Xandr - Best Advertising or Campaign Management Platform
Company: Xandr, New York, NY
Entry Submitted By: Matter Communications
Company Description: Xandr was born out of great legacies behind an even greater purpose: to make advertising better for brands and consumers alike. Leveraging the spirit of innovation that began more than 143 years ago and has continued on as a part of AT&T’s legacy, we are uniquely positioned to change the industry and leverage our resources for good.
Nomination Category: New Product & Service Categories - Content
Nomination Sub Category: Advertising or Campaign Management Platform
Nomination Title: Xandr's Invest TV Platform
March 11, 2020 - release date
Audience buying on linear TV has been slow to scale because each network offers its own definition of an audience, making it difficult to optimize across sellers. Invest TV empowers buyers to activate unique audiences and achieve unified reach across today’s biggest media owners—all through a streamlined, automated UI. With direct relationships with premium programmers including AMC, A&E Networks, Crown Media, Disney and WarnerMedia, buyers are given the unique ability to purchase inventory across networks using the same audience definition, while reaching 90% of U.S. households.
In March 2020, Xandrannounced that AMC Networks, Disney and WarnerMediajoined Xandr Invest through a unique solution called Invest TV – the next generation of Xandr Invest. Invest TV empowers buyers to activate unique audiences and achieve unified reach across today’s biggest media owners—all through a streamlined, automated UI. This allows advertisers to reach 76% of U.S. households and 208.2 million viewers a month. Moreover, in November 2020, Xandr announced the addition of A+E Networks and Crown Media to Invest TV, increasing the number of networks available to buyers to 52, with a combined reach of 90% of US TV-viewing households.
With the launch of Invest TV, buyers were given the unique ability to purchase inventory across networks using the same audience definition. Buyers are able to create audience segments using Xandr’s data, their first-party data or data from the respective networks, enrich that with third-party segments and buy the same audience across all media sellers.
Xandr Invest also powers integrated measurement across programmers. Buyers can forecast estimated unified reach across programmers before they buy, and then measure delivery and reach through unified reporting metrics post-campaign.
Since launch, Invest TV has been well received by the market. Initial adoption by leading media and entertainment companies including AMC Networks, Disney, and WarnerMedia signaled the power and reach of the platform, leading to additional partnerships with A+E Networks® and Crown Media Family Networks. Across all programmers plugged into Invest TV, there are fifty-two networks available to buyers, with combined reach of 90% of U.S. TV-viewing households.
Customer testimonials include:
Kim Kelleher, President of Advertising Sales and Partnerships for AMC Networks: “Leveraging new platforms like Xandr allows us to offer new and innovative ways to transact at scale, and puts us all at the forefront of our industry to shape the way TV advertising is transacted to drive the greatest performance.”
Rita Ferro, President, Disney Advertising Sales: “Working with a technology partner like Xandr will further accelerate our advanced advertising capabilities. Having the right technology platform will enable us tooffer buyers unique data sets, unified audience segments, and a self-service tool to improve the experience of buying data-driven linear across the Disney platform.”
Peter Olsen, President, Ad Sales, A+E Networks: “We are pleased to expand our A+E Precision & Performance offerings with the addition of Xandr Invest which complements our relentless focus on delivering on our marketing/advertising partners’ goals by providing access to our valuable audience and our premium content through solutions and platforms, whether direct or automated.”
Ed Georger, EVP, advertising sales and digital media, Crown Media Family Networks: “Our partnership with Xandr, a platform that is leading the charge in this space, allows us to more optimally serve our clients and help them meet their core business objectives.”
Michael Piner, SVP, Video & Data Driven Investment, Mediahub: “We are thrilled to see more of our top media partners make Linear TV content available to book, measure and report through tech platforms like Invest TV.”
https://www.xandr.com/news/amc-networks-disney-and-warnermedia-join-xandr-in-powering-the-future-of-tv-advertising/
https://www.xandr.com/news/xandrs-invest-tv-platform-gains-momentum/
https://www.wsj.com/articles/at-ts-xandr-ad-unit-cuts-tv-deals-with-disney-and-amc-11583885812
https://variety.com/2020/tv/news/xandr-advertising-audience-targeting-tv-1203529708/
https://www.adexchanger.com/tv-2/disney-amc-networks-and-warnermedia-to-sell-linear-tv-through-xandr-invest/
https://www.adweek.com/convergent-tv/disney-warnermedia-and-amc-networks-join-atts-openap-rival-xandr-invest/
https://www.adweek.com/performance-marketing/att-xandr-invest-platform-adds-ae-networks-crown-media/
https://adage.com/article/news/xandr-adds-ae-networks-and-crown-media-its-audience-targeting-platform/2295351