Media Pitch: Beachfront Simplifies Cross-Screen Video Advertising
Advertisers are banking on digital video to target their desired audiences. In 2019, nearly 60% increased their ad spend on advanced TV – including video on demand (VOD) and connected TV (OTT) – according to an IAB Video Advertising Spend Report.
As media companies fight for ad dollars in the so-called Streaming Wars, however, they must consider advertisers’ multi-platform needs. Connected TV may be the talk of the industry, but 8 in 10 advertisers maintain that a unified buying solution across TV and digital video channels is critical for success, per IAB’s report.
Benjamin Abbatiello, vice president of advanced TV at Beachfront, a video ad management platform, sees the convergence of digital and TV as an opportunity for publishers – if they can optimize cross-screen ad inventory.
“On the digital side, we have amassed so much data, and this has really enabled improvements in audience targeting and ad measurement, including attribution,” says Abbatiello. “What digital has to offer in terms of data, traditional TV has in premium, long-form content and engagement. It’s still the largest and most valuable screen in the home and it commands a tremendous amount of attention and engagement from the audience.”
By enabling real-time buying across platforms, including VOD and OTT, Beachfront aims to help publishers drive revenue wherever their audiences are watching. Abbatiello explains the company’s ad management solution in the following Q&A:
What is your technology solution and how does it work?
We provide a video ad management platform that enables real-time video advertising across all screens, including mobile, desktop, OTT, and traditional TV environments. Leading media companies work with us to manage, monetize, and deliver their cross-screen inventory to their brands and advertising partners. On the flip side, we empower trading desks, agencies, and media buyers to activate media plans against premium video inventory in real-time across all screens. In essence, we are connecting modern sources of demand (i.e. brands and advertisers) to ad inventory or supply in any environment – enabling it to be bid on and sold in real-time.
How does your solution reflect changes underway in the media world?
We know that audiences are really in control of curating their own media consumption experiences, whether it be on traditional TV, connected TV, or digital platforms. This is discussed ad nauseum in the industry as the convergence of these platforms promises a ton of opportunities for media buyers and sellers – but we’ve yet to fully realize the full value of these promises.
That’s what we’re really focused on at Beachfront: helping leading advertisers, agencies, and media companies bridge the gap between traditional media environments like TV and emerging or newer ones like connected TV and mobile.
What problem are you solving for publishers?
In today’s media world, you need innovative partnerships to navigate complex challenges. One of the things that makes me most proud is consistently hearing from our partners that we at Beachfront are able to lean into areas of challenge that other partners refuse to take on and – through our entrepreneurial spirit and tech-first approach – we will continue to find success where others cannot.
When it comes to the convergence of digital and TV, Beachfront has grown up at the forefront of both, building teams, tech solutions, and engineering approaches that are flexible enough to address both sides of the coin in a reliable, agile manner.
How does your technology help publishers increase revenue or cut costs?
Our video ad management platform helps publishers automate and optimize the monetization of their inventory – driving incremental revenue while reducing costs. It works as both a standalone sales channel or in concert with direct sales efforts, and our underlying advanced ad decisioning tech ensures that our publisher partners receive a solid return on their investments in content production and distribution.
As an example, we partnered with leading multi-video programming distributors (MVPD) to enable revenue automation for their set-top box video on demand (VOD) inventory. This allowed them to unlock a new source of revenue by plugging their inventory into leading demand-side platforms and enabling it to bid on in real-time. Moving forward from here the tech stack for these media owners can now be flexible enough to honor anything from reserve buy needs to programmatic, whatever their strategy may be.
What makes your technology unique and innovative?
The work we’re doing with set-top box VOD inventory is unique as there are no other comparable solutions in-market today. We’re also building solutions to help clients ensure reliable ad delivery and tracking amid the shift from IPv4 addresses to IPv6. These are really nuanced environments to operate in but ultimately present us with challenges that we feel we are uniquely qualified to solve.
Leah Wynalek is the senior editor for Publishing Executive and Book Business. She has worked at national magazine publishing companies including Trusted Media Brands and Rodale, where she assisted in digital content creation and strategy for Prevention.com. More recently, she used her multimedia skillset on behalf of clients as a content specialist for Philadelphia-based marketing agency En Route.