I've been telling everyone to get on board the connected TV advertising train for some time, but then I never gave you a list of all of the places that are doing connected TV advertising. My apologies, I've been remiss in my duties. So here it is, the list of who's already in connected TV advertising and what they're offering.
There are few major players in the space that are directly offering a targeted ad platform for connected TV. YuMe is probably the most advanced as it's being integrated right into TV from LG and Samsung. I expect that all of the major online video ad networks are already working on connected TV specific services, if they're not already in this list, and I think they need to have them out by holiday 2012 because there's probably going to be a big uptake of connected TVs and devices - mostly because almost everything on the market will offer that as a standard feature.
Adap.tv has also been preaching about the growth of connected TV and with it, the advertising opportunities. They've also got some offerings that help advertisers get their message out to the connected TV audience. Here's what they had to say in a recent email:
Adap.tv's end to end platform covers web, mobile and Connected TV. Specific to Connected TV, Adap.tv offers buyers and sellers the ability to trade pre-roll, mid-roll and post-roll ad types. We offer the premium television and web video content available on many of the major Connected TV platforms.
adRise looks to be aiming for the in-app advertising crowd as they claim you can 'distribute to all platforms,' which sounds like the ad serving is embedded in the app before it's delivered to the networks. That could be an invalid assumption, but since their site is extremely sparse on information and their blog has been silent since January, 2012 there's no way of knowing aside from actually contacting them. No listing of what kinds of ads they offer.
Rovi is hooked into the connected TV platform and just recently announced new metrics that go hand-in-hand with the connected TV advertising that can be done on their platform. From a recent press release on the analytics:
The advanced reporting capabilities can combine census-level measurement with key metrics such as uniques, impressions, clicks, time spent, video views and user actions within micro-sites, to provide a comprehensive view of campaign results across the multiple digital platforms Rovi serves. These key performance metrics, which can be filtered by a range of criteria including daypart and geography, will enable advertisers to clearly measure the effectiveness of advanced TV ad units.
- branded microsites
- banner and tower ads
- Product Showcase, Entertainment or Lifestyle Portal sponsorship
- Storefronts, Email campaigns, advertorials, contests, polls, trivia, games, sponsored calendars
Their platform is integrated by Samsung, Toshiba, Panasonic and Sony.
Tremor offers a connected TV ad unit in their Ad Lab which appears to be banner ads as well as pre-rolls in-app before the content plays. There's not much information on the site about what they offer.
TubeMogul dropped me an email to let me know that they also have connected TV options. They offer 15 and 30-second video ad placement which are placed as pre-, mid- or post-roll on user-initiated content and run full-screen. They offer an ad exchange that can reach a wide range of devices including game consoles, set-top boxes, and smart TVs. Social networking is built in with the ability to share out to Facebook and Twitter. Also available are surveys, and branded apps. Analytics include impressions, views, average viewing time, completion rates and geo-based information.
This is made possible by both direct partnerships with platforms like adRise and Rovi. ...we are the first real-time buying platform to offer connected TV (with attendant transparency/optimization benefits from that). -David Burch, TubeMogul
Added from comments and email I received:
Videoplaza empowers broadcasters, publishers and ad networks to maximise their advertising revenues from the New IP-delivered TV. Videoplaza's sell side ad management platform, Karbon, is used to monetise video experiences across PCs, mobile devices, tablets, game consoles, IPTV and Smart TVs. We are headquartered in London, with offices in Europe and Asia and work with clients across about 20 countries.
- Linear - Pre-, mid- and post-roll ads and VP Ad Selector (giving a user the option to select which advert they want to watch. Users select from between 2-6 ads from different campaigns.) and VP Takeover (a traditional linear ad, which takes the standard preroll or midroll and raises the impact by taking over the full screen when the ad is showing.)
- Non-linear overlays
- companion banners
- Flash, Silverlight, HTML5 (on demand & live)
- Smart TVs (Samsung, Sony etc)
- IPTV Platforms (Free, SFR, YouView etc)
- Gaming consoles (PS3, Xbox etc)
YuMe Connected TV
YuMe has an SDK built into specific connected TVs (LG & Samsung) and consumer electronics. Their Connected Audience Network and ACE Relevance Engine offer ad placement on the 'home page' of some devices which can click to video, app or information.
- First Impression - Home page ad placement which clicks to a video, app or more information
- Search & Result - Banner ads on the keyboard (search input) screen and on the results pages
- In-app pre-roll - Shown when app is loading information or content or prior to app content appearing. Also offers banners in apps.
- Third-party research brand studies
- Interstitial - Plays while the app is loading.
That's a Wrap
To me, it seems that YuMe has the most mature and robust platform which is probably why they nabbed deals with LG and Samsung. I suspect that they might have some others on board by year's end as well.
If I missed someone, please feel free to drop me a line and I'll get you added to this list. It's actually shorter than I thought it would be.