AppNexus has claimed that advertiser spend on its connected TV marketplace grew 748% year-over-year in the second quarter of 2018, and grew 69% quarter-over-quarter in the second quarter of the year.
The adtech firm, which is poised to be purchased by telecom giant (and TimeWarner merger partner) AT&T, found itself a favorite for adoption in the connected TV marketplace, with clients reportedly including five of the world’s largest sports and news broadcasters, five of the country’s largest programmatic video buyers, a ‘Fortune 25 marketer’, and three of the world’s ten largest ad agency networks.
In all, AppNexus has access to more than 20 billion n monthly CTV impressions per month across Smart TVs, set-top boxes, and game consoles.
Eric Hoffert, AppNexus’ senior vice president of video technology said to The Drum: “Programmatic connected TV provides the ideal environment to target audiences in their living rooms with entertaining, high-definition creatives,” said“It’s a perfect fit for many advertisers seeking highly engaged viewers, particularly in the entertainment, news, and sports verticals. We’re thrilled to see an increasing number of clients selecting our connected TV technology platform.”
Brian Lam, director of programmatic at Operam, a buy-side vendor for the movie and entertainment industry, said: “Our movie studio clients come to us to deliver campaigns to promote films to millennials, cord cutters, and pay TV subscribers.”
Tubi, a free movie and TV streaming service with over 7,500 titles in its library, says that average views of its platform last over 60 minutes. Lam’s said of AppNexus’ impact: “In less than one year, we’ve ramped our connected TV budget as a percentage of total digital ad spend on AppNexus from zero to approximately 50% or more, making connected TV a critical component of our strategy.
"With contextual targeting by movie genre and TV network, we’ve seen completion rates of 97.5% or higher on AppNexus connected TV sellers like Tubi while improving cost effectiveness.”
Added Tyler Fitch, vice president of programmatic partnerships at Tubi: “AppNexus helps us connect our valuable datasets and premium inventory, including Oscar-winning films and Emmy-winning TV shows, to top advertisers,” “We’ve seen a 293% revenue increase across this partnership from Q1 to Q2, showing the momentum of AppNexus’ connected TV growth”.
EMarketer has estimated that over 181.5 million consumers view content via connected TV at least once a month this year. Appnexus claimed that its programmatic offerings have enabled both buy and sell-side vendors to target audiences effectively and send through high-definition creative at scale.