By Catherine Dale, VP of Magnite Streaming at Magnite
TV buyers are leaning into streaming advertising that combines the best of digital and linear including scalable, replicable and transparent ways of targeting audiences. Leveraging content object signals in the bid stream in a controlled and structured manner can facilitate efficient and effective programmatic CTV buying for buyers that can positively impact yield for media owners.
According to Magnite research, 81% of consumers in US and Canada are watching streaming TV with 50% of non-streamers likely to begin streaming within the next 6-12 months. As this growth continues, so too do buyers’ preferences in being able to target specific genres, shows, and episodes to advertise against for brand safety, relevancy and performance.
The metadata universally available on linear buying channels hasn’t always been available for programmatic CTV, forcing buyers and publishers to use manual workarounds to provide basic transparency into video content. In programmatic CTV, we have contextual data points referred to as content object signals, an openRTB protocol that allows media owners to define elements such as genre, category, and content rating. However it is only more recently that these signals have come into popularity in streaming as a way to give buyers more transparency to make more informed buying decisions and improve campaign performance, bringing the best of linear advertising to the programmatic CTV space.
Solving key challenges
Although content object signals are often shared post-campaign so buyers know where their ads ran, publishers have been apprehensive about sharing content object data for ad placement decisioning. Historically, there’s been a concern that doing so would lead to the cherry-picking of premium inventory leaving media owners with undervalued and overlooked inventory. However, in many cases it creates a more holistic view of inventory which we’ve seen translate into more buyer confidence and additional spend on publishers sharing data.
Making this data available and effective for audience targeting requires workflows to structure, standardize and connect the data between buyer and seller. As media owners increasingly leverage these signals in biddable environments, buyers will be willing to spend more – as they can do smarter, data-driven optimization – to find their audiences, which helps to drive publisher yields.
Content object signals can be a key contributor in the mission to resolve these challenges around targeting, measurement and brand safety, but there’s still work to be done. For instance, while OpenRTB provides a set of standard content parameters, a standardized taxonomy for metadata is the next step toward scaled buying efficiency across media owners.
Transparency as table stakes
Buyers want to know what inventory and audiences are available to them and what content they’re buying against to ensure brand safety and relevancy and to optimize campaigns. ‘Do not air’ lists, for instance, allow brands to avoid targeting specific content based on rating and other content parameters – such as mature/adult content – enabling optionality for buyers to buy at scale with confidence. As brands continue to explore CTV they want a more holistic view of their options in order to achieve the levels of trust and transparency seen in linear, that will allow them to increase and optimize their CTV budgets efficiently and effectively.
Content object signals: A win-win
Media owners are more able and willing to divulge data to meet buyer demands encouraged by the promise of a more holistic yield and a larger share of advertisers’ budgets. Enabling more accessible, scalable and effective content-targeted programmatic CTV will bring a host of benefits for buyers and media owners.
For media owners it can unlock new and incremental increases in demand as well as a willingness to pay a premium as buyers become more comfortable with programmatic CTV buying on the same level of transparency as linear. This can fuel media owners’ need for streamlined curation; packaging up contextually-fuelled inventory – into programmatic guaranteed deals for instance – to help media owners maintain more control of pricing. Using content metadata can also simplify media owners’ tech stack setups and ability to pass data dynamically without creating additional lines.
For buyers the greater targeting control and transparency can provide opportunities to scale campaigns across publishers while ensuring their ads align with brand safe and relevant content. Content object signals enable CTV buys to harness the strengths of both the linear and digital worlds – rich content information on one side and strong impression-level data on the other. In doing so, programmatic CTV can help campaigns that span linear TV and digital video become more cohesive across channels.
Furthermore, the insights that content object signals provide fuels optimization and smarter, working media spend, across new and existing inventory opportunities, aligning the brand message with increased ROI and greater engagement.
While content metadata has a large place in advancing industry transparency, Magnite acknowledges and supports other strategies through tech optionality, putting the power in the publishers’ hands to decide what data is shared. For instance, Magnite Data Lock offers publishers more control over their inventory with robust transparency settings to control the usage of user and content data on a deal-by-deal basis. By providing the tools and tech to connect the buy and sell side, Magnite is helping publishers maximize the revenue for their inventory while providing insights that brands need to feel more comfortable increasing their spend.
Tasha, our head of operations in Asia, takes us through a typical day in her life. Tasha is based in Magnite’s Singapore office.
Magnite’s Day in the Life series dives into the various people and teams that make up the world’s largest independent sell-side ad company.
How would you explain what you to do to someone outside the industry?
I really think my answer has evolved over the last few years. I work with a tech platform that interacts with buyers and sellers to power ads in the most efficient way possible. With the buyers, we are working closely to facilitate their ad spend by deciding where ads should go to achieve their key success metrics. With the sellers, we are working with them to effectively monetise their content.
How did you first break into ad tech?
Originally, I had plans to focus on journalism in Singapore. It was a very niche industry back then, so I had to widen my scope. I applied for a role in an advertising network in Singapore where my key focus was on account serving and management. My colleagues, together with my mentor, taught me the ropes of ad tech and operations.
How does your department and team help support Magnite and Magnite’s clients as a whole? What other departments do you facilitate with the most?
We work holistically across all departments, with the largest interactions between Demand Facilitation, Product and Tech Ops.
Externally – on a daily basis, we are speaking with programmatic buyers and traders. By having a good understanding of a brand’s needs, we showcase our supply sources that can accomplish campaign goals more effectively.
On the supply-side, we continue to be the voice of our clients and share what is needed for our publishers to be set up for success (i.e. current trends, research etc.) to maximise their revenue.
What does a typical day at Magnite look like for you?
My morning always starts with the US, where I am trying to get the latest and greatest on the product front or working with team members on active tickets or everything migration that is happening right now.
Most of the day is spent on meetings and calls, either with my team navigating day-to-day challenges or externally on partnerships that we can explore in Asia.
Talk about a recent project that you’re proud of yourself and your team for accomplishing.
I have to say it is the team that we have built in Asia. We spent a lot of time, and energy trying to find the right people for some of our key roles while maintaining a great culture and environment. This effort paid off!
What do you enjoy most about your role?
No two days are alike, and I am sure to learn something new every day.
Do you have any advice for people looking to learn more about ad tech and your particular department?
Never be too shy to ask a question, share a point of view and network! Everyone is learning something new every day.
Broadcaster video on demand (BVOD) has experienced remarkable growth. In Australia, there’s been a notable revenue increase of 23 per cent year-over-year (ThinkTV). Meanwhile, in New Zealand, BVOD continues to gain popularity, up 2 per cent year-on-year (ThinkTV), with 1 in 3 New Zealanders every week logging in to watch premium video content.
The shift comes as advertisers increasingly understand the value of incorporating BVOD into their campaigns. With BVOD, brands have the advantage of leveraging first-party data segments to reach audiences, and deliver highly personalised messaging that align with audience preferences. This helps ensure greater relevance and engagement, ultimately helping advertisers achieve their campaign goals.
We chatted with some of ANZ’s leading broadcasters about the benefits of BVOD advertising for marketers and their strategies for optimising investments in this rapidly evolving economic landscape.
Target an engaged audience
BVOD provides an opportunity to reach an engaged and attentive audience that is interested in watching high-quality content.
Nev Hasan, executive director of agency sales at Foxtel Media, told Magnite, “Incremental audiences that are typically hard to reach are coming onto these platforms to engage with premium content such as live sports and drama. In these premium environments where people are passionate about the content, they will drive higher levels of attention and engagement and deliver better brand outcomes.”
Hasan added that consistency throughout the year is key to longevity. “There’s economic pressure, but there are still customers out there with disposable income. Having a level of consistency means they stay front of mind, communicating to the audience the benefits of their product, and preventing competitors from surpassing them.”
Level up with programmatic activation
Programmatic advertising can be particularly effective for delivering BVOD campaigns, as it allows for greater precision in reaching the right viewers, resulting in higher engagement rates and better ROI for advertisers.
“Programmatic advertising has increased significantly for TVNZ over the past few years mainly because it brings automation and flexibility to their advertisers and agencies,” Jodi O’Donnell, commercial director at TVNZ, explained. “It allows them to work with the available data and deliver their customer’s marketing goals.”
Future-proof your strategies by addressing impending privacy concerns now
Australia’s impending legislative changes are likely to reshape the data and privacy ecosystem as we know it and it’s key that brands start future-proofing audience targeting and addressability now.
Dean La Rosa, head of commercial data at Seven West Media, is already talking to buyers about what the future looks like for their targeting and addressable strategies.
When it comes to transparency and consent initiatives, “Seven has signed up to an industry-endorsed framework to give buyers a look under the hood on how addressable segments are built, each of their data inputs, the content, and all the targeting options across the network,” La Rosa explained.
Brands that are proactive in future-proofing strategies now will ultimately have access to secure and scalable audiences in the future and continue to hit their campaign goals.
To remain competitive and drive long-term growth, continue investing in your brand, especially during this time of economic change. Consider how BVOD can complement your marketing channel mix in your next campaign. BVOD can be an effective tool for maximising your ad dollars by providing more precise targeting, measurement and analytics, a safer advertising environment, and more flexible ad options.
New Ad Agency Partners Including GSD&M, Horizon Media, Omnicom Media Group Germany, and Stagwell Brand X Performance Network Are Leveraging ClearLine to Buy Premium Streaming Inventory
NEW YORK – June 20, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising company, today announced wider adoption of its ClearLine solution by streaming TV media owners and advertising agencies. ClearLine is an ad server-agnostic solution that provides agencies with direct access to premium video inventory on Magnite’s platforms.
“Following our recent launch of ClearLine, we’ve been encouraged by the level of interest and adoption across the industry,” said Sean Buckley, Chief Revenue Officer at Magnite. “While the underlying technology is critical, Magnite’s unparalleled relationships with the largest media owners in premium video are what differentiates ClearLine and make this offering so unique.”
As a result of Magnite’s extensive relationships with streaming TV media owners, agencies can utilize ClearLine to buy inventory from suppliers, including A&E Networks, AMC Networks, DIRECTV Advertising, DISH Media, Disney Advertising, FOX Digital, and Warner Bros. Discovery, in addition to launch partners LG Ad Solutions and VIZIO. Magnite’s supply footprint spans 80+ million CTV households in the US, accounting for 90% of ad-supported CTV viewers in the country.
“We are excited to partner with Magnite’s innovative ClearLine solution to expand the way media owners and advertisers can work together. In addition to paving a direct path between media budgets and streaming inventory, ClearLine opens up a multitude of data enablement opportunities that we are eager to explore,” said Jim Keller, EVP, Digital Advertising Sales and Advanced Advertising at Warner Bros. Discovery.
“The streaming TV ecosystem is notoriously fragmented which can be challenging for both media owners and advertisers. ClearLine is an opportunity to help address that fragmentation and increase collaboration by creating a more frictionless track between buyers and sellers. This is a positive outcome for all parties and we look forward to working closely with Magnite to make this a reality,” said Matt Jamison, Head of Ad Sales Partnerships at DIRECTV Advertising.
“We work closely with the Magnite team to provide advertisers with streamlined access to video audiences, and we continuously look to leverage the power of transparency to make these connections more seamless. Through centralization, FOX Digital has unified our CTV scale and simplified the buying process for our partners,” said Dan Callahan, Senior Vice President, Strategy & Innovation at Fox Corporation. “We are excited to be involved with ClearLine, further helping navigate industry headwinds into an opportunity for increased collaboration.”
Along with launch partners GroupM, Camelot and MiQ, additional ad agencies are adopting ClearLine, including GSD&M, Horizon Media, and Stagwell Brand X Performance Network.
“We welcome innovation in the media buying supply chain that brings our clients closer to high-quality ad inventory. ClearLine is a promising step in the right direction in terms of optimizing supply paths for video campaigns,” said Tom Grant, SVP Group Director, Investment Operations at Havas Media.
“The buying efficiency that ClearLine offers coupled with Magnite’s expansive streaming video footprint across premium publishers directs more dollars to high quality working media. This ultimately helps our clients get more from their ad spend,” said Alexander Stone SVP, Advanced Video & Agency Partnerships at Horizon Media.
ClearLine has also gained support from international media owners and agencies including Australia’s market-leading broadcast and streaming media company Nine and Omnicom Media Group Germany.
“At Nine we strive to provide our brand partners with the best technological opportunities to communicate with our audiences. ClearLine represents an innovative progression in the Magnite offering. Nine has worked closely with Magnite over many years, and we are interested in working with our clients to best utilize these developments as applicable,” said Jordan King, Director of Programmatic & Digital Sales at Nine.
“We are excited to work closely with Magnite to explore how ClearLine can help us activate video campaigns across all screens in a more efficient manner. We hope this solution can enhance our buying efficiency as a complement to our existing DSP relationships,” said René Hartwig, Managing Partner, ppa. at Omnicom Media Group Germany and Managing Director at MPX.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Charlstie Veith
cveith@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
Empowering the Display & Streaming Ecosystem as Identity Shifts Toward the Sell Side
The Magnite Access Suite Includes:
- Magnite DMP for 1st party audience and contextual segmentation
- Magnite Storefront for buying, selling and activating 1st & 3rd party audience data from Magnite Match, Magnite DMP, and our extensive DMP Integrations
- Magnite Match to match and share encrypted personal data
- Magnite Audiences to drive new revenue for publishers
NEW YORK – June 15, 2023 – Magnite, the world’s largest independent sell-side advertising company, today introduced Magnite Access, a suite of omnichannel audience products that make it easier for display, online video, and streaming media owners–and their advertising partners–to maximize the value of their data assets. As the center of gravity for audience and identity shifts closer to the sell side, Magnite Access empowers publishers to manage, create, and transact audience segments in a variety of ways.
The Magnite Access Suite includes:
- Magnite DMP: enables sellers to seamlessly create, segment and synchronize audiences to platforms of their choice. Magnite DMP helps publishers build audiences and understand the size and scale of segments for commercialization.
- Magnite Storefront: enables the activation of buyer and seller first-party data on the sell side and facilitates the buying and selling of third-party data–from discovery to activation–across all of Magnite’s platforms.
- Magnite Match: a cloud-based solution that allows sellers and buyers to establish a match between data sets while keeping user identity blind to all parties, including Magnite itself.
- Magnite Audiences: cross-publisher segments that Magnite packages to make it easier and more efficient for buyers to reach high value audiences at scale. This generates a potential new revenue stream for publishers with no additional operational overhead.
Magnite DMP is available today for clients using DV+, the company’s platform for display, OLV, and audio. Magnite Audiences, also for DV+, and Magnite Match and Storefront, for Magnite Streaming, are in beta and on track to reach wider availability before the end of 2023.
“The industry is undergoing a major shift as audience and identity frameworks migrate closer to the sell-side,” said Adam Soroca, Chief Product Officer at Magnite. “This presents an opportunity for media owners to embrace new ways of activating audience data at scale. Magnite Access ensures we are well-positioned to provide our clients with omnichannel audience products across multiple formats, such as streaming and display, as well as multiple demand sources. The expansive breadth of deterministic and probabilistic tools within Magnite Access provides sellers and buyers with a comprehensive, high-precision solution. Magnite’s deep relationships with premium publishers and advertisers give us a unique vantage point to create solutions that add value for all parties.”
“As audience addressability evolves, being flexible and open to different models and approaches is imperative for buyers and sellers to find a sustainable path forward,” said Martin Wexler, SVP of Channel Partnerships at Acxiom. “Magnite’s new audience and identity offerings, coupled with its exceptional publisher relationships, are a welcome addition to the industry. In partnership with Magnite, Acxiom looks forward to advancing the evolving ad tech ecosystem together by delivering relevant brand interactions across all touch points within the marketing funnel via our first- and third-party data integrations.”
“It’s imperative for us to be able to create value from the vast amount of data at our disposal, not only to ensure accurate audience targeting for advertisers, but also to improve user experiences based on privacy compliant first party data,” said Evan Pfeffer, VP of Programmatic Solutions at Bustle Digital Group. “Through Magnite, we are able to more accurately identify addressable audiences, while also personalizing the experience for our readers.”
“LG Ad Solutions and Magnite together are committed to leading industry collaboration to solve the biggest challenges faced by advertisers today,” said Serge Matta, Head of Commercial at LG Ad Solutions. “Magnite Access comes at a time when advertisers realize audience-first media plans will only be successful if their partners work together to help them navigate increasing fragmentation. We are excited to leverage this cutting-edge technology so advertisers can more easily discover, scale, and activate streaming audience segments with measurable results.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Forward-looking Statements
This press release contains forward-looking statements that involve risks, uncertainties, assumptions and other factors that could cause actual results and the timing of certain events to differ materially from those set forth in or implied by such forward-looking statements. All statements other than statements of historical fact are forward-looking statements, including, but not limited to, any statements concerning anticipated benefits related to new products or offerings or enhancements to the features or functionality of Magnite’s platforms, including the adoption of audience solutions. Important factors that could cause actual results to differ materially include: market acceptance of our product and offerings; the reaction of clients, vendors, and competitors to the announcement of new products and offerings; the impact of technological development and competition; design, manufacturing or software defects; changes in client preferences or demands; as well as other factors detailed from time to time in the reports Magnite files with the Securities and Exchange Commission. Forward-looking statements are not guarantees of future performance or events and investors are cautioned not to place undue reliance on any forward-looking statement. Furthermore, forward-looking statements speak only as of the date on which they are made, and, except as required by law, Magnite disclaims any obligation to update these forward-looking statements to reflect future events or circumstances.
Media Contact:
Charlstie Veith
cveith@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
Media owners and advertisers require a range of audience, data, and identity tools to empower their omnichannel businesses as identity shifts toward the sell side. Launching the Magnite Access suite is the culmination of continued innovation across a number of solutions that enable media owners to embrace new ways of activating audience data at scale. By making audience data more accessible, actionable and addressable, media owners can maximize the value of their audience data assets, while advertisers can continue reaching their desired audiences across channels.
Simplifying the complicated
In this emerging audience and identity paradigm, media owners can play a pivotal role in shifting the onboarding, activation and ultimately the decisioning to the sell-side. Magnite Access provides media owners with the toolkit they need to activate audience segments based on encrypted first-party data, contextual data and behavioral data, providing them with the foundation they need. This foundation supports a thriving open internet that can meaningfully compete with walled gardens.
Magnite Access is an omnichannel audience product suite that makes it easier for streaming, display, and online video media owners – and their advertisers – to maximize their data assets today and in the future.
Magnite Access Includes:
- Magnite DMP for first-party audience creation and management including contextual segmentation.
- Magnite Match to match and share encrypted first-party data.
- Magnite Storefront for activating buyer and seller first-party data and the buying and selling of third-party data–from discovery to activation.
- Magnite Audiences are cross publisher segments that drive new revenue for publishers.
Interoperability by Design
Magnite Access was built with interoperability in mind. Advertisers and media owners can leverage their own audience data by onboarding their data to Access directly or via first- and third-party DMP Integrations. Media owners can choose to activate segments created in the Magnite DMP within Magnite or in another platform of their choice. And both media owners and advertisers can choose to activate encrypted first-party data either by leveraging Magnite Match or by using one of our third-party clean room integrations. By building interoperability into each of these solutions, Magnite Access provides media owners and advertisers with the flexibility their business needs.
From Onboarding to Activation
Within Magnite Access there are multiple paths to first-party data activation. The Magnite DMP, for instance, makes it easy for media owners to translate audience insights into first-party segments. There, media owners can seamlessly create and activate audiences in real-time using both manual and automated methods of segment creation.
With Magnite Match, advertisers and media owners can onboard their encrypted first-party data. Match leverages privacy enhancing technologies to activate that data across Magnite exchanges without the data sets ever being decrypted. And if a media owner or advertiser simply wants to onboard their self-curated traditional audience data, they can access their first-party data and a wide array of third-party data sets within the Magnite Storefront.
Once data has been onboarded within Magnite Access, media owners and advertisers can add to, expand, and transform their audiences. A media owner could, for example, start with an audience created in the Magnite DMP, add on recommended third-party audiences for scale, and then transform their cookie-based audience into CTV IDs for activation on Magnite Streaming. Alternatively, an advertiser could upload a set of encrypted first-party data (via Magnite Match) and activate it across both ClearLine and DV+.
With each of these steps, media owners and advertisers will be able to review real-time reach and forecasting numbers so they can understand the impact of the changes they’re making. Regardless of the data a buyer or seller wants to leverage or how much scale they’re looking to reach, they’ll be able to find and activate what they need in Magnite Access.
Unlocking the value of audience data
As audience addressability evolves, there’s an opportunity for media owners to leverage their direct relationships with consumers and shift decisioning to the sell side. Even in an unpredictable future, media owners can use flexible approaches to activate against the audiences their advertising partners are looking for. The scale of Magnite’s media owner and advertiser relationships across an ever-growing omnichannel space – including streaming and display – provides a breadth of audience activation that is difficult to find outside of the walled gardens. Ultimately, Magnite Access is being built to enable media owners to maximize the value of their data and inventory assets today while starting to build for the future.
We will further explore the possibilities and opportunities that Magnite Access unlocks in future blog posts for buyers and sellers. Please look forward to additional content and we welcome you to reach out to your Magnite account manager if you would like to learn more about Magnite Access.
Odeeo is an in-game audio advertising platform that amplifies the in-game experience for consumers with non-intrusive audio ads.
Magnite spoke with Odeeo’s CEO, Amit Monheit, about how and why brands should consider reaching engaged consumers with an in-game audio advertising strategy.
Who is Odeeo? How do you work with Magnite?
Odeeo is an Israeli startup founded by veterans of mobile and in-game advertising that started with the mission to enable brands to reach the most engaged audiences by uniting the most powerful ad technologies – audio and gaming – for the first time. We launched in 2021, raised funding from the top gaming VCs and media owners, and we’re now live with four of the five top game publishers by size in the world, along with hundreds of games of all sizes.
We integrate with Magnite to make our global inventory available programmatically so that advertisers can bid on fully transparent, 100% viewable, 100% audible premium in-game audio ad placements.
Give an example of how brands can reach consumers via in-game audio ads.
Our audio placements happen during live gameplay – based on wherever the game publisher decides is best. Audio will start in the background, and a visual component (either a banner or our custom icon) will appear on the screen for the duration of the audio ad. The user continues gameplay while the audio plays without interrupting the experience. Global brands like Red Bull and EE have used our placements to drive brand awareness in their local markets for specific campaigns and new products.
How does Odeeo approach the user experience for in-game audio ads?
Coming from the gaming industry, we are obsessed with the player experience and developer needs. The wrong ad placement or experience can drive players out of the game, so we’ve worked closely with mobile game developers to deliver an experience that retains players and drives brand results.
What are the benefits of using audio for in-game advertising?
In contrast to other audio channels, mobile games have as close to 100% of the listener’s attention as possible. The player is fixated on the game and, therefore, will be more tuned in when the ad appears. The result of this is improved effectiveness for campaigns; we’ve seen a double-digit brand lift and favorability, and some direct response advertisers have seen significant improvements in their conversions and ROAS.
What are the challenges of using audio for in-game advertising? How do you work to remedy them?
In-game audio is a brand-new placement, so most advertisers are attempting to leverage their existing audio assets from podcasts or streaming audio. We also find that many advertisers haven’t explored digital audio yet, even if they have a gaming strategy in place.
Our focus is on educating the market about the synergies of mobile gaming and audio, and about how our solution fits into their broader strategies. We’ve seen significant success in a short amount of time and are excited to share that with more advertisers.
What are your thoughts on the future of in-game audio advertising?
Over 90% of games in the app stores are monetized with ads – and in-game audio ads can help game developers create a better experience overall for their players. We’re excited to see the rapid adoption of in-game audio and expect it to rapidly become one of the standard placements for all kinds of publishers.
With one of the largest online populations in the world, Indonesia’s digital boom shows no signs of slowing down. This includes a rapidly growing ecommerce market with 30 million people transacting online today.
As Indonesian digital usage grows, marketers need to rethink the customer journey and be adaptable to their changing needs and preferences. The traditional linear consumer journey is no longer applicable in the modern age of digitalization. Magnite’s audience research “Decoding the Connected Indonesian Consumer” with Milieu Insights dived into key consumer media behavior and ad preferences in Indonesia to inform marketers on the best way forward.
Reach Indonesian Audiences Where They Are
Consumer-centric marketing is about reaching the right consumers where they are most engaged. An omnichannel strategy entails understanding your audience and each channel’s unique characteristics to create a cohesive brand experience.
Magnite’s research revealed 88% of Indonesian internet-connected consumers are active open internet users across OTT streaming, gaming, music streaming and digital news/ magazines. This translates to an estimated 197 million Indonesians active on the open internet. Furthermore, they are heavy users spending at least 10 hours across these channels, with OTT streamers spending 20.7 hours per week streaming videos and gamers spending 19.2 hours per week gaming. Even active user-generated content (UGC) video and social media users widely use the open internet.
Multiple channels clearly stood out during specific times of the day – digital news during breakfast, music streaming while commuting, and OTT/CTV video streaming at night. Understanding channel usage and reach these audience segments when they are online is key to maximizing marketing outreach.
Mobile First, CTV Next
The average Indonesian spends four hours a day accessing the internet on their mobile device – twice the USA average, according to McKinsey. Indonesians remain mobile first, where 88% of video streamers are streaming via smartphone, 96% of digital readers are browsing digital news/ magazines on mobile, and 93% of gamers are playing mobile games.
Mobile is also used as a complementary device by consumers to engage in actions related to show content when watching TV. More than half (56%) are messaging friends and family about the show, and 47% search online for products from the shows or ads. However, there is a growing interest in CTV which (26%) has overtaken free-to-air TV (20%) as the preferred TV device among video viewers. Having a mobile strategy is table stakes, but it’s important to take note of the growth in big-screen adoption, especially digital screens.
Multi-Channel, Relevant Ads Deliver Greater Impact
Mass marketing is no longer the solution; marketers need to leverage one-to-one personal messaging for more meaningful interactions that add value to the consumer ad experience across multiple touchpoints. Ad experience matters, where relevance and non-repetitiveness ranked highly for watchable ads.
56% of Indonesians better recall ads that include products relevant to them. Even among gamers, the importance of quality triumphs getting rewarded when it comes to ads. Ad relevance (51%) was the most important factor in increasing gamer willingness to view an in-game ad, higher than the ability to exchange for gaming rewards (33%).
Ad performance remains top of mind for advertisers where ad impact is still a key metric of successful reach. Indonesian consumers are ad receptive across all channels, with more than half engaging in some form of post-ad action. Across post-ad search and purchase behavior, a multi-channel ad impact is stronger than a single channel. 67% of Indonesian online users search for the product advertised online, while 57% make a purchase after viewing an ad across multiple platforms.
The Future in Indonesia: Data-Driven Omnichannel Advertising
What does this mean for advertisers and brands? The need to craft valuable relationships with consumers by being relevant will only grow. Buyers need to select the right platforms to form their media mix and leverage data for better addressability in a privacy-proof way to enhance the consumer buying journey. However, this does not have to be an extensive effort. Buyers can scale it with programmatic activation to access a wide range of digital formats and tap on its precise targeting, measurement and optimisation capabilities for real-time ad personalisation and messaging to the right audience.
Ultimately, advertisers should tailor their strategies to the multi-channel era and collaborate with media owners to reach audiences wherever they are. With informative, entertaining and relevant content, brands can craft a positive association, with the help of data and tech to create personalized experiences and meaningful interactions.
Magnite and SpringServe’s technology will support Banijay Rights global expansion of FAST services
LONDON – May 31, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, announced that Banijay Rights, the global distribution arm of content powerhouse Banijay, has chosen Magnite and ad server SpringServe to help monetise its free, ad-supported streaming TV (FAST) platforms.
Banijay Rights will leverage Magnite’s SSP and SpringServe’s ad server technology across its FAST channel inventory globally. Banijay has produced world-famous shows, including Deal or No Deal and Survivor, and these technology integrations with Magnite and SpringServe will help deliver broadcaster-level premium inventory across this high-quality content. Banijay Rights recently announced the launch of its new FAST channel, Horizons, featuring premium UK entertainment content from its 160,000-plus hour catalogue. Horizons was added to its suite of live FAST channels in September – which now stands at 22 FAST channels and over 110 live streams.
Magnite’s SSP will provide Banijay with monetisation tools specifically built to support premium, long-form video and high-quality viewing experiences. SpringServe’s ad serving capabilities offer Banijay enhanced insight, transparency, and control to enable more efficient and accurate management of advertising for more optimal video ad experiences. Banijay will have access to ad serving innovations including SpringServe’s BingeWatcher product which automates the creative review process to help improve ad experiences and drive campaign success.
“We are always looking to take a proactive approach when monetising our FAST channels so working with leading technology platforms in advertising – Magnite and SpringServe – is a great fit for our strategy,” said Shaun Keeble, VP Digital at Banijay Rights.
“Ad-supported streaming is growing steadily due to consumers’ desire for more choice and access to high quality TV content,” said Sam Wilson, Managing Director of CTV, EMEA at Magnite. “We’re looking forward to capturing this opportunity with Banijay by helping them gain greater insight and control around their inventory and using those learnings to aid in improving monetisation.”
“The need to deliver a premium ad experience to complement streaming inventory is vital to success for FASTs,” said Sarah Gaudszun, Commercial Director, EMEA at SpringServe. “Our collaboration with Banijay Rights will help them more effectively manage advertising and we look forward to collaborating with their team to provide a premium experience for viewers.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
About SpringServe
SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to help increase ad performance and revenue from media sales. For more information, visit http://www.springserve.com.
About Banijay Rights
Leading global distributor, Banijay Rights, represents a world-class, multi-genre portfolio of 160,000 hours of standout programming. Handling the distribution for content powerhouse, Banijay, the division specialises in the exploitation of premium scripted and non-scripted brands to broadcasters worldwide.
Representing quality, excellence and experience in the business of linear and non-linear television and ancillary activity across all platforms, Banijay Rights’ catalogue encompasses a host of top titles from Banijay’s 120+ in-house labels, and a number of third-party producers, spanning drama, comedy, entertainment, factual, reality, family, formats and theatrical.
Delivering high-quality IP, which was born locally and travels globally, the distributor offers the best stories told the best way. Its landmark brands include Survivor, Big Brother, MasterChef, Peaky Blinders, Rogue Heroes, Marie Antoinette, Temptation Island, Grantchester, Deal or No Deal, Biggest Loser, Home and Away, Love Triangle, Mr Bean and Black Mirror.
Built on independence, creative freedom, entrepreneurialism and commercial acumen, Banijay Rights operates under the direction of Chief Executive Officer, Cathy Payne.
Magnite Media Contacts:
alice.stephens@withpr.com
+44 (0) 20 7249 7769
klim@magnite.com
+1 (917) 658-1994
Matthew, our senior manager of advanced solutions, takes us through a typical day in his life.
Magnite’s Day in the Life series dives into the various people and teams that make up the world’s largest independent sell-side ad company.
How would you explain what you do to someone outside the industry?
My role is comparable to a sales engineer or an ad tech consultant where, ultimately, our end goal is to make every single ad impression relevant across every medium. I’m looking to provide bespoke solutions for buyers to spend their money effectively and for media owners to have the controls and efficiencies to maximize their yield and user experience.
How did you first break into ad tech?
I’d spent a few summers in college with Major League Baseball at their headquarters in New York, where I was originally exposed to ad tech for the first time.
Later, I started my career at SpotX after graduating from Washington University in St. Louis with a degree in marketing and a focus on computer science. I started out with our Advanced Solutions Group, which was leading SpotX’s break into the connected TV space at the time.
How does your department/team help support Magnite/Magnite’s clients as a whole? What other departments do you facilitate the most?
Our team interfaces with nearly every part of our organization, internally and externally. That gives the Advanced Solutions team a strong look into the flows and trends of the entire ecosystem. We interface with agencies, server-side ad insertion and content providers alike. So generally, your role within Advanced Solutions determines how much time you spend with each department.
Our team is a part of the commercial team. But, individually, I spend a lot of time working alongside our Demand Facilitation, product and partnerships teams.
What does a typical day at Magnite look like for you?
One of my favorite parts about working for such a dynamic team is that my day-to-day life often looks different depending on the week. It’s filled with a mix of internal and external innovation discussions with pipeline and current partners.
When I’m not in meetings, I spend a lot of my time troubleshooting publisher-side. I also work directly with our international clients in JAPAC, spending afternoons and nights liaisoning with them due to the time change. Additionally, I continue to look at opportunities for Magnite to grow outside of the partnerships that we have today.
When I’m in the office, once I’m done with a majority of my daily responsibilities in the afternoon, you can probably find me playing a quick game of pool with my Magnite buddies.
Talk about a recent project that you’re proud of yourself/your team for accomplishing.
I’m definitely proud of the efforts that have come from myself and the Advanced Solutions team when it comes to addressable television.
The work we’ve done on the addressable linear front brings in new partners and brings one-to-one addressability into traditional cable and satellite environments. This year we’ve launched with several new linear partners that have provided an additional medium for our buyers to delve into. It allows brands and agency partners to expand their audience-based buys and incremental user reach.
What do you enjoy most about your role?
My team and the other Magnite teams that I work with on a daily basis. I interact with a very bright group of individuals that not only help me grow my knowledge of the ad tech ecosystem but also inspire me to work harder every day and continue to grow Magnite as an organization.
Additionally, it is exciting to lead key initiatives internally, including partnership launches like Project OAR and OpenAP.
Do you have any advice for people looking to learn more about ad tech/your particular department?
Ad tech can be very confusing and overwhelming when you first jump into it. You have to grow your acronym glossary by 10x.
It’s beneficial for folks that are new to ad tech to dig into every partner, contributor and role in the ad tech workflow, from how a server-side ad insertion (SSAI) vendor works to stitch the final ads into an end user’s stream, to the role of an ad server, SSP and DSP.
It’s definitely an industry that you can get siloed in. I think it’s really helpful to understand the full end-to-end process to see how every single piece of the puzzle fits together.