Kelly Scott Madison and Securian Financial Among First to Run Programmatically Bought Addressable TV Ads on AMC Networks
Kelly Scott Madison has begun running programmatically bought linear addressable TV ads through its DSP partner The Trade Desk and content partner AMC NETWORKS. The approach gives KSM clients the ability to dynamically insert linear TV ads in real time, representing yet another milestone in the advancement of CTV inventory.
Sara Lemmermen, VP of investment solutions at KSM has been looking forward to this for a while. “We’ve heard a lot from our DSP and media partners about these types of activations being on the horizon, so we’re really excited to now take advantage of this first-to-market opportunity with The Trade Desk and AMC. Making this inventory available on a real-time basis through programmatic is a game changer in terms of delivering expanded agility and in-house measurement within the linear TV space. It’s really going to help us continue to bridge the gaps between live linear and digital video inventory,” she said. Lemmermen added that Securian Financial is one of KSM’s first brand partners to take advantage of this approach, leveraging it for their Every Moment Counts campaign as they look to extend the power of CTV in a period of expanding video viewership.
“We’re always seeking opportunities to innovate within both our media and our company,” Securian’s Enterprise Brand Manager Joe Lutz said. “The ability to purchase live linear ads programmatically opens up exciting opportunities to reach our audience of family investors in new ways. We look forward to seeing how it will extend our campaign and ultimately aid in our mission to help families, no matter how you define them, build more secure tomorrows.”
The addressable TV space has undergone rapid changes over the past year, as SSPs, DSPs, and device makers alike race to bolster their inventory and tech offerings in hopes of capturing a piece of rising CTV ad spend. Perhaps the most coveted prize among addressable TV advancements has been the prospect that live linear TV would become available to purchase programmatically via real-time-bidding in 2021, providing brands and agencies more immediate control over timing, targeting parameters, and measurement in the linear space. It’s been a particularly enticing possibility given the latest estimates from Simulmedia and Nielsen claim that a majority of TV viewing time (76% percent) still comes from non-streaming viewership, proving the continued power of linear TV in the overall video ecosystem.
“Finally going live with these activations is a big moment, but it’s really just the beginning. There’s lots of work ahead in terms building scale. That’s why we’re looking forward to tapping more partners over the coming months to continue expanding KSM’s programmatically bought addressable TV offering for our clients,” Lemmermen added. Access to this inventory is made possible in part by KSM’s High Caliber programmatic network, which represents a curated group of partners designed to connect brands with the most trusted content providers and high-quality audiences in the programmatic space.