Brands, agencies, programmers and technology
platforms can now execute people-based marketing at scale in $224B
television industry
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced the
extension of its IdentityLink™ platform to television. For the
first time, brands, agencies, programmers and technology platforms
will be able to execute people-based TV media planning, buying and
measurement that is scalable and secure across the TV ecosystem. In
turn, consumers will be able to benefit from more relevant brand
interactions that are coordinated across digital and traditional
channels.
“TV remains one of the most influential advertising channels
today – but it’s also the least sophisticated for targeting and
measurement,” said Jocelyn Lee, Head of Media Strategy and Ad
Technology at Heat + Deloitte Digital. “As we move towards an
increasingly cross-screen world, we need the ability to target and
measure everywhere. We’re excited to see IdentityLink extending to
TV for true omnichannel marketing."
“Television is no longer just television— it’s simply not enough
to reach consumers through traditional linear TV since the living
room is now any device,” said Amanda Martin, Director Enterprise
Partnerships, Goodway Group. “In today’s world, creating a relevant
and seamless consumer experience across channels is critical, and
we’re thrilled that LiveRamp is bringing IdentityLink to TV to
further improve targeting and the user experience."
According to International Data Corporation (IDC), TV currently
accounts for $224 billion in global marketing spend.1 However,
audience fragmentation in TV is becoming more prevalent due to
proliferation of devices and content sources. As more than 60
percent of adults under the age of 30 primarily use streaming
services delivered via over-the-top services (OTT) and connected
TVs,2 advertising on those channels is projected to account for
nearly half of all TV revenue by 2020.3 In addition, U.S.
addressable TV ad spending is expected to double over the next two
years.4 All these variables make the job of reaching a single
consumer exponentially more difficult.
“IdentityLink has already transformed marketing in digital
channels, allowing our customers to leverage the power of identity
resolution to create more relevant interactions with consumers,”
said Allison Metcalfe, General Manager of TV at LiveRamp. “We’re
excited to bring these same capabilities to the world of television
- including addressable TV, OTT services, connected TV, TV
everywhere, video on demand and audience-based buying for linear
television.”
Brands and agencies work with many partners in the marketing
ecosystem to create, deliver, and measure the effectiveness of TV
advertising. These partners also benefit heavily from people-based
marketing practices.
“As content consumption and viewing behavior continues to
evolve, it is more important than ever to know the viewers,
understand the household, and be able to deliver against our
partners’ goals of targeting, effectiveness, and measured
outcomes,” said Robert Schroko, Vice President of Data Strategy at
A+E. “As viewership on connected TVs and apps continues to grow at
exponential rates, A+E Networks needs to be able to capitalize on
the full reach of our content and the aggregate audiences across
platforms, regardless of how a viewer is choosing to engage with
us. LiveRamp is well-positioned to help solve for this with its
identity solutions, platform integrations, and the ability to solve
for attribution.”
“TV viewing behavior is changing, and measuring advertising
effectiveness in an omnichannel world is more difficult than ever
before," said Greg Hampton, Vice President of Inscape. "Inscape and
LiveRamp are collaborating to empower brands to make more
intelligent, data-driven decisions when it comes to targeting and
measurement, and we look forward to our continued partnership in
solving for audience fragmentation."
“Consumer demand for helpful advertising is driving this
industry forward like never before,” said Nishat Mehta, president
of the IRI Media Center of Excellence. “Consumers want the right
message at the right time in the right place, so we’re excited to
integrate LiveRamp’s IdentityLink into our end-to-end media
solutions. This technology will help consumers receive the relevant
messaging they desire in a proven creative format and enable
advertisers to have the insights they need to plan better
campaigns, target and activate the right audiences, and measure and
optimize results in TV.”
"TiVo is laser-focused on offering a superior, feature-rich, and
personalized user experience to our customers across devices, and
mapping the customer journey is key to meeting their needs," said
Walt Horstman, Senior Vice President and General Manager of
Advanced Media and Advertising at TiVo. "As traditional TV becomes
more fragmented, LiveRamp is uniquely positioned to provide leading
people-based solutions to improve targeting and measurement efforts
in advanced TV, and we're excited to be a part of this platform
solution."
"CMOs are increasingly being asked to show the ROI for each
component of their media spend," said John Hoctor, CEO of Data Plus
Math. "LiveRamp is uniquely positioned to help Data Plus Math's
attribution platform link customer actions to TV impressions,
enabling a much clearer picture of the customer journey from
product awareness to eventual purchase."
"Matching iSpot's device graph and real-time ad attribution
systems with LiveRamp’s identity resolution services is a big
enhancement to the cross-platform marketing movement," said Sean
Muller, CEO at iSpot.tv. "Now brands can extend their advanced
digital segments into smarter TV buying and better ad
measurement."
“Our goal is to power the creation of an omnichannel view of the
consumer, which everyone in the marketing ecosystem can leverage to
improve the consumer experience,” said Anneka Gupta, Co-President
of LiveRamp. “Linking TV data into that view is the next key step
in this journey, and we’re excited to be the first to bridge the
divide between digital and linear channels.”
Learn more about LiveRamp’s people-based TV capabilities
here.
About LiveRamp
LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of
marketing, and ultimately allow consumers to better connect with
the brands and products they love. LiveRamp is an Acxiom company
(NASDAQ: ACXM), delivering privacy-safe solutions to market and
honoring the best practices of leading associations including the
Digital Advertising Alliance's (DAA) ICON and App Choices programs.
For more information, visit www.LiveRamp.com.
1. IDC, Worldwide Digital Advertising Market Model, 2Q17.2.
Survey conducted Aug 15-21, 2017. Pew Research Center3. The
Diffusion Group, The Future of OTT TV Advertising, 2014-20204.
https://www.emarketer.com/Article/eMarketer-Releases-New-Addressable-TV-Ad-Spending-Estimates/1016153
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version on businesswire.com: http://www.businesswire.com/news/home/20180305005317/en/
Havas Formula on behalf of LiveRampAlyssa Niemiec,
619-234-0345liveramp@havasformula.com
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