How Cross-Screen Convergence Locates Missing Linear Audiences: Amobee Expands TV Amplifier’s Capabilities to Drive Improved Reach


Amobee Adds New Features to its TV Amplifier Solution

Amobee, the adtech company, debuted new capabilities for its TV Amplifier solution yesterday, making it simpler for advertisers and marketers to create connected TV (CTV), social and digital media campaigns that build on their linear TV strategy.

Amobee TV Amplifier enables marketers to optimize reach and frequency across the entire advertising value chain, from discovery, planning and activation to optimization, measurement, and attribution. What makes Amobee’s solution particularly unique is that it offers advertisers direct access to individual-level TV panels and automatic content recognition (ACR) TV viewership data. It also claims to be the first advertising platform that helps advertisers predict television reach outcomes using proprietary linear TV forecasting tools.

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“Consumers are moving fluidly across screens, leaving advertisers struggling to find their target audience across connected TV and online video with the scale and predictability of linear television,” says Philip Smolin, Chief Strategy Officer at Amobee. “Now, with Amobee TV Amplifier, advertisers can target and measure the same TV audience across CTV and video, and drive incremental reach without compromising their return on media investment.”

In addition to their own technology platform, Amobee has also forged strategic data partnerships with other solution providers to enable clients to segment audiences more effectively for linear TV. Advertisers can then leverage Amobee’s sophisticated targeting and analytical capabilities to activate these segments and drive better reach and frequency. It also provides advertisers with deeper visibility into consumer behavior – particularly how they interact with advertisements and viewership habits.

Amobee TV Amplifier now allows advertisers to:

  • Identify and target audiences that are underexposed through linear and digital advertising
  • Optimize digital advertising spends by targeting non- and lightly-exposed TV viewers
  • Use historical viewing data to target viewers across desktop, mobile, and CTV
  • Protect mindshare and share-of-wallet by targeting consumers who have been exposed to competitive messaging

Speaking about Amobee’s approach to unifying TV and digital to help advertisers target wider audience segments, Corey Tolbert, VP of Programmatic at Horizon Media, says “The ability to effectively understand, reach and measure audiences across the TV and digital landscape is key for truly converged advertising and, until now, has not been possible in the industry. Amobee’s TV Amplifier helps our clients better identify opportunities to improve and extend the impact of our combined linear TV and digital buys with greater scale and precision, allowing for sophisticated and comprehensive cross-screen campaigns that maximize incremental reach.”

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Why Cross-Screen Convergence Is the Ultimate Advertising Vehicle

While OTT and CTV remain the hottest advertising segment in 2020, they’re still lagging behind when compared to linear or traditional television. The pandemic and resulting changes in TV viewing habits have got us all excited about the potential of CTV advertising, however, it’s still too soon to write off traditional TV.
Amobee has been one of the pioneers in promoting TV+digital adtech offerings through its Amobee TV Amplifier. The latest additions to their flagship solution opens many potential opportunities for marketers to target consumers in ways not available with digital-only or TV-only advertising models.

With nearly 120 millionOpens a new window television households in the US, only 65 million of those households have the technology to receive an addressable ad. The largest addressable multichannel video programming distributor (MVPD) delivers only 16 percent coverage against US TV households.

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Naturally then, convergence of linear and CTVOpens a new window seems logical. With solutions like Amobee TV Amplifier, agencies and brands now have the option to include CTV and digital within TV budgets. By linking CTV, desktops, and mobile devices, advertisers can gain a better understanding of how consumers interact with content, which has also opened up a new world of analytics.

Cross-screen convergence is here to stay and is perhaps one of the most sustainable advertising models in the market today. Going forward, we can expect to see ad buyers and sellers becoming more audience-centric as a result of converging ad tech because traditional barriers such as devices, services, and channels will no longer be existent.