Addressability and Connected TV Advertising
Learn more about Connected TV at Streaming Media East 2022.
Read the complete transcript of this clip:
Chris Pfaff: 奥登，你现在在Philo，一个百分百程序化的付费频道. 我想让你谈谈你是如何为广告商服务的，再多谈谈那里的价值流是什么, 因为你当然是从线性mvpd到虚拟mvpd的完美起点.
Aulden Kaye: In terms of linear TV and that sort of behavior, 我们在菲罗看到的是线性电视根本不会消失. It's just the delivery mechanism that's changing. 这就为我们的用户行为创造了很多机会. We see people watching more than three hours a day, 85% in that live linear window and 98% on the TV screen. 所以我们看到人们像使用传统电视服务一样使用Philo. On the ad side, what's really different is that all of our ads are 100% addressable, delivered impression by impression to a specific viewer. 谁在给定的时间观看给定的节目，在合适的环境中向合适的人播放合适的广告. And as you mentioned, 我们是100%程序化的，我们决定这样做有很多原因.
We're an independent company. When we started, we didn't inherit a direct ad sales team. And so we decided not to build one. 我们与整个行业的广告商进行了多次对话, with agencies about the way that they were looking at CTV. 我认为我们听到的最重要的一件事是Philo没有公布最近的用户数量. The most recent ones that we did release were 850,000 subscribers. And we've grown since then. 这是一个很大的规模，但这并不是人们考虑购买电视的时候. They're thinking about more than 100 million households in the U.S. 所以我们明白广告商不会只在Philo上买东西, that they were going to be looking for their audiences on Philo, but also across the CTV ecosystem and more traditional linear. And so we wanted to make addressability as easy as possible. We kind of leaned into programmatic as a way to enable that.
So we're doing everything programmatically. We're passing through signals in the bitstream, 例如客户端设备ID和IP地址，使广告商能够在Philo内外找到相关受众. 然后对他们在Philo、CTV和更广泛的生态系统上购买的媒体进行整体衡量.
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