Streaming TV advertising is taking a step toward the future. This week, TV advertising agency Marketing Architects launched a new platform for CTV advertisers called Annika Streaming. Based on technology initially developed for linear TV, Annika Streaming buys CTV and streaming inventory more efficiently than current marketplace offerings allow. This enables performance brands to capitalize on streaming’s potential.
Annika’s development began six years ago when Marketing Architects built an AI-powered DSP for linear TV. The platform was designed to evaluate custom audience and performance criteria, set it against market trends and historical data, then calculate which media buys will drive the best ROI for individual brands. The result was a linear TV marketplace that delivered premium inventory for TV advertisers without premium price tags.
But as viewership shifted to streaming and connected TV, it was essential brands follow consumers to the channel. Unfortunately for performance marketers, streaming’s promise of advanced targeting and measurement capabilities has been overshadowed by its high prices, typically 5-10X higher than linear TV.
To close this gap, Marketing Architects spent the last two years building a proprietary streaming capability, bringing the efficient prices Annika achieved in linear into streaming and CTV. Now, Annika Streaming solves some of the biggest challenges for performance marketers on the channel.
- Pricing: Annika Streaming obtains rates significantly more efficient than industry-leading third-party DSPs. These are achieved through a data-driven approach that benefits streaming publishers and advertisers alike.
- Targeting: The platform offers several layers of contextual, geographic, and dayparting targeting capabilities, plus retargeting.
- Distribution: Annika is fully integrated with dozens of streaming publishers and buys inventory available on Roku, Chromecast, Amazon Firestick, and smart TVs.
- Measurement: With Annika, advertisers get access to multiple measurement models running in parallel, including IP address tracking and holdout groups for incrementality testing.
Marketing Architects clients had first access to Annika Streaming, which they are currently using to complement linear TV campaigns. The platform is available to select new brands starting this week. Learn more by visiting marketingarchitects.com/streaming.
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