Media and Tech Companies to Address Advertising on Smart TVs
Some of the top media and technology companies in the country are coming together to collaborate on the development and deployment of new advertising standards on connected TVs. Dubbed Project OAR (Open Addressable Ready), the group includes names like Comcast, NBCUniversal, CBS, Hearst Television, AMC Networks, and VIZIO, among several others—all of which will be working towards the goal of revamping and improving the advertising experience on smart TVs.
Of course, while the goal of the new working group is to create an advertising environment that’s more relevant to the end user, the need for innovation in this space is really apparent with the changing nature of how consumers engage with their TVs. The cord-cutting phenomenon is very much at play here. As consumers more frequently take to opening a video streaming service on their TV, as opposed to watching cable, the reach of advertising is impacted greatly. So, it’s only natural for the media companies who rely so heavily on those advertising dollars to want to explore new options and try to rework the advertising landscape.
We get it. We’re publishers, too.