Agencies Need to Reboot Their Thinking for CTV

Of the 120 million TV households in the US three quarters still subscribe to cable or some form of traditional TVamp160 Meanwhile cordcutting is acceleratingamp160 If you39re looking at an agency PowerPoint presentation it39s easy to fool yourself into thinking that consumers have divided themselves between linear and digital audiencesamp160 But take a look at your own media consumption and ask yourself if that39s really the caseFor most consumers there39s no clear divide between linear and digitalamp160 In fact many of us overlapamp160 Sure a lot of great shows are on streaming platforms but those platforms have limited offerings when it comes to sports and nothing to offer for local newsamp160 Despite an quotacross the boardquot decline in linear television viewership more than a third of all Americans still rely on their local television station for news according to Pew dataamp160 For all the noise about media companies launching streaming products in 2019 you don39t hear much about digital local plays although that may be a clue to how Fox which kept its local stations plans to rebuild after the Disney saleBut back to the consumeramp160 As we flip between linear television connected TV CTV onlineamp160and mobile agencies struggle to connect the dots for their brand clients It39s not enough just to abandon silos and think holisticallyamp160agencies have to understand with as much visibility as possible what39s going on as consumers move between linear and digitalConsider this challengeamp160 A given household sees an ad on Hulu where they have to subscribe and log inamp160 In that instance the agency might know a lot about who saw their client39s adamp160 But that same household will likely see that same ad on linear when they tune in for the local weather reportamp160 In that instance both the agency and client are basically in the darkamp160 So how can agencies help clients determine if they39ve reached the same person twiceIn the past this was a problem technology couldn39t solve amp160one that often created a lot of frustration between the client and their agency over issues of media accountability but the arrival of automated content recognition ACR technology means advertisers increasingly have the ability to determine what consumers are watching whether they39re watching CTVamp160or linearamp160 Because ACR data can be paired with other attribution points like an IP address as well as first and thirdparty data sets agencies can now deliver the deepest insights into who they39re helping their clients reach And as Smart TVs become more common ACR data sets will expand making the picture that much clearer for agencies and brandsamp160 The question is what will agencies do as they build up their crossscreen intelligence capabilitiesOne obvious place to start is that they39ll be able to think about audiences in more nuanced waysamp160 Instead of targeting a particular car to a certain zipamp160code or TV program for example agencies can combine firstparty data ACR dataamp160and IP addresses to segment out consumers who may not be in the market for a new car at that momentamp160 Or because that local dealership knows which customers have had their cars for three years or more they can target ads with tailored creative that talks about tradein dealsamp160 The point is as CTV capabilities grow agencies will be able to think about television39s role throughout the sales funnel allowing them to tailor their deliverables to specific business outcomes for their clientsBut the larger takeaway for agencies is that they ought to think about their client39s needs and then go looking for a solution rather than accepting the status quo that broadcasters have historically given themamp160 CTV has changed the way consumers watch televisionamp160 Now it39s time for agencies to change the way they think about helping brands reach those audiencesPhoto by Devon Janse van Rensburg UnsplashClick the social buttons above or below 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

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Agencies Need to Reboot Their Thinking for CTV

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Mike Baker

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Agencies Need to Reboot Their Thinking for CTV

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Mike Baker

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