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The alliance will also promise the platform’s clients streaming safe content for your brands
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Additionally, advertisers are being promised analytics and full transparency in the inventory purchase process.
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Pluto TV is part of Viacom, while Xandr is part of the giant telecom AT&T
UPDATE: Wrong references to Pluto TV being part of WarnerMedia removed. Corrected the name “Xander” to Xandr in some parts of the text.
The market of streaming Video-On-Demand (VoD), despite having a global reach, is fighting its biggest battles in key markets. The spotlights are usually concentrated in the United States (US), but in regions like Latin America there is a huge opportunity for expansion. In this sense, leaders such as Netflix, Amazon and Disney must not only be aware of the needs of consumers. Also of the arrival of new rivals.
This entire introduction is relevant to the announcement that two AT&T and Viacom units have just made in Latin America. Xandr and Pluto TV, the advertising platform and the free streaming site of each company respectively, have just announced their official arrival in the region. Not only that, but they will also work together to promote a business model that has hardly been seen in the area. Specifically, access to VoD with the system ad-supported.
The idea is that Xandr helps Pluto TV to monetize its content in an automated way. Being a platform for streaming free, brands can buy advertising space to position themselves among audiences. The idea is that through its platform, any advertiser can maximize their return on investment, placing their messages at the time and in the content they want. This, with the goal of reaching precisely the most valuable population.
A threat to streaming leaders
In an interview with Merca2.0, Vanessa Marcuzzo, Xandr’s senior account director for Latin America, says that Pluto TV was born in the region hand in hand with the advertising platform. The idea is to offer two systems for purchasing spaces to brands. The first is a bidding standard, where several brands can enter auctions for the spaces they want within the content. But apart there will be a marketplace private to reach specialized deals.
Together, Xandr and Pluto TV want to add value to a whole market of audience data that advertisers and brands can take advantage of for their strategies. And we will also ensure the streaming platform that you receive the best price in real time for your inventory. This will help it to grow in Latin America in a richer and more accelerated way. In addition, users will be given a content library premium, refined.
Related Notes
Although Pluto TV and Xandr seem to position themselves as a new great competitor in Latin America in the streaming environment ad-supportedIt is not a new market. At the end of last year it was said that Netflix it would have, sooner or later, to abandon its subscription model and adopt this model. which, for its part, adopted a mixed format since it arrived in the US. Too Peacock, from NBCUniversal, is betting on this different format.
The advantages and disadvantages of ad-supported
It must be recognized that the Xandr and Pluto TV proposal is attractive and could threaten the leaders of the streaming in the zone. With advertising, you can deal with the multi-million dollar investments that are borrowing agents in the style of Netflix. It should be noted that the ad-supported is a popular format in mobile, so users accept it. In addition, there are already several agents using this strategy to increase their initial reach at launch.
At the same time, it must be recognized that streaming ad-supported not universally better than subscription services. As pointed out Seattle TimesMany paid and ad-free platforms tend to have a larger library of original content. According Harmonic, for some consumers it is too similar to the TV experience they are fleeing from. AND Chron points out that, for producers, there is no guarantee of income.
