Streaming TV advertising is stepping into the future. This week, TV advertising agency Marketing Architects launched a new platform for CTV advertisers called Annika Streaming. Based on technology originally developed for linear TV, Annika Streaming purchases CTV and streaming inventory more efficiently than current marketplace products. This allows performance brands to tap into the potential of streaming.
Annika’s development began six years ago when Marketing Architects built an AI-powered DSP for linear TV. The platform is designed to evaluate custom audiences and performance metrics, set them against market trends and historical data, and calculate which media buys will deliver the best ROI for individual brands. The result is a linear TV marketplace that provides premium inventory to TV advertisers without a premium price tag.
But as audiences migrate to streaming and connected TV, it’s become imperative for brands to follow consumers to their channels. Unfortunately for performance marketers, streaming’s promise of advanced targeting and measurement capabilities has been overshadowed by its hefty price tag, typically 5 to 10 times that of linear TV.
To fill this gap, Marketing Architects has spent the past two years building its own streaming capabilities, bringing the price efficiencies that Annika achieved in linear to streaming and CTV. Today, Annika Streaming solves some of the biggest challenges for performance marketers on the channel.
- Pricing: Annika Streaming obtains rates significantly more efficient than industry-leading third-party DSPs. These are achieved through a data-driven approach that benefits streaming publishers and advertisers alike.
- Targeting: The platform offers several layers of contextual, geographic, and dayparting targeting capabilities, plus retargeting.
- Distribution: Annika is fully integrated with dozens of streaming publishers and buys inventory available on Roku, Chromecast, Amazon Firestick, and smart TVs.
- Measurement: With Annika, advertisers get access to multiple measurement models running in parallel, including IP address tracking and holdout groups for incrementality testing.
Marketing Architects clients had first access to Annika Streaming and are currently using it to complement their linear TV campaigns. Starting this week, the platform will offer a new selection of brands.