Advertising During the Emmys is Worth it – if You’re One of These Brands

September 17, 2019 in Blog

Between 2014 and 2018, the total audience for the Emmy Awards fell by 35%, with ratings in the coveted 18-49 age group falling by 43%. And yet, advertisers still flock to the annual celebration of television, which leads to an important question: Considering those staggering declines in viewership, is it really worth it to spend your advertising budget on the Emmys?

For three brands returning in 2019, that answer is likely a resounding yes.

Leveraging the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we determined three Emmys advertisers who will reach the right audiences during the Sept. 22 awards show, broadcast on FOX this year.


The luxury German car brand is the official automotive partner of this year’s Emmys, a title that comes with chauffeuring celebrities and nominees right onto the red carpet. Fortunately for Audi, the partnership figures to be a smart decision, as Emmys viewers are more likely to buy three of its models:

  • Q3: Emmys viewers are 17% more likely to be behind the wheel of this AWD crossover
  • A4: Viewers of the Emmys broadcast are 18% more likely to buy this four- or five-door compact
  • A3: Emmys viewers are 8% more likely to own this upscale hatchback

L’Oreal Paris

The international beauty brand is back as an advertiser for its seventh year, despite Emmys viewership ratings declines. While there might be fewer eyes on the show, it remains a strong opportunity for L’Oreal to reach the right audience, as Emmys viewers are 40% more likely to purchase the brand’s products. Three of L’Oreal’s offerings are particular favorites of Emmys viewers:

  • Foundation: Emmys fans are 59% more likely to purchase foundations from L’Oreal’s collection, including Infallible and True Match
  • Moisturizer: Viewers of the show are 57% more likely to use L’Oreal moisturizers like Hydra-Renewal, Age Perfect and Revitalift.
  • Eye Shadow and Liner: L’Oreal eye makeup is a favorite among Emmys viewers, who are 36% more likely to buy the brand’s shadow and liner collections.

United Airlines

United is the Emmys’ official air carrier for a remarkable 20th year in a row. The airline shuttles the Emmy statuettes from Chicago to L.A. annually and extends its advertising efforts by inviting United travelers to pose for photos at the arrival gate with the awards. Their efforts are likely worth it, despite decreasing viewership. Here’s why:

  • Domestic: Emmys viewers are 73% more likely to have flown United in the U.S. in the last 12 months
  • International: Emmys viewers are 37% more likely to have flown United overseas over the past three years

 There are no indications that declines in Emmys viewership will cease anytime soon – but that doesn’t mean advertisers should automatically skip the show. For certain brands, the Emmys still provide a strong opportunity to connect with their ideal audiences.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.

Advanced TV Encyclopedia

September 9, 2019 in Blog

If you find yourself struggling to keep up with the many new terms and acronyms of TV advertising, you’re not alone! Another new medium to add to the mix, advanced TV advertising and all the ad tech that is required to reach your audiences is complex – and so is its related vocabulary.

To help, we’ve compiled the top terms you need to know when exploring today’s TV advertising landscape.

Advanced TV: Any television content that has evolved beyond traditional linear TV delivery models. An umbrella term, Advanced TV is inclusive of Interactive TV (iTV), Connected TV (CTV), Smart TV and Linear Addressable as well as VOD Addressable.

AVOD: Short for “advertisement-based video on demand,” AVOD refers to streaming video-on-demand services that are supported by advertising (e.g., Hulu, Crackle, XUMO).

CTV: Short for “Connected TV,” a CTV is a TV set that is connected to the internet via OTT devices, Blu-Ray players, a streaming box or stick or gaming console, or has built-in internet capabilities and is able to access a variety of long- and short-form web-based content.

Cord Cutters: TV viewers who had traditional cable or satellite subscriptions within the past five years before ceasing those subscriptions in favor of streaming services like Netflix or Hulu.

Cord Nevers: TV viewers who have not had a traditional cable or satellite subscription within the past five years.

Cord Shavers: TV viewers who reduce their cable or satellite subscriptions in order to add streaming services.

 Linear Addressable: The addressable ad inserted into live programming. For example, DirecTV, Dish and Cablevision’s inventory is all linear addressable.

OTT: Short for “over the top,” OTT content is video content transported over an internet connection via a connected device like a CTV or Start TV from a video provider to a connected device.

MVPDs: Short for “multichannel video programming distributor,” MVPDs are services that provide multiple television channels, like cable or satellite TV services including Comcast, DirecTV, DISH, etc.

VOD: Short for “video on demand,” VOD is content that is controlled, enabled and consumed whenever a viewer wants after its official release date or original air date and time. VOD content can be found on set top boxes, OTT devices, mobile web, mobile apps and streaming services.

VOD Addressable: An addressable ad inserted into cable programs within the VOD content accessible through a cable provider set top box (e.g., Comcast’s addressable inventory is VOD addressable).

vMVPDs: A “virtual” MVPD that distributes live and on-demand content via the internet for a subscription fee. These services are comprised of many apps, often called “skinny bundles” – for example, Hulu with Live, Sling TV, etc.

Beach Bums Have Distinct TV Preferences

July 30, 2019 in Blog

Plenty can be said about people who vacation at the beach – they love to relax, crave warm weather and enjoy spending time in the sun.

But what about when they’re burnt out from the sun and need to rest up and recharge inside? As it turns out, fans of the beach are just as likely to be found camped out in front of the TV as other Americans. Their TV show preferences, however, differ.

Leveraging the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we uncovered some TV viewing habits of people most likely to be found spending their hard-earned time off at the beach.

Chill Out on the Beach, Heat Up on Screen

Beach vacationers might like to relax on the sand, but when it comes to TV viewing, they love the suspense of a good competition. As such, many beach goers consider some of the biggest events in sports to be must-see TV. They’re 42% more likely to watch the NBA Finals than those who vacation elsewhere, as well as 32% more likely to watch the NHL playoffs and 27% more likely to catch the World Series.

That penchant for a good rivalry extends to awards shows, too. People who like the beach are 62% more likely to watch the Oscars, 45% more likely to watch the Golden Globes and 34% more likely to root for their favorite musicians at the Grammy’s.

Back to Reality

Perhaps it’s the dream of an exotic beach-front home that attracts beach goers to reality TV focused on real estate. They’re twice as likely to watch House Hunters International as those who don’t like the beach. They’re also 65% more likely to watch Fixer Upper and 64% more likely to tune in to the original version of House Hunters.

It’s not just real estate reality programming the piques beach goers’ interest. They’re into reality TV competitions as well and are 88% more likely to watch Shark Tank and 57% more likely to watch The Voice.

Pay the Price

Beach goers will spend their money on ocean views as well as premium television. They’re twice as likely as the general public to pay for premium channels HBO and Showtime.

As far as their favorite shows on those networks, Billions leads the way – beach goers are 24% more likely to watch the New York-based drama than people who vacation elsewhere. They’re also into humor, as they’re 18% more likely to watch HBO’s Silicon Valley and 13% more likely to watch dark comedy Barry.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.

4 Things to Know Before Including DOOH In Your Marketing Mix

July 24, 2019 in Blog

Technically speaking, digital out-of-home (DOOH) refers to any digital advertising found in a public location – a screen outside of home. It’s a reimagining of the classic advertising experience, through captivating creatives and streamlined ad delivery. And today, DOOH advertising has grown from just roadside billboards to screens in elevators, on taxi cabs, in airports and plenty more.

But what, exactly, does that mean for marketers?

According to MediaPost, the DOOH market is on track to grow to more than $26 billion by 2023, a trend justified by the medium’s reach and engagement. On top of that, thanks to programmatic technology, marketers can personalize their DOOH advertising to location, time of day, weather and traffic conditions, as well as leverage targeting and measurement capabilities.

To many marketers, however, DOOH remains a novel concept. And as with any new technology, it comes with many benefits, but also a learning curve. Questions like the following abound:

What’s the difference between digital and traditional out-of-home?

What types of DOOH inventory are available?

What should you look for in a DSP when focused on DOOH?

How can marketers access the best DOOH inventory?

Attracting audiences and driving brand awareness in high-traffic locations has never been easier for marketers – with the right tools and understanding. To learn the answers to the above questions and more, and garner the knowledge needed to get started with DOOH, download Introduction to Digital-Out-of-Home now.

What Beverage Partnerships Make Sense for Rock, Country and Hip-Hop Festivals

June 3, 2019 in Blog

Music festival season is big business for beverage brands, and we’re currently right in the thick of it. Kicking off with Coachella in April, live music fanatics will be busy through the summer, attending events like Governors Ball, Lollapalooza and Bonnaroo. And beverage brand advertisers will be right there with them, hoping to quench the thirst of an audience made up largely of Millennials with spending power.

However, not all festival goers enjoy the same drinks. Coachella attendees who were there to see Kanye West have different tastes from those most excited to check out Tame Impala’s performance, for example. And that’s just the beginning.

Below, we leveraged the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, to reveal the potential beverage partnerships that make the most sense for Rock, Country and Hip-Hop festivals.

This Bud’s for Country Fans

Bud Light is more appealing to country music fans than supporters of other genres of music. Country fans are 24% more likely to purchase Bud Light than rock music fans and 21% more likely to enjoy it than fans of Hip Hop.

Country fans are also more likely to be found with another Budweiser brand in hand: Bud Light Platinum. They’re 25% more likely than rock concert goers to enjoy it, and 20% more likely than fans of Hip Hop.

Rock Fans Go for Goose

Whereas the King of Beers is popular with Country fans, Rock ‘n Rollers prefer a different Anheuser-Busch-owned ale, Goose Island. They’re 84% more likely to purchase the Chicago-based brew than Hip-Hop fans, as well as 34% more likely to purchase it than Country fans.

Rock festival goers are also 31% more likely to drink Stella Artois than those who don’t attend festivals, though they’re less likely to be found with a Stella than Country or Hip-Hop fans.

Bourbon, not Hops, for Hip-Hop Fans

While all three groups of music fans are drawn to bourbon, Hip-Hop fans prefer it most. They’re 62% more likely to drink bourbon than Country fans and more than twice as likely to drink it than Rock fans. Jim Beam is the brand of choice, as Hip-Hop fans are 12% more likely to buy a bottle.

 When it’s caffeine they’re after, Hip-Hop festival goers are likely to reach for a Mountain Dew. They’re 140% more likely than Rock fans to “do the Dew,” as well as 60% more likely than those who check out Country music festivals.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.


The Programmatic Trader’s Ultimate Wish List

April 18, 2019 in Blog

With programmatic spending expected to reach $69 billion by 2020, programmatic traders are the heavy lifters of the advertising industry. And yet, surprisingly, not every advertising platform considers their specific needs when designing and releasing their products. Perhaps that’s because there’s a lot of misunderstanding about what traders actually do all day.

So, what’s at the top of today’s programmatic traders’ wish list? The answers might surprise you.

1. Omnichannel Focus

Every year, the concept of “omnichannel” becomes more important – and it’s always at the top of many traders’ lists. Historically, traders haven’t had direct access to emerging channels without going through a managed service provider, so any DSP that can diversify its offerings goes a long way. Platforms that give a trader access to mobile, desktop, TV, DOOH, audio and native all within one interface are in demand.

2. Native Tools

No trader wants to have to use four different opensource platforms in order to serve one account, but it’s an unfortunate reality for many. Forget geotargeting in one place, facilitating tags in another and forecasting in yet another; the more tools that are native to a DSP, the happier the trader who’s using it.

3. To Set it and Forget it

Wouldn’t it be nice if not all DSPs needed to be so hands-on? If a trader could plug in his desired KPIs and budget, press “go” and forget about it? Many traders wish for a platform that will do much of the basic, less strategic work for them, including providing recommendations for changes to make if performance goals aren’t being met. This opens up much-needed time in their busy schedules to be more strategic.

4. … But Not All the Time

Sometimes, it’s good for a trader to be able to get their hands dirty. The best DSPs, traders say, will give them the option to turn autonomous features off and give them full control for the sake of scale or performance. As great as automation can be, at times it’s necessary to turn off due to the complexities of each campaign. For example, machine learning viewability (MLV) is great, but if the client is more concerned with scale, it makes more sense to turn off MLV and run on inventory where the trader has seen good performance. It’s like Goldilocks and the Three Bears – traders wish for the level of control that’s just right.

 5. Better Reporting Features

Reporting on campaign performance is a key part of a programmatic trader’s day-to-day. Knowing where a performance stands can make or break a campaign, but unfortunately, reporting can be a hassle to compile. That’s why this list rounds out with a wish for customizable, more in-depth and easy-to-read reporting features in an ideal DSP. Transparent, insightful reporting data is key for traders to draw insights and optimize performance. Machines are lessening the overall workload, but the ability to interpret reporting is where traders continue to prove their worth. A DSP that streamlines analytics and recommendations reduces strain on a trader and enables them act on insights faster and more effectively.

How Adelphic Makes Programmatic Traders’ Lives Easier

April 17, 2019 in Blog

While programmatic traders are the ones who get their hands dirty every day in multiple DSPs, the platforms aren’t necessarily built with them in mind. Adelphic’s developers understand traders’ wants and needs, however, and are on a mission to improve the platform to be as in line as possible with what programmatic traders need to succeed.

Below, just some of the ways Adelphic makes programmatic traders’ lives easier.

Bulk Editing Features

Want to change the bid price for all 500 of your ad orders? With Adelphic, you don’t have to go into the platform and make changes one by one. With bulk-editing features, it’s as simple as downloading a form, updating it and re-uploading it – saving time and improving workflow.

More Automation Options

Bulk editing is a favorite, but other built-in automations like machine learning viewability and eCPM optimizations prove hugely valuable for traders short on time.

A DSP Fit for Goldilocks

Automation, as mentioned above, is key to saving time and improving efficiency in traders’ busy lives. But not every trader wants the same features automated, and Adelphic is customizable to adapt to each user’s unique needs. Automations can be overridden if a user so chooses.

Engineering on Demand

Is there a feature you want added? Is there something in the platform that might work better for you if slightly tweaked? Adelphic offers engineering on demand, so that custom asks, no matter what they are or who you are, are possible.

Actual Humans

Whether you work for a massive holding company or are in-house at a boutique agency, Adelphic will answer your calls. No matter who you are, you can always get in touch with an actual human with questions or requests.

Omnichannel Focus

Every year, “omnichannel” means something different. But every year, having direct access to emerging channels (like audio and DOOH currently, for instance) is crucial. Adelphic is committed to being a true omnichannel DSP, offering mobile, desktop, TV, Audio and DOOH.

Power-User Certification

While most DSPs offer some kind of training and certification program, Adelphic’s is designed for power users who have some prior DSP experience and little time. Forget the “101-level” intro courses that last 45-minutes or more – Adelphic Certification is succinct, practical and designed for power users who want to get to work.