Nexstar, America's largest television station owner, will gain access to the media buyers who use NY-based Mediaocean's Spectrum platform for its OTT, digital video, display, streaming audio, and linear broadcast advertising inventory. 63% of US households have access to Nexstar, which boasts a digital audience of 106 million unique monthly users.
While YouTube is a significant player in the streaming wars, this strategy of bidding for talented influencers is similar to that of Microsoft's Mixer, which started the trend, as well as of Facebook, and Twitch. Of the three influencers, one began her career on Twitch, whereas the other two became prominent through millions of YouTube subscribers.
Header Bidding has been around since 2015 and uses programmatic to let buyers bid for the same display inventory. It is now coming to Connected TV through the efforts of the likes of The Trade Desk, FreeWheel, and Amazon, and header bidding is becoming mainstream, both through mass adoption and technical developments.
The iconic mass media conglomerate describes "the year of addressable" as when firms stop using addressable solely for streaming services and start using it on all platforms. While the company already has AdSmart, a platform for targeting audiences, it is now releasing One Platform to allow clients to plan, schedule, optimize, and measure advertising impact across both digital and linear.
Unlike rivals Peacock TV and HBO Max, Quibi, the short-form mobile video platform set to launch on April 6, was full of details of its new service at the 2020 CES. Quibi has original content, including from the likes of Stephen Spielberg, and will add roughly three hours of new content daily. With new episodes to shows regularly added, Quibi hopes to get people talking about what they view on the platform.