Cadent’s Mike Bologna On What’s Next for Addressable Television

Bologna spoke with Videa President Shereta Williams about whatamp8217s next in targeted TV and automation for broadcasters amp160The discussion focused on the automation of the business model to amp8220enable new business models what broadcasters are doing to advance standard API adoption through the TIP initiative what the local broadcast addressable advertising opportunity is now and in the future and how connected TVs and ATSC 30 adoption will enable addressable advertisingamp8221 amp160The TIP initiative is a partnership between system providers in order to streamline transaction workflows and create greater interactivity between various buy andsell systemsThe Pressure Is OnThe television experience used to involve the entire family viewing content together Bologna said amp160But that was a long time ago amp160amp8220TV was easier to plan buy and measureamp8221 he reflectedamp160 amp8220But that is not the case anymore amp160Audiences donamp8217t watch TV in the way they used to amp160We are now in a world where consumers have endless choicesamp8221All players in the ecosystem have their challenges amp160Overall the industry needs to be nimble and forwardmoving amp160There is a natural tendency to strive for the perfect solution Bologna said but that approach can hamper progress amp160amp8220TV is changingamp8221 he stated amp8220and we can39t wait until itamp8217s amp8216perfectamp8217 to adopt addressableamp8221 amp160Data and technology are the center of the TV business he asserted and the industry is poised for great changeBrands are under a lot of pressure to amp8220get the most bang for their buckamp8221 he addedamp160 amp8220Media owners need the highest rent they can get so they can continue to produce great content amp160It is a complex marketplaceamp8221amp160 Agencies he said amp8220have the burden of putting all of it together holistically and not in silosamp8221Actionable StepsBroadcasters face their own unique challenges in implementing addressable including carriage agreements and lack of a unified measurement system amp160Marketers are limited with two minutes per hour amp160And between the two entities there are myriad legacy buysell systems with amp8220many pieces to be stitched together across twelve different systemsquot Bologna explainedamp160 quotThere is no way we can scale without solving that problem amp160Thatamp8217s where the TIP initiative comes inamp8221 amp160The opportunities are there for both buy and sell sides to facilitate the targeting of messages to reach the right consumers at the right timeamp8220Addressability should deliver audience at scaleamp8221 Bologna saidamp160 amp8220Define a segment and send a message to that particular home amp160Not 120 million households but whatever the percentage of the US your target audience is amp160And it should tie back to a sale or whatever goal you are trying to achieveamp8221The messaging amp8220has to be efficient as calculated by price divided by return on investmentamp8221 he notedamp160 amp8220It has to be transparent in terms of scale and it has to drive results you wantamp160 Addressable is the only area of TV where you start with a segment match it feed it in and tie it back to a saleamp8221New TechnologyWhat can broadcasters do today to implement addressable amp160To start Bologna said they can take full advantage of emerging technologies such as ATSC 30 amp160But Bologna is realistic about the timelineamp160 amp8220Speaking specifically about broadcast ATSC 30 would solve challenges for us tomorrow if it were mandatory but because it isn39t mandatory and it costs money it will be a slow roll outamp8221 he explainedamp160 Despite this heamp8217s bullish on the ATSC 30 Protocol Stack as a future gamechangeramp160 amp8220It will speed up adoption of addressable TV though it could be a while until this protocol is widely adoptedamp8221 he saidamp160 quotIf your TV is connected to the internet you can receive an addressable adamp8221Today implementation of addressable advertising faces challenges of scale but with an alliance between the TVB and several smart TV OEMs amp8220this is a great proof of concept and an interim solution until ATSC 30 is in playamp8221 Bologna advisedamp160 amp8220This is the broadcasters39 marketplace to conquerquotClick 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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Cadent’s Mike Bologna On What’s Next for Addressable Television

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Charlene Weisler

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Cadent’s Mike Bologna On What’s Next for Addressable Television

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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