OpenAP, the largest advanced television advertising platform in the U.S., is building out its cross-platform measurement offerings just as streaming is set to take off.
OpenAP already operates a linear and digital marketplace where advertisers can find cross-publisher audience segments. Now, it’s partnered with iSpot.TV to provide post-campaign reporting across all TV screens.
“[The partnership] helps marketers in these crazy times by adding a sense of transparency to all their media investments,” said Stu Schwartzapfel, svp of media partnerships at iSpot.TV.
The shift away from traditional linear TV and into streaming has accelerated during the coronavirus pandemic. More consumers are cutting the cord, advertisers are calling for changes to the upfronts, and major media companies are buying and launching streaming services.
OpenAP works to standardize TV audience segments across its member programmers: AMC Networks, Fox, NBCUniversal, ViacomCBS, The Weather Channel and Univision. Advertisers negotiate rates with the networks individually, but planning and measurement of cross-platform campaigns across those networks is done in a unified way.
“That’s the primary value of OpenAP, is creating this environment where you can do cross-publisher analysis, pre- and post-campaign,” said Ed Davis, chief product officer of OpenAP.
OpenAP introduced its marketplace of audience segments last October, five months after hiring its first CEO, David Levy. While its members are among the biggest TV networks, OpenAP only has seven full-time employees.
All members of OpenAP have existing partnership with iSpot.TV, in part to measure business outcomes such as website visits of a brand’s ad that runs on their platforms.
“For years, NBCUniversal and iSpot have partnered to provide marketers with the tools they need to go beyond legacy metrics and measure business impact. We applaud OpenAP’s efforts to provide a uniform, scaled solution that enables attribution capabilities for audience-based campaigns for all its members, collectively reaching all U.S. TV viewing households,” said Kavita Vazirani, evp of insights and measurement at NBCU, in a statement.
As networks package streaming inventory into their upfront negotiations, advertisers are looking for new ways to reach audiences that couldn’t watch sports or other live events during the lockdown. This plays into OpenAP’s offering, according to Davis.
“What’s an efficient way for me to get access to this particular type of viewer if I can’t rely solely on the programming that I once did? That’s driving a lot of interest,” Davis said.