Beachfront, the convergent TV advertising platform, announced today the completion of a national addressable TV ad execution with VIZIO adhering to the technical specifications of Open Addressable Ready (OAR), the consortium founded by VIZIO to establish an open standard for addressable advertising on connected TVs.
“Widespread and continued support for the OAR spec has been important, and this marks further momentum as we’ve fully executed an addressable campaign at the glass level,” said Adam Gaynor, Vice President of Network Partnerships for VIZIO and steering lead for Project OAR.
The Beachfront and VIZIO successful execution leveraged Beachfront’s Unified Decisioning product, and the inventory included locally and nationally syndicated broadcast programming. OAR’s watermark was placed within these programming feeds, which were distributed to stations in 125 broadcast DMAs across the country. The program ran across more than three million VIZIO TVs equipped with the OAR spec.
OAR members now have the opportunity to work with Beachfront to test additional TV ad creative versioning at the local and national levels. Creative versioning, which is also referred to as single advertiser slot optimization (SASO), paves the way for more advanced programmatic slot optimization for multiple advertisers to bid at once, in real time.
Added Gaynor: “Our tests proved Beachfront’s platform can scale to support full programmatic optimization for single and multiple advertisers. This means VIZIO’s addressable capabilities can support the broad and increasing demand of advertisers aiming to come direct-to-device.”
Next up for Beachfront and VIZIO is enabling multiple advertiser slot optimization (MASO) across a wider group of programmers and ad buyers.
“Over 60 million U.S. TV households are enabled for addressable advertising, yet addressable TV still represents a small portion of TV ad spend overall,” said Beachfront President and Founder Frank Sinton. “Our work with VIZIO helps programmers to unlock pent up addressable TV dollars from media buyers, which is particularly important at a time when media owners are looking to monetize traditional and streaming TV in a unified fashion through new technology.”
Beachfront is now being afforded the opportunity to work more closely with OAR steering committee members including Disney’s Media Networks, Warner Media, Comcast NBCUniversal, ViacomCBS, Discovery, Hearst Television, AMC Networks, Fox Corporation, Scripps, VIZIO, and Univision; as well as working closely with agency advisory committee members including Publicis Media, Omnicom Media Group, GroupM, IPG/Magna, Dentsu Aegis Network, Havas, Horizon Media, and RPA.
“As advertisers continue to allocate media dollars across multi-platform viewing environments, it remains paramount that we deliver solutions and opportunities that are more accessible and effective for our marketing partners,” said Dan Callahan, Senior Vice President of Data Strategy and Sales Innovation for Fox. “Across the Fox portfolio, we have premium content that reaches massive audiences and we combine that with forward-leaning ad opportunities that deliver precision and drives impact across our entire portfolio.”
Beachfront has a long history of TV advertising innovation. In 2014, the company first introduced its monetization solution for connected TV apps. Fast forward to the present day, and Beachfront’s focus is unifying connected and traditional television, enabling programmers to optimize ad spot sales across legacy and streaming environments. In April 2019, Beachfront became the first technology company to unlock set-top box VOD for real-time, programmatic buying — providing the cable industry with the ability to execute dynamic ad insertion (DAI) in VOD environments. Then, in December 2020, the company announced a partnership with SeaChange, to enable programmatic buying of linear spot TV ad inventory, in real time.
Beachfront’s mission is in strong alignment with OAR, which is working directly with many of the largest television networks to establish a technology standard to advance the adoption of DAI and addressable advertising.
Beachfront is the convergent TV advertising platform that enables unified decisioning and monetization across Connected TV (CTV), set-top box video-on-demand (VOD), linear, and national addressable television. Leading media owners, programmers, and distributors such as AMC, VIZIO, Newsy, Stadium, Frontier, Philo, and Xumo leverage Beachfront’s TV-first tech stack to maximize revenue and improve operational efficiency, while delivering best-in-class ad experiences to their audiences. Founded in 2007, Beachfront is an independent, private equity-backed company based in New York City. In 2017, former U.S. Secretary of Commerce Penny Pritzker, through her investment firm PSP Partners, acquired a majority stake in Beachfront along with Growth Catalyst Partners.