Advanced TV Advertising Is More "Advancing" Than Advanced

Changes to the TV advertising landscape are happening at an increasing pace heightened by a serious degradation of primetime ratings in the new season and recent announcements of premium TV subscriber lossesThe entire media industry is looking at the tsunami of SVOD services launching in the next 12 months starting with Apple TV next week and Disney on November 12 Traditional television players are eager to see the investments they made over the past 10 years in the addressable infrastructure bear fruit and scaleTheir key takeawaysInterest in advanced TV is past the crawl stage and is walking but not so near running yet The conversations within agencies and with marketers are not just happening with innovation teams they39re also happening at higher levels and have been normalized within the TV buying groupsData quality and portability remain barriers to some campaignsWhen you add in OTT there is definitive scale amp8212 with about 90 million households reachable with addressableComplexity is still an issue that marketplace players are working with each other to solveAlthough advanced television has been a work in progress for the past 10 years amp8212 sidetracked by an unsuccessful initial focus on interactive television amp8212 over the past seven years the focus has moved towards addressable TV In a finding from the recent quotThe Myers Report Addressable TV Survey 2019quot addressable advertising has found a receptive audience with 689 percent of the respondents saying that addressable buying capabilities in the television advertising marketplace will grow in importance over the next 12 monthsNicolle Pangis chief executive officer Ampersand formerly NCC believes that we are still very early in the game quotWe are at the top of the second inning in a game that will go into extra innings We39ve made a lot of progress and we39ve seen brands increasing their budgetsquot Pangis said quotNot every campaign is successful because sometimes data is not clean and sometimes matching is not a high percentage Players are working better together to solve the pieces of the processquotA major point of the discussion focused on the role of advanced TV in the long shadows thrown by major digital players such as Amazon Facebook and Google which actively pitch themselves as natively addressable Nick Troiano CEO of Cadent believes that the quantity of longform quality content coupled with the scale of addressable TV makes TV a nobrainer quotBeginning this year 90 percent of our addressable buys will focus on KPI performance showing that an ad reached a specific household to drive a specific result We39ve had tremendous success with thatquot Troiano said quotAlso we hadn39t realized that most of the spend on OTT wasn39t about attribution or return on ad spend Nearly 70 percent of the OTT spend was about efficient reach amp8212 to reach those harder to reach GRPs And so when we first heard that we thought the whole market needed to offer onetoone performancebased ROI That39s the future of TVquotTroiano went on to give props to Ampersand NBC Xandr and all others in the industry that are embracing new capabilities to bring new solutions to the marketplace quotI think that39s a great step forward to combat the illusion that Google and Facebook amp8212 who by the way don39t have longform episodic great content TV at the scale of NBC or other traditional networks amp8212 own the future advanced ecosystem For Cadent it means that we are using a common metric in the buying strategy to make it easier for marketers to make decisions on how they spend 90 percent of their budgetquotPangis also believes that for those developing advanced advertising ecosystems there is much to be learned from Facebook and Google quotThe digital giants grew because they made it simple to find an audience target that audience and measure the resultsquot she said quotIn the TV world a lot of strides are being made to create better data to drive the planning and targeting create the ability to target those audiences more accurately amp8212 either through datadriven linear or addressable TV and measure with tools like CFlight amp8212 allowing everyone to talk to each other The playbook is right on the digital side but I think TV will win because of the quality of the content the lack of fraud and greater transparency TV has an ability to grow brand in a way that digital will never be able to doquotLance Neuhauser CEO of 4C Insights which has created a selfservice platform for brands to execute videocentric marketing campaigns summed it up best quotIf you want to maximize spend you have to open up the ecosystem We haven39t crossed the chasm yet We are getting there We are not advanced yet we are advancingquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Advanced TV Advertising Is More "Advancing" Than Advanced

Author

Publish date

Channel

Jeff Minsky

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Advanced TV Advertising Is More "Advancing" Than Advanced

Enjoying This Commentary? There's More to Love

Jeff Minsky

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies