New York and Mountain View, California—Charter’s Spectrum Reach ad sales division and Anoki AI announced an agreement that provides advertisers with greater control and transparency over where their ads appear on streaming TV platforms.
As part of the deal, Spectrum Reach has integrated Anoki’s ContextIQ, a platform that analyzes the precise context of connected TV (CTV) moments, into its extensive streaming advertising inventory. This will allow brands to see in real-time exactly what content their ads will appear alongside, including live coverage of premium national and local news, as well as sports and entertainment events.
“Transparency has always been central to Spectrum Reach and our advertisers, and partnering with Anoki allows us to provide even more context around live content,” said Rob Klippel, Spectrum Reach’s senior vice president of product, technology and operations. “With AI-powered sub-segment genre classification, marketers know exactly where their ads will appear and can confidently invest in the right inventory for their brand.”
Spectrum Reach has long provided advertisers with the ability to match their ads to live CTV inventory, such as running pet food commercials during live dog shows.
Now, using Anoki’s ContextIQ, Spectrum Reach can deliver scene-level contextual ads in live broadcasts. Advertisers first set guidelines, such as avoiding certain content topics or choosing shows with a specific message, and then real-time data is used to match ads to optimal ad times within milliseconds.
For example, when a story about Father’s Day goes live on Spectrum News, advertisers can place a barbecue grill commercial to appear seconds later with real-time placement supported by Magnite and Index Exchange’s supply-side platform (SSP).
Spectrum Reach’s partnership with Anoki reflects the growing demand from advertisers for greater transparency and accountability in streaming advertising, particularly live content. Advertisers have traditionally had limited visibility into the context surrounding their ads.
In today’s highly polarized political climate, some advertisers are wary of advertising on news sites and programs.
Thanks to this integration, advertisers will be able to reach engaged local audiences on Spectrum News, for example, with new clarity and confidence that their ads will appear alongside targeted live broadcast content.
Raghu Kodige, co-founder and CEO of Anokhi, said, “For many years, the industry has been demanding brand fit and contextual transparency beyond genre-level control.” “With Spectrum Reach, we are showing how scene-level and segment-level video intelligence can work in streaming environments, including live programming, to unlock new ideas about what is possible in advertising.”
Horizon Media is one advertiser already using this technology to bring new clarity to live CTV ad placements. “We’re thrilled to be partnering with Horizon for the first time in 2020,” said Alexander Stone, Horizon’s senior vice president and managing director of enterprise partnerships. “Through our relationship with Spectrum Reach, we now have access to premium streaming inventory at scale, while Anoki’s contextual intelligence gives us a deeper understanding of the live content environments in which our ads are displayed, from sports and entertainment to local news. That insight helps our clients make smarter, more informed media decisions.”
For more information about Spectrum Reach’s CTV services, please visit the following website: spectrumreach.com/streaming-tv.
