Allen Media Group’s The Weather Channel (TWC) is enhancing its advanced advertising arsenal with Amobee’s ad tech platform, in a move to launch more data-driven linear ad campaigns.
TWC will optimize those campaigns using advanced audiences activated through OpenAP. OpenAP’s platform centralizes data activation for various TV distributors like Disney, AMC Networks and NBCUniversal, while helping marketers narrow down their audience targets.
With Amobee and OpenAP’s technology, TWC says it’s aiming to minimize ad waste and duplication as well as find new, data-informed campaign opportunities in real-time.
“Savvy marketers increasingly need to reach precise audiences, and having the right data, technology and interoperable partnerships is essential,” said Barbara Bekkedahl, president of ad sales and client partnerships at Weather Group, in a statement.
Mitigating ad duplication is crucial to ensure multiple advertisers aren’t awarded for the same sale, which can happen if a consumer sees the same ad on different platforms. Nielsen has attempted to solve this problem, recently coming out with an ad deduplication tool for YouTube.
Chris LoRusso, chief business officer at OpenAP, noted in a statement TWC will leverage the partnership to “enable consistent audience definitions to be used for linear optimization planning, targeting and measurement.”
“Advertisers can leverage first- or third-party data to build optimized media plans to drive incremental reach and take a more holistic approach to data activation,” he added.
Advertising in general is a hot market right now, especially with Disney and Netflix planning to introduce ads to their streaming services. Inventory sellers will likely remain busy as ad dollars keep flowing out of linear TV and onto OTT platforms, One Touch Intelligence’s Michael Grebb notes in a June Fierce Video column.
TWC is amplifying its linear ad capabilities alongside its streaming assets. The network in May launched its first direct-to-consumer subscription app, consisting of both livestream and on-demand programming.
But the app’s chance to thrive is up in the air. Some analysts previously shared insights with Fierce Video on whether TWC could attract a strong enough niche audience.