VIEQUES, PR – Underlying the just announced consortium formed by Fox, Turner and Viacom called OpenAP is the reality that audience-based television selling is “complicated and complex,” according to David Porter, Turner’s VP of Ad Innovation & Programmatic Solutions.
To speed advertiser adoption, the three media companies are hoping to make it much easier for brands to define their specific audiences and target them most efficiently, in a consistent manner, with publishers of their choosing. Measurement of campaign outcomes will be reported in a consistent format as well.
“We now have to become very data-centric and almost data experts in order to execute audience-based buys,” Porter says.
Among Turner’s contribution to OpenAP is the more than 100 linear TV, audience-based deals the company has executed to date, Porter explains in this interview conducted at Beet.TV Executive Retreat 2017 by Ashley Swartz, CEO of Furious Corp. Turner has learned a lot along the way.
“When setting up these campaigns, there’s a lot of friction in defining the audience segment,” Porter says. In addition, there’s the job of “getting the advertiser to help us figure out how we’re going to score that with historical viewership data and build that audience segment.”
As ADWEEK reports, OpenAP’s goal is to create a standard audience targeting platform that will allow for more transparency in audience buying and consistency of data use. OpenAP, which will go into beta this summer, will factor into the companies’ upfront talks this year, according to ADWEEK.
“The OpenAP announcement is huge because it will enable scale and efficiency in the industry,” Porter says.
Turner has been offering “two flavors” of audience targeting guarantees: a double guarantee on both the demo and the audience segment within a single network, and a “true audience impression guarantee across our portfolio,” he adds. “Our core proposition is that we can move through a whole continuum of KPI’s.”
This video is part of a series produced at the Beet.TV executive retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
