For the traditional television industry, that means giving advertisers more data and better ad-buying solutions. Networks are also offering packages that allow advertisers to buy spots for both TV and digital content.
At its event on Monday at Radio City Music Hall, NBC promoted its suite of data-driven ad products, including NBCUx, which enables targeted ad buying. “These platforms and products ensure that your campaigns — your ads — are reaching the right consumers,” Linda Yaccarino, the chairwoman of advertising sales and client partnerships at NBCUniversal, told hundreds of marketers and ad buyers.
Recently, 21st Century Fox — whose broadcast network, Fox, also held its upfront presentation on Monday — acquired a digital ad firm called TrueX, which makes a technology that replaces a series of standard ads or video commercials with one interactive ad.
ABC plans to announce several data-driven products at its upfront event on Tuesday, including tools that allow advertisers to optimize their ad placements for specific audience segments beyond just age and gender. Turner Broadcasting — whose networks include CNN and the Cartoon Network — plans to introduce an ad-targeting product on Wednesday.
And at a series of events this year, Viacom showcased Viacom Vantage, which offers advertisers the ability to target specific consumers across the company’s portfolio of networks.