In an uncommon move, an ad tech company, Viant, on Monday launched an ad campaign for itself touting its programmatic platform. The ads tout customer satisfaction with Viant’s Adelphic platform and the way it is easy for clients to use with commercials, employing the tagline “Programmatic advertising doesn’t have to be that hard.”
“Now that many more advertisers see the power of CTV, expect the growth trend to continue post-pandemic as the value proposition remains strong in driving a solid return on ad spend,” writes CMO Jon Schulz.
Jon Schulz, CMO at Viant, discusses the key considerations for marketers as industries get a handle on the immediate crisis of COVID-19 and start looking to chart their next steps.
“This strategic partnership with WideOrbit further supports Viant’s strategy of delivering customers a leading omnichannel platform for their campaigns,” says Viant CMO Jon Schulz.
With Viant’s addition of WideOrbit’s Programmatic Marketplace TV advertising solution, marketers can now efficiently buy live TV inventory and track their campaigns through a single platform.
Advertising technology company Viant has inked a partnership with WideOrbit, the media platform known for connecting ads and audiences across multiple touchpoints.
People-based advertising technology company Viant is partnering with WideOrbit, a media platform connecting ads and audiences everywhere, allowing Viant customers to advance linear TV ad buying and delivery of ads in a true omnichannel approach.
Viant said it made a deal to integrate WideOrbit’s Programmatic Marketplace into its automated platform for buying and delivering commercials. The move gives Viant consumers access to linear TV, providing them with a way to launch and track omnichannel campaigns through a single platform.
Marketers are investing less in traditional TV than they once did as digital options proliferate. In fact, a recent report from Viant reveals that 84% of the 500 US marketing decision-makers surveyed will be dedicating the same or a smaller portion of their budgets to linear TV advertising this year than last.
“This marriage of programmatic and traditional manual activation is yielding the advent of “progra-manual,” writes VP Adam Paz in Broadcasting & Cable.