Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, shared results of premium video, CTV and curated media spend on its platform for Q2 2021, which saw significant increases. In the busy quarter, Xandr debuted first-of-its-kind technology, forged strategic alliances to streamline audience-based advertising across premium digital and TV, and announced the extension of long-standing relationships with leading global media companies, advancing Xandr’s position in an increasingly complex global media landscape.
With analysts predicting industry digital video and CTV spend to grow 28.1%1 and 34.8%2 in 2021 respectively, Q2 spend on Xandr’s platform in these areas was impressive. Total digital video spend on Xandr’s platform – globally, across Xandr Invest’s DSP and Xandr Monetize’s SSP and ad server – grew 125% YoY in Q2 2021 and 101% YoY in H1 2021. The primary driver of this video spend growth across the platform is CTV, with total global platform spend up 180% in Q2 YoY and 203% in H1 YoY. Video represents 39% of overall spend on Xandr’s platform as of the end of the second quarter of 2021.
Growth in international platform spend is contributing significantly to Xandr’s overall global platform growth. Total platform spend in Xandr’s markets outside of the United States grew 76% in Q2 YoY and 53% in H1 YoY, with video spend up 127% in Q2 YoY and 96% in H1 YoY, and CTV spend up 277% in Q2 YoY and 278% in H1 YoY.
In a world where advertising must prove its worth, marketers are increasingly relying on Xandr Invest to demonstrate outcomes and validate return on ad spend. Global spend on Xandr Invest grew 66% in Q2 YoY and 50% in H1 YoY, with spend specifically on CTV jumping 158% in Q2 YoY and 177% in H1 YoY, as Xandr scales strategic relationships through the demand chain, from agencies and holding companies to brands and direct marketers.
Due to growing direct integrations with premium video publishers, CTV inventory is increasingly available and monetised through Xandr. Global spend on CTV inventory, through Xandr Monetize, grew 337% in Q2 YoY and 362% in H1 YoY.
Additionally, spend through Xandr’s data-driven TV Platform, inclusive of Invest TV, grew 18% in H1 YoY, double that of the broader linear TV industry.3
June sees record curation spend
Launched in 2020, Xandr Curate has grown dramatically in 2021.
While Xandr’s internal teams deploy Xandr’s curation platform to source premium video inventory at-scale for its clients, Xandr's customers are also rapidly adopting the technology to build their own curated media offerings. Premium data owners, next generation data management platforms, contextual specialists, agency holding companies and publishers all leverage Xandr Curate to offer proprietary inventory packages to buyers, layered with unique targeting or commercial advantages.
Xandr Curate is now a major channel of demand for Xandr Monetize. In the first half of 2021, third-party curation activity grew three times as fast as Xandr’s own curation business, boasting 15 days of record spend in June. At the end of H1 2021, spend through Xandr Curate, across Xandr-managed and third-party curation, represented 13% of spend through Xandr Monetize.
Xandr plans to continue to invest in Xandr Curate in the second half of the year.
Streamlined reach across TV and digital
In Q2, Xandr made two important platform announcements for the unification of audience-based advertising in TV and digital. The first was an alliance with OpenAP to enable buyers using Invest TV to reach scaled, deduplicated audiences across the largest television programmers through one automated RFP workflow.
Following closely, Xandr announced the launch of a first-of-its-kind technology that enables the largest TV distributors to better manage and sell addressable inventory holistically. Building on Xandr’s leading forecasting capabilities, Yield Analytics’ converged inventory analysis unifies audiences and ad systems across linear addressable and OTT, so sellers can maximise total yield and buyers can meet KPIs and deliver campaigns in full.
In Q3 2021, Xandr will focus on enabling more unified buying strategies and workflows across TV and digital.
1. Magna Global, Global Forecast Model, June 2021
2. Magna Global, US Media Forecast, Spring 2021
3. iSpot.tv 2021 Mid-Year TV Ad Trends and Benchmarks Report