Freewheel Panel at CES: Embracing the Inevitable Ad Trends in 2023

Among the inevitabilities in his view consumers have the power and will use it Keeping consumers at the forefront of priorities is imperative According to eMarketer there are 218 million videoondemand subscription viewers And the number of free ad supported TV FAST options is growing exponentially Year over year FAST viewership has doubled and 29 of total TV ads are provided via FAST services according to a research study by ComcastThe second inevitability is that regulations will bring more chaos The industry has seen more legislation over the last two years than in the last 50 years combined McKee said referencing the General Data Protection Regulation California Consumer Privacy Act the Online Privacy Act and a mosaic of state regulationsquotWe are stewards of the consumers we servequot said McKee quotAs such we must invest in privacyfirst advertising technology and innovate with purposequot to protect consumer experiencesThe third inevitability McKee identified is that siloed TV strategies will fail From the erosion of ratings to the fragmentation of TV measurement the industry must work together to unify silos to benefit the consumerDuring the session FreeWheel also featured a panel and a fireside chat with Lisa Giacosa Chief Investment Officer at Spark FoundryGiacosa believes that the biggest inevitability of 2023 is that it will be the quotYear of Dataquot With so much regulation advertisers need to get comfortable with data compliance to not only get better insights but to also understand where and when consumers are engaging with their contentGiacosa is focused on innovations around data actionability quotNot all impressions are created equal so how do we use actionable data to find and scale the ones that are driving the most profitable business outcomesquot she asked One answer is to put data first and utilize it to solve issues like quotover frequencyquotAnother key theme throughout the fireside chat and the subsequent panel was the importance of advertising in a recession Giacosa likened it to dating quotIf you have a great first date but don39t come to the second and third date you can39t expect to come back 10 years later and get marriedquot she saidFreeWheel39s panel was moderated by Katy Loria Chief Revenue Officer FreeWheel Her panelists included Joseph Cady Executive Vice President Advanced Advertising ampamp Partnerships NBCUniversal Samantha Jacobson Chief Strategy Officer The Trade Desk and Marcien Jenckes President XumoAll panelists were in full agreement that the consumer and their experience need to be the No 1 priority for advertisers and solutions alikeStill in its early days connected TV CTV has an opportunity to rethink the consumer experience for the better NBCUniversal did this by forming a streaming council to create Peacock39s consumer experience Cady said the work clearly resonated as 90 of their users are FAST subscribers One example of this is Peacock39s Binge Ad format where a user can binge a longer ad which then decreases ad load time quotConsumers that engage with a Binge Ad view two times more content and advertisers see a 12point lift in business outcomesquot Cady explainedAnother way the industry is rethinking the consumer experience is by elevating the content and making the quotwherequot secondary quotConsumers don39t care where they watch they simply want to watch the content they are interested in no matter the platformquot Jenckes notedWith an economic downturn the cost of multiple streaming services is top of mind for many consumers Traditionally ads have been thought of as the quottaxquot of watching shows quotThere39s a bias that consumers would rather pay for content than watch adsquot said Loria But with the pressures of how to save money more consumers are willing to watch adsCady said NBCUniversal is focused on helping to make it easier for more advertisers to measure premium TV buys with their selfserve programmatic ad portal Peacock Ad Manager launching this quarter Built on top of FreeWheel and Comcast39s advertising technology it is designed to pair NBC39s streaming portfolio with outofthebox attribution measurementThe Trade Desk is taking another approach to rethinking the consumer experience by empowering advertisers with better ways to onboard and activate their firstparty data Ahead of the panel they announced the launch of Galileo The solution shifts away from legacy payment models and utilizes fractional pricing to offer data and targeting in a more costeffective way for advertisers Jacobson explainedIn addition Galileo enables advertisers to onboard and activate their firstparty data across all publishers platforms devices and channels including CTV proving a true omnichannel identity environmentClick 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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Freewheel Panel at CES: Embracing the Inevitable Ad Trends in 2023

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Brandie Feuer

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Freewheel Panel at CES: Embracing the Inevitable Ad Trends in 2023

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