AppNexus Grows Connected TV Marketplace 748% Year-Over-Year
AppNexus, the world’s leading independent advertising technology company, today announced advertiser spend in its connected TV marketplace grew 748% percent year-over-year in the second quarter of 2018 versus the second quarter of 2017, and grew 69% percent quarter-over-quarter in the second quarter of 2018 versus the first quarter of this year. Client adoption of AppNexus’ connected TV marketplace includes five of the world’s largest sports and news broadcast networks, five of the company’s largest programmatic video buyers, a Fortune 25 marketer, and three of the top ten global ad agency networks. AppNexus now sees more than 20 billion monthly connected TV impressions per month across Smart TVs, set top boxes, and game consoles.
“Programmatic connected TV provides the ideal environment to target audiences in their living rooms with entertaining, high-definition creatives,” said Eric Hoffert, SVP Video Technology, AppNexus. “It’s a perfect fit for many advertisers seeking highly engaged viewers, particularly in the entertainment, news, and sports verticals. We’re thrilled to see an increasing number of clients selecting our connected TV technology platform.”
Clients including Operam, a leader in programmatic buying in the movie and entertainment industry, and Tubi, a leading free movie and TV streaming service with a library of more than 7,500 titles and an average view of 60+ minutes per session, have leveraged AppNexus’ marketplace to reach and monetize audiences on connected TV devices.
“Our movie studio clients come to us to deliver campaigns to promote films to millennials, cord cutters, and pay TV subscribers,” said Brian Lam, Director of Programmatic, Operam. “In less than one year, we’ve ramped our connected TV budget as a percentage of total digital ad spend on AppNexus from zero to approximately 50% or more, making connected TV a critical component of our strategy. With contextual targeting by movie genre and TV network, we’ve seen completion rates of 97.5% or higher on AppNexus connected TV sellers like Tubi while improving cost effectiveness.”
“AppNexus helps us connect our valuable datasets and premium inventory, including Oscar-winning films and Emmy-winning TV shows, to top advertisers,” said Tyler Fitch, VP of Programmatic Partnerships, Tubi. “We’ve seen a 293% revenue increase across this partnership from Q1 to Q2, showing the momentum of AppNexus’ connected TV growth.”
As connected TV viewership continues to rise—eMarketer estimates 181.5 million people in the US will use connected TVs at least once per month in 2018—AppNexus’ video technology and marketplace enables advertisers and broadcasters to reach and monetize engaged audiences on these devices in their homes. The AppNexus Programmable Platform enables connected TV advertising buyers to buy connected TV at scale using high definition creatives. AppNexus Programmable Data enables connected TV buyers to use their own data assets to activate audiences based on real-time signals without reliance on cookies. For connected TV sellers, AppNexus supports client and server-side ad insertion, connected TV SDKs, segmented audience targeting, with access to hundreds of daily active video buyers and industry leading external demand partners.