Multinational analytics supplier SAS has launched SAS 360 Match, a first-party sell-side promoting video on demand (AVOD) platform, that additionally serves advertisements throughout a spread of extra channels, together with internet, in addition to these subscription video on demand (SVOD) channels that additionally carry some promoting.
This was the main announcement from SAS’s advertising and promoting options group at a digital media briefing in the present day. SAS additionally introduced enhancements to its cloud-based analytics platform and a variety of new partnerships.
What it does. “360 Match is an end-to-end digital promoting answer,” mentioned Jonathan Moran, head of martech options advertising, within the briefing. “It permits manufacturers to serve dynamic advert inventive in actual time.” It permits manufacturers to schedule show advertisements or format and ship an “complete broadcast break.”
There’s a profit to the streaming service too. “These streaming service suppliers don’t need to serve their shoppers irrelevant advertisements,” he mentioned. “They need to serve them advertisements which can be optimized, personalised and make sense to them. They need to ship an awesome buyer expertise even when it does embody promoting.”
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Combatting subscription fatigue. The context for the 360 Match announcement is the slowdown in demand for SVOD providers, mirrored for instance in Netflix’s shrinking subscriber base. To the extent that tight family budgets are inflicting subscription cancellations, free service supported by promoting would possibly assist reverse the pattern.
Match 360 is cloud-based, scales in real-time to regulate to viewers fluctuations, and is a impartial providing from an impartial know-how vendor that isn’t competing for promoting income.
Integrations with different SAS options. 360 Match sits inside SAS’s suite of promoting and promoting options, and integrates with SAS CDP capabilities, its buyer journey orchestration answer and marketingplanning and technique instruments.
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Why we care. It looks as if, in simply a few years, we’ve moved from a cheerful embrace of on demand video — particularly after we had been spending a whole lot of time at residence — to a scenario the place there’s an excessive amount of content material, the content material we need to watch is difficult to find, and we are able to’t hold observe of a number of paid and free subscriptions. The straightforward factor to do is simply cancel — in spite of everything, re-subscribing is straightforward if one thing comes alongside that we need to see.
And so the pendulum might swing once more, again to TV that’s on demand however that’s supported by industrial breaks — industrial breaks which have an opportunity to be focused and related based mostly on the first-party information subscribers hand over. SAS sees a chance right here. It’s additionally a reminder that, whereas SAS might lead with cloud-first analytics providers, it’s enjoying i the martech house too.