DeepIntent: Fighting Fragmentation With a Linear and CTV Power Pack

For most Americans TV is TV is TV It is the advertiser who makes the distinction As audiences continue to fragment the most effective way to spend advertising budgets becomes using linear television in combination with CTVDemand side platforms DSPs like DeepIntent help facilitate that DeepIntent built the first DSP purposefully for healthcare marketers to plan activate measure and optimize programmatic advertising campaigns all within a single platformThe power combo of linear and CTV was one of several topics that was brought to the forefront at the panel Adapting to Fragmentation Linear Connected TV which was part of DeepIntent39s recent Innovation With Intent Summit It was moderated by editor of and lead industry analyst for The Myers Report at MyersBizNet Jeff MinskyIn explaining the average consumer39s mindset Jason Wiese Senior Vice President and Director of Strategic Insights at the VAB noted the results of a recent survey When asked what they consider to be TV quot45 of consumers said that TV is anything they39re watching on TV whether it was linear TV or streaming Another 25 said anything they are watching on any sort of device is TVquot Interestingly there was no significant difference in responses among demographics likely attributable to the acceleration of digital habits during the pandemicGreg Joseph Senior Director Demand Partnerships at FreeWheel concurred adding quotWe need to think about television as the evolution of the device and the device not necessarily needing to be a big screen in someone39s homequotThat is not the only thing that is changingIn an industry that is continuing to move from historically CPP cost per point measurement to one measured by impressions CTV is no longer an addon buy used to reach incremental audiences According to Joseph quotOne thing we39ve seen is for every Upfront presentation now CTV is part of the conversationquot eMarketer projected that this year Upfront CTV video ad spending will swell to 596 billion a 32 increase over 2021What39s more the 2022 Upfront season is marked by a significant change from years past there is no ratings service currently accredited by the Media Rating Council quotIt39s really opened the door to consider other alternative measurements beyond the Nielsen panelquot noted the VAB39s WieseDSPs like DeepIntent allow advertisers to consider not just impressions but insights into who their audience is where they are and how they are reaching them This was pointed out in the kickoff to the Summit by Founder and CEO of DeepIntent Chris Paquette quotWe will see a convergence in the marketplace where marketers don39t have to choose between scale and precisionquot he addedReaching audiences precisely and at scale is not only costeffective but also opens the door to more diverse television messaging As Minsky noted quotThere can be interactivity There can be feedback There can be dynamic creativequotFreeWheel39s Joseph sees more dollars moving to programmatic as more inventory opens in longer time slots which is particularly attractive to pharma companies as they meet their regulatory requirements This holds true not just on traditional networks but on streaming platforms like Disney and Netflix which have announced plans for adsupported tiers However as Minsky pointed out that will not happen until at least fourth quarter 2022 quotI tend to doubt that Netflix and their licensing agreements for the content they have has the right to sell ads at least for a good majority of it which means it is going to be quite a while before this ad tier for Netflix comes outquotThere39s another factor to consider Joseph noted that spending on programmatic platforms is still not large enough for measurement to fully transition to impressions away from CPPA final overarching theme of the discussion concerned rumors of the death of advertising in favor of paid subscription modes which has been greatly exaggerated according to the panelists Pandemic habits changed some things for the long term such as the acceleration of digital transformation But it was not a death knell for advertisingConsumers do not dislike ads They dislike irrelevant ads that interfere with their customer experience In order for brands to make their marketing dollars work and combat the challenges of fragmentation they need to ensure they are reaching the right audiences with ads that are relevantPlatforms that are able to do that such as DeepIntent help solve the problem of fragmentation by allowing the advertiser to use CTV as a complement to linear TV working together to help pharma brands maximize their TV strategies Enhancements like precise targeting the ability to buy access to select audiences while remaining privacysafe are paving the wave for a sea change in the industry that goes beyond pharma itselfClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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DeepIntent: Fighting Fragmentation With a Linear and CTV Power Pack

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Joanne Tombrakos

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