How Streaming TV & Household Measurement Work with Jon Schulz, CMO at Viant

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In the inaugural episode of the State of Streaming podcast, Tim Rowe hosts Jon Schulz, the Chief Marketing Officer at Viant, a pioneering buy-side platform in the streaming TV and digital advertising space. With a rich history dating back to 1999, Viant has been at the forefront of ad tech, particularly in connected TV (CTV) since its early days in 2011 when it co-founded Xumo, a free ad-supported television service later acquired by Comcast.

During our conversation, Jon shared insights into the evolution of Viant and the significant opportunities and challenges that advertisers face in the current streaming landscape. 

Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:

• The Importance of a Buy-Side Focus: Viant operates solely on the buy side of advertising, which eliminates inherent conflicts of interest that can arise when platforms also serve as sellers. This focus allows them to prioritize the success of advertisers and marketers, ensuring that they are buying the right inventory to drive optimal outcomes. As Jon pointed out, understanding this distinction is crucial for advertisers who want unbiased access to the best inventory available.
  • 00:01:08 - Viant's Legacy in Ad Tech
  • 00:02:09 - Understanding Buy-Side vs. Sell-Side Advertising
  • 00:03:18 - Viant's Early Involvement in Streaming TV
• Household-Level Targeting is Key: In today’s fragmented media landscape, thinking at the household level rather than individual users is essential. Jon emphasized that most major purchase decisions are made at the household level, making it more effective to target ads based on household identifiers. This approach not only respects privacy but also aligns with how consumers engage with content—especially on shared devices like TVs.
  • 00:04:42 - The Launch of Xumo and Its Impact
  • 00:06:34 - Key Takeaways from Early Streaming Experiences
  • 00:07:03 - The Rise of Mobile and Its Influence on Advertising
  • 00:09:08 - The Importance of Household Identifiers
  • 00:10:46 - Advertising Strategies at the Household Level
  • 00:11:29 - Challenges of Fragmentation in Streaming Services
• The Power of Contextual Advertising: With the rise of connected TV (CTV), advertisers have a unique opportunity to leverage contextual targeting to enhance ad effectiveness. Jon shared insights from Viant’s acquisition of Iris TV, which focuses on scene-level targeting. By placing ads in relevant contexts—like a beer ad following a party scene—brands can significantly boost awareness and recall. This approach is not just about reaching audiences but doing so in a way that resonates with their viewing experience.
  • 00:12:32 - The Role of CTV in Demand Generation
  • 00:15:21 - The Importance of Live Sports in Advertising
  • 00:16:25 - Managing Reach and Frequency Across Platforms
  • 00:19:16 - The Impact of Co-Viewing on Advertising Effectiveness
  • 00:20:18 - Shifting Focus to Measurable Outcomes
  • 00:21:43 - Acquisition of Iris.TV and Contextual Targeting
  • 00:24:08 - Partnership with Wurl and Scene-Level Targeting

Connect with Jon and learn more about Viant here:

https://www.linkedin.com/in/jon-schulz-4780ba4/

https://www.viantin