Commentary

A LUMA-style Depiction Of TV As It Collides With Digital


The "LUMAscape" charts can often be a confused marketer's best friend when it comes to deciphering which company does what and when, and with the digital video and TV worlds colliding, WideOrbit, an ad management firm, created its own "LUMA-style" chart to depict the landscape.

The picture alone is worth more than a thousand words, but there are some interesting things to point out.

First, I asked, why did WideOrbit decide to include a pack of "video DSPs" on the chart, despite only a couple of them being involved in linear TV ad-buying?

The author of WideOrbit's image, Ian Ferreira, SVP of engineering, wanted to include "any flavor of company trying to get a piece of the transaction," per a WideOrbit representative. The video DSPs were also included "as more brands and agencies look to buy via the DSPs, rather than through traditional direct or agency buying."

Also, it's interesting to see the landscape laid out like this, because it gives you a sense of just how much crossover there really is between TV and video. The ecosystem is set up for full on cross-device campaigns.

Many of the data providers are the same for TV and digital, the ratings companies are the same -- with comScore just yesterday rolling out a new initiative for digital programmatic trading -- many of the VOD companies crossover, the video DSPs and ad servers crossover, as do some of the "programmatic TV" companies. You get the gist.

Update: It should be noted that this is not an all-encompassing view of every player in the space. There is no "Addressable TV" clump, for example, and companies such as BlackArrow, Modi Media and others were not included. Future editions of the chart are expected.

6 comments about "A LUMA-style Depiction Of TV As It Collides With Digital".
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  1. Stephen Marshall from INVISION, January 23, 2015 at 12:41 p.m.

    I would be suspect when a vendor puts together a LUMAscape diagram of the landscape. Very self serving. As INVISION is the leading vendor on the planning side yet not on the diagram in that space? I also see no mention of addressable advertising technologies for TV of which INVISION is the only player. I'll stick with the LUMA partners. Thx.

  2. Leonard Zachary from T___n__, January 23, 2015 at 1:47 p.m.

    Did Terry sign off on this?

  3. Mike Einstein from the Brothers Einstein, January 23, 2015 at 3:23 p.m.

    WTF?

  4. Shawn Roberts from WideOrbit, January 23, 2015 at 4:41 p.m.

    Stephen, Thanks for the ideas, which we'll apply towards future editions (assuming there continues to be no third party consultancies that pick up the baton). We didn't try to address the huge number of players in OTT either, and hopefully we'll be able to do that in future.

  5. John Grono from GAP Research, January 24, 2015 at 10:51 p.m.

    Phew ... that's cleared it up.

  6. Shawn Roberts from WideOrbit, January 26, 2015 at 6:23 p.m.

    We've made several changes based on feedback from Invision, AOL and others. Preview the new version at https://dl.dropboxusercontent.com/u/1023714/TV%20Landscape%20by%20WideOrbit%2020150126.pdf

    The biggest differences are:
    • Added an Addressable TV section
    • Broke Data into two sections: Data Append and Device-Level Data
    • Added Invision in Media Buying and Media Planning
    • Added Adobe as a TVe Provider
    • Added AOL in Programmatic TV

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About the Author

Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.