Xandr, AT&T’s advanced advertising company, today announced the expansion of its premium video marketplace to include all of Australia’s premium, commercial broadcasters.
The most recent quarter saw Xandr post impressive international growth across digital video, and specifically, Connected TV (CTV). In Australia, high growth in video has been driven by Australia’s largest broadcasters adopting its strategic selling platform Xandr Monetize. Broadcasters now working with Xandr in Australia include Nine Entertainment Co., Seven Network, ViacomCBS/Network Ten, SBS and Foxtel Media.
Xandr’s growth locally has mirrored the rise in Connected TV (CTV) and Broadcast Video On Demand (BVOD) consumption, with a 17 per cent year on year increase, to 7.38 million Australians, watching streaming content on a device every day and BVOD consumption up 40 per cent year on year.
“Xandr is building the premier digital video marketplace in Australia, and we are focused on improving the CTV experience for advertisers, content owners and consumers,” said Mark Serhan, Senior Account Director, Xandr [pictured]. “We are delighted to be working with Nine, Seven, Ten, SBS and Foxtel to achieve this goal as CTV and Live Video continues to grow rapidly here.”
Foxtel Media Executive Director of Agency Sales, Nev Hasan, said: “Xandr’s platform offers a great diversity of demand, and we’re excited to offer buyers the opportunity to build their brands and reach audiences across CTV and BVOD channels.”
Powering an open and global marketplace that supports all industry participants, Xandr is continuing to invest in emerging channels like BVOD, CTV and over-the-top steaming (OTT). Solutions such as Prebid Server Premium, video taxonomy and a holistic approach to identity have contributed to Xandr’s successes in 2021.
Prebid Server Premium
Xandr’s Prebid Server Premium offers server-side header bidding across all formats and channels, including digital video and connected TV inventory, giving sellers a unified view of header bidding performance across all demand, formats, and channels, while providing actionable insights to improve performance or troubleshoot issues.
SBS National Digital Operations and Technology Manager, Lee Callagher, said “We have been working closely with Xandr on the Prebid Server Premium product integration, which aims to provide us with a streamlined view of programmatic demand. This is critically important for continually improving the user experience. Xandr’s offering allows for increased supply access for SBS advertisers whilst giving us greater frequency and ad experience controls across SBS On Demand.”
This includes Xandr’s unified taxonomy for all video content object fields, such as genre, rating, delivery type (live or on demand) and duration, so that users of the Xandr marketplace can transact and report on a clearly defined and manageable set of OTT content descriptors, gaining critical insight into where their ads are running.
ViacomCBS/Network Ten Programmatic Group Sales Manager, Adelina Moon, said: “It was important for us to find a partner like Xandr who was building the future of content targeting for programmatic advertisers. Offering superior CTV content targeting opportunities is a big part of our go to market strategy and Xandr helps us bolster that offering for our clients.”
Seven Network Head of Programmatic Sales & Audiences, Luke Smith, said: “CTV and BVOD are both important growth sectors for advertisers. We’ve actively looked to increase the size of our logged in first party data through our content led strategy. The fact we can offer known users and identity provides advertisers with a wealth of rich addressable and demographic data to better plan and execute their campaigns. Xandr’s platform enables us to surface this data in a safe and privacy compliant way,”
Please login with linkedin to commentXandr
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]