電視廣告“動”起來

所屬教程:金融時報原文閱讀

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2020年07月12日

手機版

掃描二維碼方便學習和分享

電視廣告“動”起來

最近千禧媒體（Millennial Media）正在與消費定位業(yè)務公司合作，也許有一天你在電視上看到一個廣告，稍后手機上就會出現相關的廣告視頻和最近的商店，或者把促銷信息添加到你的智能手機的日歷上。

測試中可能遇到的詞匯和知識：

reorientating 重新定位

collide 碰撞

integrate 整合

set-top boxes 機頂盒

anonymously 匿名

capitalise 利用

閱讀即將開始，建議您計算一下閱讀整篇文章所用時間，并對照我們在文章最后給出的參考值來估算您的閱讀速度。

TV ads to be ‘retargeted’ on to smartphones （437words）

By Shannon Bond in New York

* * *

Millennial Media, the mobile advertising network recently bought by AOL for $238m, is partnering with Rentrak, the video measurement company, to allow advertisers to “retarget” through their phones people who have seen a particular ad on TV.

The partnership comes as AOL, which was itself acquired by Verizon in a $4.4bn deal this year, is reorientating its digital advertising business towards mobile devices, where consumers are spending increasing amounts of time.

AOL’s ability to drive more spending through its advertising technology tools, particularly video ads on mobile devices, was a key driver of Verizon’s interest in the company as the largest US wireless operator searches for new sources of growth.

Tim Armstrong, AOL chief executive, has said that “this is the year when TV and web budgets are going to collide”.

US mobile advertising revenues in the first half of this year reached $8.2bn, accounting for 30 per cent of overall digital ad spending. In 2014, online ad spend reached $49.5bn, compared with combined broadcast and cable ad revenues of $65.7bn.

Millennial Media says its new offering will help accelerate big brands’ spending in mobile and measure the results of that investment.

“Advertisers want to integrate all of their spending across screens,” said Liza Blumenthal, head of north-east sales for Millennial Media.

The partnership uses Rentrak data from set-top boxes to track which commercials a viewer sees while watching TV. Those viewers are then anonymously matched in Millennial Media’s database of smartphone and tablet users, so that personalised video ads can be placed in mobile apps, targeting viewers who have already seen a brand’s TV ad.

For example, a retailer could follow up a TV spot with a mobile video ad encouraging a consumer to find the nearest store location, add a sale to their smartphone’s calendar, or sign up to receive more information or offers over email.

Advertisers can also target mobile advertisements to people who have seen their competitors’ ads.

Millennial Media measures the impact of the retargeted mobile ads by tracking foot traffic to stores and the rate at which people who see the mobile ads take an action, like locating a store or adding an item to their calendar.

“We are taking [advertisers’] big TV commercial campaigns and allowing them to capitalise on mobile usage,” Ms Blumenthal said.

While other ad tech companies offer some ability to retarget TV viewers on the internet, Millennial Media says the scale that it and Rentrak bring sets its offering apart. Rentrak has data on 25m households, while Millennial Media’s ad network extends across 65,000 mobile apps, reaching more than 190m unique users each month.

請根據你所讀到的文章內容，完成以下自測題目：

1. Who owned Millennial Media finally?

a. Rentrak

b. AOL

c. Verizon

d. the government

2. Where are consumers spending increasing amounts of time as mentioned?

a. mobile

b. tablet

c. PC

d. video devices

3. What is the key driver of Verizon’s interest in the AOL?