Let’s Get Personal

If youamp8217re among the vast majority at least partially dependent on advertising whether broadcast or cable TV or CTV and digitalfirst and increasingly hybrid AVODSVOD amp8211 then you might want to heed the words of TobaccowalaTobaccowala made his assertion at the recent Go Addressable conference in New York City essentially emphasizing the point that marketers and adsupported video providers who hesitate to adopt targeted advertising solutions and the demonstrable ROI those can deliver risk getting bypassed by eventsYou might say that in more than one sense Tobaccowala was having a amp8220personalamp8221 conversation with his audience And if you are dependent on advertising Iamp8217d like to have a amp8220personalamp8221 discussion with youWhether at industry gatherings such as the Go Addressable conference or in private conversations with forwardthinking marketing experts the overriding message is that 2024 will be a pivotal year for the advancement of holistic ad solutions encompassing CTV addressable TV plus traditional linear TV with true crossplatform adplacement measurement and targeting And if there were one consensus word that might best encapsulate the direction of video marketing it is personalizationPersonalization is rapidly becoming not only available but an inescapable reality on every platform For example we recently announced a partnership with DOOH advertising platform Perpetual Media enabling us to be the exclusive local and regional direct advertising sales firm in all our more than 60 DMAs for Perpetual Media and in all of Perpetual Mediaamp8217s locations beyond the Viamedia DMAs While ad targeting has largely been focused on mobile and inhome devices and platforms Perpetual Media has cracked the code for delivering personalized video messaging to consumers via placebased outofhome networks Since our announcement other DOOH firms have approached us understanding that personalized targeting will soon be expected by their clientsThe reality is that the marketplace demands more transparency datadriven insights and efficient ad delivery Consumers gravitate toward personalized messaging and surveys consistently indicate theyamp8217ll accept marketersamp8217 messages if theyamp8217re relevant Marketers understandably are becoming more focused on ROI and they want their messages delivered wherever their prospective consumers can be reachedSo Iamp8217ll add my voice to the chorus in saying we can expect to see further progress toward seamless integration of linear TV digital programmatic advertising and Dynamic Ad Insertion DAI allowing realtime tailored ad customization This convergence is not just about merging platforms it39s about creating the unified advertising ecosystem that our customers demand Like consumers media buyers are platformagnostic their goal is to deliver personalized ad experiences strategically placed in programs and other video content that consumers enjoyWeamp8217ve worked for years at Viamedia to help clients position themselves for the onrushing integration of technologies designed to deliver targeting personalization and ROI Weamp8217ve developed our DAI offering to ensure that ads are contextually relevant and timely our clients should accept no lessBottomline marketers are opting to get personal with consumers wherever they are and on whatever screen faces themWhile various slices of the video advertising pie are shifting in size and weight the overall pie over time continues to grow This is because video advertising works Ad technology is enabling it to work better than ever amp8211 and measurably soThe future is bright for video advertising Data and technology can help predict consumer behavior optimize ad placements and personalize realtime ad experiences This is a good thing for all participants in the marketing funnelPermit me to be the umpteenth person to invoke 19th century Philadelphia retailer John Wanamaker who reportedly and famously said amp8220Half the money I spend on advertising is wasted the trouble is I don39t know which halfamp8221As an industry weamp8217re finally nearing the day after well more than a century when weamp8217ll at long last have that knowledgeAnd 2024 will be a pivotal year toward achieving that longelusive objective It will be the year we truly amp8220get personalamp8221I encourage readers to reach out with their questions or thoughts Feel free to email me at infoviamediatvcomPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 MediaVillageorgMyersBizNet

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Let’s Get Personal

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David Solomon

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

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Let’s Get Personal

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

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