Ten to roll out addressable TV commercial offering from July 1
As part of its announcements for the second half of 2019, Ten has revealed its addressable TV offering will hit market from July 1.
Speaking to Mumbrella, chief sales officer Rod Prosser said while the network may be later to market with its offering, that’s given the network time to be sure about what it can deliver.
“We’ve been really building this robust data stack, to deliver addressable across all of our digital platforms, whether that be web, mobile or BVOD on connected TVs. The key here is that we’re taking to market what some of our competitors already have in the market, we’re taking to market segmentation that our advertisers will be able to buy to target audiences in a much more relevant way,” said Prosser.
Rod Prosser
Ten has been working on the delivery since its split for MCN six months ago saw the network move its sales team in-house.
The delivery will make multi-platform, multi-device, data-driven segments on Ten’s digital sites Ten Play and Ten Daily available to advertisers.
The segments will be supported by Ten-owned first-party data and by Ten’s partnership with Lotame.
Over the past six months, Ten has announced technology partnerships with Tealium, Lotame, Braze and Telaria to support its data strategy.
“We’ve been able to learn from the lessons and evolution that others have gone through, but also the technology in the last 12 to 18 months has changed significantly, which means we’ve really been able to get the best of the best out of our partners. We got to leapfrog over the learning phase that the others had to go through.”
From July, segments advertisers will be able to access with Ten will also include demographic information, household composition and lifestyle interests.
Ten’s general manager data insights and analytics Gareth Tomlin said: “Our strongest asset is our under 50s audience. They engage with media differently. With our data solution, we will be combining the shows they love, the content they consume and how and when they watch these shows with Lotame’s extensive third-party data sets, one of the biggest in the world.
“We’ll continue to build richer segments through new data partnerships in the coming months. These audiences will be available across Ten’s digital ecosystem and will give advertisers the ability to leverage their own data into Ten’s ecosystem.”
Speaking further to Ten’s ability to target key advertising demographics, Prosser said he believes the industry needs to start looking past total audiences and focusing their attention on where the money is actually being spent.
“Let’s be honest, 25-54s is the biggest buying demographic, and we’ve just got a higher percentage of under-50s. We say in our pitch there’s less wastage, and that is true. We’d like to see a shift in the advertising agency’s point of view from total people, because no one buys total people. I said publicly at our upfronts, don’t judge us on total people. We’re just not that network, and I don’t think we ever want to be, or will be,” said Prosser.
“We have to continue to educate and we have to continue to demonstrate our strengths. We just have to continue to push that story as hard as we can.”
Addressable *catch-up TV
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