Vizio is using Magnite’s SpringServe technology to improve the user experience and ad visibility for its SmartCast platform.
SpringServe, which Magnite acquired last year for $31 million, is an ad-serving platform for connected TV that specializes in inventory routing, customized ad experiences and other features for publishers.
Specifically, Vizio will leverage SpringServe Tiles, a functionality that allows publishers to create ads for a variety of streaming apps and in any size. This is especially useful for custom creatives – ads that don’t follow an existing design template.
In the case of user experience, publishers can use Tiles to highlight content recommendations or feature non-intrusive display advertising.
SpringServe’s technology is built off IAB’s native ads specifications and “brings new tools to the most important first impression consumers have with their television, the navigation of the home screen,” according to Joe Hirsch, SpringServe’s general manager.
“CTV Native Tiles gives TV manufacturers like Vizio additional non-interruptive ad experiences in the form of pause ads and sponsored scene selection,” Hirsch stated.
Vizio is picking up steam in the advertising space. The smart TV maker scored over $200 million in upfront commitments this year, the funds also cover ad revenue for WatchFree+, Vizio’s free ad-supported streaming TV (FAST) service. WatchFree+ ranks as SmartCast’s second most-popular free app – right behind YouTube.
“SpringServe’s Tiles helps deliver personalized experiences, and simplify the search and discovery process for millions of users, whether searching for subscription or free content,” stated Travis Hockersmith, group VP of Vizio’s Platform+. He noted Vizio is “continuously looking for opportunities” to improve the user experience.
SmartCast, like smart TVs from other OEMs like LG, Samsung and Roku, offers an aggregated platform for streaming services. Vizio took steps to simplify the streaming process by launching in August Vizio Account, a tool that allows SmartCast users to sign up for and manage subscriptions in one place.
Plex, also a proponent of streaming aggregation with its one stop navigation window, earlier this year selected Magnite as its preferred supply-side platform and SpringServe as its primary ad server.
Magnite just scored a partnership with Fox to enhance the media company’s programmatic advertising business. Further expanding its CTV advertising options, Magnite is using LG Ads’ automatic content recognition (ACR) data to help advertisers improve campaign reach across CTV and linear.