Genius Digital plans to launch its Advanced Advertising Solutions product suite at The Future of TV Advertising Forum in London, Nov. 30-Dec. 1. The solutions are designed to work within today's pay TV, OTT and advertising workflows and infrastructures.
The product suite will launch with four modules: 360 Degree Selling, Behavioral Selling, Data Matching and Online Retargeting:
- 360 Degree Selling is designed to enable operators to aggregate live, DVR, VOD and OTT audiences for and selling and targeting.
- Behavioral Selling is designed to replace demographic ad buying and selling with behavioral targeting. It's also intended to enable operators to find premium targets within non-premium demographics and create segments that compete with online in terms of targeting.
- Data Matching is designed to use third-party databases in combination with viewer data to more accurately reach a premium audience with non-premium inventory.
- Online Retargeting is designed to enable operators to sell the demographic of the best-rated shows 24/7, obtaining premium rates for audience members watching non-premium shows or through online and mobile device targeting.
"I think it's clear that TV buyers and sellers recognize that the days are numbered of TV advertising being primarily targeted using traditional demographic tools and measured through viewing panel currencies," said Tom Weiss, CEO of Genius Digital.