Markers can reach all the digital screens they need in one shot. That’s the promise of TotalTV for Advertisers, a unified planning tool announced today by marketing software provider Dataxu. The solution combines linear, connected, and addressable TV. Reaching a network of 120 million households, it lets marketers enhance their campaigns by serving video a deduplicated pool of online video viewers.
While marketers already have multiple options for serving addressable TV ads, Dataxu adds programmatic linear TV to the mix, thanks to a partnership with Sorenson Media. Marketers can serve to exactly the targeted audiences they want, Dataxu promises.
“We are bringing a truly unique opportunity to advertisers and their agency partners,” says Kevin Fennelly, director of TV products and solutions at Dataxu. “This isn’t just indexing an audience in a media plan. Agencies can take advantage of our data science and machine learning to reach a strategic audience anywhere they’re watching TV content, whether it’s broadcast, cable, or connected TV.”
One challenge for today’s video marketers is reaching young people and cord-cutters, a desirable audience that rarely sees traditional TV ads. Total TV for Advertisers provides incremental reach with the consumers marketers want the most.
To create this offer, Dataxu needed something unique from Sorenson: the ability to reach live linear TV viewers. That’s something that only cable companies could provide until now. Dataxu’s proprietary device graph software (from its OneView DMP) connects buyers to Sorenson’s inventory in real-time. That means an auto marketer can reach a prospective buyer who just filled out a test drive form, a higher education institution can reach an open house attendee, and a mortgage lender can target someone shopping for rates—and it all happens through linear TV in real-time.
“TotalTV is built on top of the most robust device graph in the industry and will work with an advertiser’s first-party DMP data or they can build strategic targets with third-party data providers like Experian or Acxiom,” Fennelly says. “It’s a highly flexible solution that can be tuned to reach almost any kind of audience.”
Can one comprehensive solution make a fragmented ecosystem a little more whole? By adding in programmatic linear, Dataxu says yes.