In the 2000s, when the advertising technology industry was generating a lot of interest with VCs due to better targeting capabilities, I never imagined we would be where we are today. The algorithms have become increasingly sophisticated and ad optimisation and personalisation is now considered standard for online ad campaigns.
On top of that, there are now many different types of media being consumed across a wide variety of devices. Most campaigns need to be displayed properly on mobile, tablets and PCs, but what about TVs? I remember talking whimsically about Internet-ready TVs a few years back and now I’m talking to our customers on a daily basis about it!
With the increased use of Roku, Apple TV, Western Digital Live, and other media streaming hubs in this now crowded space, consumers are ditching their cable service to become an internet only media household.‘New TV’ is a big buzzword in Europe at the moment but for those still in the dark, it refers to any IP-delivered television. Not surprisingly, DNS management has a huge role to play in this since by decreasing the latency, content delivery networks (CDNs) can serve the ad content quicker. This means more impressions can be served and therefore more money made for the business.
Using DNS with advanced features, such as DynECT Traffic Management, means you can also serve license specific content to a geographical region. A good example of this is our client Netflix who serve on demand content to over nine countries worldwide. Each of those countries serves different content and to have that level of internal geo traffic management is a huge drain on resources.
This is one of the reasons why Dyn is a preferred supplier in this space. With our IP Anycast network in 17 strategic locations around the world, we are able to serve DNS queries in less than 20ms around the globe with advanced features like Geo Traffic Management to direct content hungry users to the fastest performing CDNs and data centres.
One of Dyn’s clients is Videoplaza, a group celebrating five years in the multi-screen space. They have seen an exponential growth of IP-delivered video advertising, especially when compared to traditional TV advertising. Their sell side ad management platform Karbon is used to monetise video experiences across PCs, mobile devices, tablets, game consoles, OPTV and Smart TVs.
They have the ability to record your viewing patterns, ask for ratings, cross promote other content of interest and provide an overall better user experience than traditional channel hopping! On top of that, all of that data is then analyzed, and content specific ads are served accordingly.
The opportunity for ROI in IP-delivered TV ads is phenomenal due to the increased targeting capabilities that online advertising provides and is set to be an industry that continues to prove successful for Videoplaza and others in the space.