
across its Spanish-language television portfolio, including
broadcast networks Univision and UniMás, and cable networks TUDN
and Galavisión.
OAR-Certified Ecosystem
Dedicated to interoperability, VIZIO and the members of OAR have
worked closely with watermarking, decisioning, measurement and
demand companies to expand the OAR ecosystem so platforms and
participants can use their preferred tech stacks or existing
solutions. VIZIO is now providing OAR certification to those
vendors that work directly with VIZIO on watermarking and
decisioning technologies and have proven their commitment to
driving addressable TV forward. This small circle of OAR-certified
partners provides a distinction in the industry and the future of
addressable TV.
About Project Open Addressable Ready (OAR)
Project Open Addressable Ready is a technology consortium
created to deliver better advertising experiences to viewers
through the use of dynamic advertising on internet-connected TVs
and devices. Formed in 2018, OAR members include AMC Networks,
Comcast NBCUniversal, Discovery Networks, Disney, EW Scripps, Fox,
Hearst Television, Univision, ViacomCBS, VIZIO and WarnerMedia. The
consortium provides technical specifications and best-practice
provisions for the selling, targeting and measurement of
addressable TV advertising within privacy-compliant,
consumer-forward TV environments and is open to content providers,
linear inventory owners and OEMs.
About VIZIO
Founded and headquartered in Orange County, California, VIZIO’s
mission is to deliver immersive entertainment and compelling
lifestyle enhancements that make our products the center of the
connected home. VIZIO is driving the future of televisions through
its integrated platform of cutting-edge Smart TVs and powerful
SmartCast operating system. VIZIO also offers a portfolio of
innovative sound bars that deliver consumers an elevated audio
experience. VIZIO’s platform gives content providers more ways to
distribute their content and advertisers more tools to target and
dynamically serve ads to a growing audience that is increasingly
transitioning away from linear TV.
For more information, visit VIZIO.com and follow VIZIO on
Facebook, Twitter, and Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20210609005230/en/
Melissa Hourigan Fabric Media 720-608-1919
melissa@fabricmedia.net
VIZIO (NYSE:VZIO)
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