Top Media Companies Aim to Set Addressable Standard

OAR-logo-1-whitebackground

America’s top media and technology companies, in collaboration with U.S. smart TV company VIZIO, today announced the formation of a consortium dedicated to the development and deployment of a new, open standard for addressable advertising on connected TVs. The effort will open up a direct dynamic ad- management pathway between content owners and TV devices.

Dubbed “Project OAR” for Open Addressable Readythe consortium is working to define technical standards for TV programmers and platforms to deliver more relevant advertising experiences within linear and on-demand formats on smart TVs.

Project OAR allows ad-inventory owners, whether programmers or distributors, the technical means to better monetize every TV impression through segment-based audience targets and addressable insertion. 

“TV programmers reach a massive and passionate audience, but have lacked the precision targeting of digital,” said Mike Dean, Senior Vice President, Advanced Advertising and Automation at CBS. “Through OAR, CBS will combine relevance with our reach to deliver a better experience to our viewers and better ROI for our advertisers.” 

With OAR, media companies can deliver ads that are relevant to the household and, more importantly, improve the linear viewing experience for consumers. “We all recognize the most important goal of this initiative is to drastically enhance the TV experience for people at home,” said VIZIO Founder and Chief Executive Officer, William Wang.

The consortium has the initial pledge from VIZIO that once the standard is developed it can be deployed on its opt-in footprint of connected TVs, though the protocol will be open and designed to enable any internet-connected TV maker and connected-device company to leverage it.

“Project OAR complements our strategy around new data-set development supportive of our own company insights,” said Jesse Redniss, EVP of Data Strategy, WarnerMedia and GM of the WarnerMedia Innovation Lab. “It’s important for us to come together as an industry and create connective experiences that matter to fans, and that includes how we use data to inform and broaden spaces like addressable TV.”

With oversight from a committee comprised of representatives from Disney’s Media Networks (ABC, ESPN and Freeform), Comcast’s FreeWheel and NBCUniversal, Discovery, CBS, Xandr, Turner, Hearst Television and AMC Networks, the technology will be developed by Inscape, the TV ACR data company owned by VIZIO.

“Project OAR aligns well with FreeWheel’s objective of supporting the industry to deliver scalable, addressable advertising solutions that will help make television an even more valuable platform for brand marketers. Bringing an addressability standard to Smart TVs nicely complements solutions already available from MVPDs,” said Dave Clark, General Manager of FreeWheel, a Comcast company.

The standard promises to solve a lot of problems at once by delivering enhanced advertising products to brands, making the ad-supply chain more efficient, and giving audiences advertising content they are more likely to watch and enjoy.

The OAR standard will be designed to implement a technologically sound, dynamic ad-delivery system while utilizing industry privacy best practices. “The standard will define the baseline for ad delivery, impression verification and privacy compliance, but networks will have plenty of room to create unique and enriched advertising experiences,” said Jodie McAfee, SVP at Inscape. “We are making this flexible enough to enable interactivity and other bells and whistles that have yet to be imagined.”

With development now underway, the consortium aims to have a working product to showcase in Spring 2019 with full deployment targeted for early 2020.

Comments are closed.

Logo

Dear Fellow LPTV Broadcaster and Industry Leaders,

The auction has ended and most of us are still here.  While it was not only our hope but the hope of many others that the auction would not take place . . . it did, but it did not have the devastating effect that it might have had. 

The world after the auction looks different and amazingly so has a very bright future!

What does that future look like?  Not only the amazing possibilities of ATSC 3.0 but the landscape of a nation of people who are increasingly cutting their cable cords and looking for free, over the air, broadcasting content.

That’s why it’s more important than ever that you join the Advanced Television Broadcast Alliance.  Our board of directors have a combined 500+ years of experience which beginning with your membership we are going to start making more available to our members on an increasing basis.

Soon as an ATBA member, you will be eligible to start tapping into not only this brain trust through unique services available only to our members but regular news updates regarding our collective broadcast future.  We are exploring new ways to tap into information from Washington as well as important updates that will benefit you right there where you live.

The need for the ATBA has increased with the new opportunities that are becoming available for those of us who still know that the future of LPTV, Class A and Translators is bright!  Are you selling your station to local sponsors?  Are you maximizing your spectrum to the advantage that you truly can?  Are you struggling with FCC rules and regulations that you either don’t understand or can’t get explained?

The ATBA is developing a database of information to help you find the answers you need! 

In addition we are still working with the true decision makers in Washington.  Your ATBA has earned the respect and the ear of the true movers and shakers that continue to shape our collective broadcasting future.

So what can you do to get involved and begin to take advantage of these, and many other, benefits?  Join the ATBA today!  Your membership benefits will include:

  1. Members only access to hundreds of years of LPTV experience through our new “Brain Trust”
  2. Early entry to our annual NAB LPTV evening event with access to our special event guest(s)
  3. Exclusive digital content regarding real world information you need to know
  4. Eligibility for recognition for your hard work through our ATBA LPTV Awards
  5. Access to equipment manufacturers with discounts available especially for ATBA members!

To be honest you can’t afford not to be a member of the ATBA! 

We’re making it affordable because it’s a win – win!  When you join, you’re going to receive more than just the benefits listed above but also you’ll be aligning with hundreds of others who, like yourself, have a vested interest in the continued forward movement of free, over-the-air broadcasting.  It’s a win for your ATBA because we will increase our strength through numbers as we grow together.

So what’s the next step?  If you’re ready follow this link https://www.broadcastingalliance.org/join-us/ to sign up.  If you have more questions please don’t hesitate to call a member of the ATBA board of directors by calling this number (877) 214-4277.   You’ll get a rapid response!

Thanks for taking the time to read this note and for your ongoing passion for the future of communication in this great country.

Respectfully,

The Board of Directors – The Advanced Television Broadcast Alliance