Viant-owned Adelphic is aiming to upend the way programmatic is used to buy ads, saying Wednesday that marketers can purchase unlimited impressions through its demand side platform using a subscription-based pricing model at a cost of $3,000 per month.
Viant’s CEO Tim Vanderhook reveals why it’s time for the ad tech industry to adopt and fully embrace the SaaS model for programmatic media buying platforms in Marketing Land.
More than four in 10 marketers say that a lack of time, people and money has inhibited their personalization efforts. Challenges around data were also cited as a top barrier. According to Jon Schulz, CMO of Viant, marketers need robust customer relationship management data to properly segment audiences for personalized messages.
In the US, programmatic advertising is digital display advertising. We forecast that spending on this form of automated buying and selling will reach nearly $48 billion by year’s end. By 2020, US advertisers will transact nearly $69 billion in US digital display ad spending programmatically, accounting for 86.3% of the digital display pie.
Viant’s new report, TV Viewability in the Age of the Distracted Viewer, dives into the challenges facing television advertising in 2018 – everything from second-screen distraction to the DVR and rise of OTT – and explains how an effective cross-device strategy can help marketers achieve their goals.
Today’s distractions only reinforce a lack of TV ad viewership, and present big challenges for marketers attempting to break through today’s cluttered media landscape. More than half of TV viewers today — 52 percent — admit changing the channel during a standard network or cable advertising segment, according to a new report on TV viewing habits by advertising technology company Viant Technology.
Rates of social media usage are increasing, especially among U.S. Spanish speakers. According to Viant research, 50% of Hispanic millennial shoppers report either discussing a brand online or using a brand’s hashtag — significantly more than the 17% of the general population that does the same.
One new study says the top factor in return on media investment measuring the success of TV advertising campaigns is online sales. A study from Viant says 57% of marketing executive respondents focus ad exposure on online sales — with in-store sales close behind at 46% and 37% of TV campaigns tied to in-store visits.
According to a survey of 500 US marketing decision-makers conducted by Viant, 45.8% of respondents said that second-screening is a problem for ad effectiveness. They also said that cord-cutting and too many channels to choose are other top hurdles. In all, 86% said it that it’s harder and harder to command a consumer’s attention solely through TV advertising.
According to marketers Viant has surveyed in a new report, fragmented media consumption is disrupting their TV advertising approach. What does this mean for broadcast television as it enters Q4 and prepares for 2019 and beyond?