Xandr, AT&T’s advanced advertising company, announced the launch of its Premium Video Catalog, providing access to over 1,400 always-on, one-to-one video and connected TV deals from top media owners and distributors across devices, content categories, formats, and app types, and over 2,500 off-the-shelf audience deals spanning demographic, viewership behaviors, and household attributes. Conceptualized by Xandr’s Marketplace Development team, the Premium Video Catalog helps media buyers effortlessly plan and execute online video and CTV campaigns while unlocking new targeting and reporting features across North America.
When it comes to premium video and CTV, buyers face challenges reaching consumers at scale, targeting the right audiences, and having proper campaign reporting. Advertisers’ top concerns are with inventory supply path: 40% feel that access to premium inventory is a hurdle, 55% think there is a lack of transparency of placement, and 43% find that access to reporting data for optimization is a challenge.
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“Gone are the days of opaque curated deals. Xandr is determining a future that makes scaled CTV advertising seamless”
Xandr’s Premium Video Catalog addresses these concerns, saving buyers potentially hundreds of hours in deal set-up across various media owners and distributors. For buyers with a deal marketplace offering, the Premium Video Catalog helps them stock the shelves of their bidder catalog with more valuable, targeted packages.
“Gone are the days of opaque curated deals. Xandr is determining a future that makes scaled CTV advertising seamless,” said Alex Chatfield, Vice President, Marketplace Development, Xandr. “Our Premium Video Catalog empowers buyers by giving them the raw ingredients needed to create and manage custom deals. Within minutes and without any emails, video buyers can now build a media plan and setup a line item with nuanced targeting defined by their unique audience goals. At the end of the campaign, they can see where every impression was delivered.”
“As an early adopter of the Premium Video Catalog, we’ve been thrilled with the continued growth we’ve seen in our clients’ CTV campaigns over the past year,” said Kyle Brennan, Director of Programmatic Partnerships at MiQ. “With hundreds of deals from top publishers at our fingertips, we can be nimble in targeting various audiences based off our clients’ diverse needs. Not only does this result in greater supply path efficiency, but the catalog’s transparent reporting data enables us to see exactly where each impression was delivered and how our clients are meeting their customers with premium advertising.”
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The catalog also supports hundreds of deals across sensitive brand categories like alcohol, pharma, and politics. At the same time, its numerous audience deals ensure engagement with the viewers that buyers want to reach during key moments throughout the year including live sporting events, TV tentpole programs, and seasonal buying events.
For video publishers, the Premium Video Catalog ensures preferred inventory access and packaging, as well as more demand from buyers by standardizing the buyer-seller relationship and deal set-up process.
“As connected TV viewership and ad inventory grows, it’s critical to have partners like Xandr working to streamline the connections between buyers and sellers,” said Tom Sly, Vice President of Programmatic Strategy and External Partnerships for The E.W. Scripps Company. “By creating detailed, pre-packaged opportunities, the Premium Video Catalog allows buyers to easily access the inventory they are looking for. This has dramatically enhanced Scripps’ monetization with significant growth in year-over-year spending from 2019 to 2020. We’re pleased to be on track to continue that momentum in 2021.”
The Premium Video Catalog is available to North American buyers on Invest DSP and all major DSPs today through the Xandr Marketplace, one of the world’s largest premium exchanges for scaled, sophisticated campaigns across screens.