Big news #1: NCC Media is joining OpenAP to expand advanced TV advertising.
What this means: Advertisers will now be able to use OpenAP segments and then execute locally with NCC Media.
Big news #2: Comcast, Charter, and Cox will work together to offer addressable advertising against the network’s share (88% of total) of the ad inventory.
What this means: In the short term, this appears to be a competitor to other initiatives (Project OAR, etc.). We previously wrote about the race to offer addressable advertising to both national and local inventory.
Big news #3: Project OAR is growing with the addition of Fox and several agency partners.
The players in Project OAR:
1) AMC Networks
4) Comcast NBCUniversal
5) Dentsu Aegis (new)
8) Fox (new)
10) GroupM (new)
11) Havas (new)
13) Horizon Media (new)
15) IPG’s Magna Global (new)
16) Omnicom Media Group (new)
17) Publicis Media (new)
Reminder: It is early in the game for advanced/addressable advertising.
National TV ad spend share by targeting type according to eMarketer:
1) Age/Gender — 95%
2) Advanced TV/Audience — ≈ 3%
3) Addressable — 2%
Adoption for addressable TV:
1) Fully using — 15%
2) Experimenting or not using — 85%
Adoption for advanced TV:
1) Fully using — 17%
2) Experimenting or not using — 83%