Navic Networks has introduced Admira, a media placement service that optimizes television advertising by using census-level set-top box measurement data to increase the value of inventory. Efficiently matching advertisers’ desired target audience criteria with media owners’ inventory, Admira simplifies the buying process while maximizing targeted impressions and providing advertisers with measurement and accountability. Admira places relevant video across multiple programs and markets within linear or addressable programming, switched broadcast, VOD or during DVR playback.
Said Tim Hanlon, SVP at Denuo, the media futures practice of Publicis: "Nowhere is this more necessary than in the fast-niching realm of television, where hundreds of digital channels and countless hours of time-shifted and on-demand content offer seemingly infinite opportunities for advertisers. Admira is a long-overdue solution that gives video advertising planning and buying professionals a fighting chance to keep pace with television’s explosive changes by providing a powerful targeting system that helps lift the effectiveness of increasingly complicated video ad campaigns."
Admira is currently undergoing commercial trials across multiple major markets.