Today we are celebrating a proud achievement at clypd – we were granted a key patent (9,924,210: COMPUTER SYSTEM AND METHOD FOR TARGETING CONTENT TO USERS VIA MULTIPLE TECHNOLOGY PLATFORMS), which outlines features for targeting advertising and entertainment content to people, whether they are watching on traditional television or on digital devices. Read More
When we started clypd in 2012, we were one of a very small group of companies singing the dream for data-driven, audience-optimized TV ad sales. We envisioned the future of TV advertising to be one in which marketers would seamlessly reach their target audience with efficiency and media company sales teams would be armed with tools to enable this audience-based approach while maximizing yield.
While we continue to belt out these same tunes five years later, we are now joined in by a chorus as the targeted linear TV vision becomes a reality. As quickly as these shifts are happening, there is a long way to go. Today’s announcement of our collaboration with Nielsen will have substantial impacts within the television advertising landscape. Read More
Television advertising remains the most powerful branding vehicle as there is no better way to realize the reach of that medium. Digital advertising, while lacking the same reach does provide opportunity for specific targeting, granular measurement, ad unit customization and interactivity. The lean-back environment of the television viewer does not necessarily lend itself for an interactive ad experience, but the digital delivery of YouTube TV does allow for ads customized on the viewer’s audience characteristics or on their behavior.
The initial carriage agreements provide YouTube with ad sales rights for the inventory which otherwise would have been earmarked for local advertising by the MVPD. There is also an undisclosed revenue share between YouTube and the content owner for those YouTube-sold ads. There will likely be further coordination between these parties involving addressable ad targeting for the content owner and bartering of ad inventory.
Google’s announcement of YouTube TV last week is one that will be seen as an inflection point for the world of media and advertising.
YouTube TV, originally code-named “Google Unplugged” is the latest “Virtual MVPD”, joining DirecTV Now, PlayStation Vue, Sling TV and offering a set of live TV channels through digital means (as opposed to traditional MVPDs who deliver television to the home through their own infrastructure like satellite, telecommunications lines and terrestrial cable) for a monthly fee.
While each of these players have their own unique features, they are generally providing the same set of offerings: a “skinny bundle” of TV networks, available for viewing on any internet connected device at a very competitive price point as compared to the larger bundle of many channels from your local cable provider. Basic feature set similarities aside, YouTube TV, by nature of its parent company, will create waves, not ripples across the sea of TV viewership, distribution, and advertising.
We all have certain activities we do in our daily and weekly lives that could stand for some enhancements.
Imagine if your hour-long grocery adventure each week could be completed in minutes. But will your cupboards be without the kids’ favorite snacks? Will paying for your purchase require a second job? Improvements are great, but you need to remain in charge and ensure that any incremental benefits are not wiped out by negatives. At clypd, we recognized that there is an opportunity to take this food shopping analogy to TV advertising.
The television advertising landscape has recently been flooded by a deluge of innovation. While this exciting activity is creating incremental opportunities by way of enhanced ad sales strategies, insightful analytics and a growing alignment with digital video, we mustn’t ignore the foundational tactics on which TV advertising is supported.
Video consumption through digital means has skyrocketed, thanks in part to Google’s absorption of YouTube in 2006. Meanwhile, television has also continued its upward growth, despite industry expectations. The higher media consumption patterns offer media companies, marketers, and technology companies a huge opportunity to unite the two watching streams, but it’s not without its challenges.
In my former life in the world of digital video advertising, we looked to leverage “cross-screen digital video” as we quickly recognized that “online video” was not going to be restricted to the personal computer. This proved to be true as folks watched the latest Boston snow storm reports from a work computer, then laughed at a Louis C.K. skit via an iPhone from the caboose of the disabled MBTA and later, enjoyed Sophia the First with their kids on an iPad.
The product and engineering teams at clypd focus on building features that enhance the way that TV advertising is sold. Innovation is an amazing thing, especially in an established business like TV media sales, but innovation without consideration for the people that use the systems and tools will not thrive. Understanding this, everything built at clypd also has a goal of respecting the both user experience while ensuring utility of the features.
We recently released an oft-requested view into the pricing associated with media. As a media partner, I need an understanding of how my media pricing rules scale with volume. As a media planner, I need to know not only how much inventory exists for a particular set of targeting criteria, but the price associated with it.