Newsy's Ken Ripley on Best Practices for OTT Advertising

Michael Smith amp160Is OTT now a necessary part of every advertiser39s media mixKen Ripleyamp160amp160Definitelyamp160 What39s becoming increasingly difficult for any ad buyer is reach and as consumers continue to shift their TV consumption out of a Nielsenrated world and into a clouddelivered world achieving that reach strictly using Nielsen metrics becomes much more difficult for brand marketersamp160and for brands themselves amp160Whether you39re a consumerpackaged goods company or a pharmaceuticals marketer thatamp160needs to reach a mass audience and needs to look at OTT to supplement or replace lost impressions from the linear plan or you39re looking to be more targeted in the way you39re buying television OTT needs to be a part of your planSmith amp160Let39s talk about two issues that have traditionally plagued digital advertising brand safety and viewabilityamp160 What are the best practices you39ve learnedRipleyamp160 It39s important for us to control 100 of what shows up within our app on our screenamp160 Brand issues result at sites that simply putamp160a message into a digital environment where the publisher doesn39t have control over what shows up on the screenamp160 Since Newsy is a linear experience ads take up 100 of the screen which should be a marketer39s and media buyer39samp160priority amp160Their commercials aren39t competing with anything elseamp160 Best practice is a nonskippable ad so they39re seen in their entirety amp160Our length of view on OTT is an average of 50 minutes and people are staying with us and watching all the commercialsamp160 It39s a metric every buyer should considerSmith amp160Why did the EW Scripps Company purchase Newsy in 2014 and why is Scripps so bullish about streamingRipleyamp160 While I can39t speak for Scripps it39s a pretty simple storyamp160 Scripps has a 140year history of always following the consumeramp160 Scripps started as a newspaper company that became one of the first players in radio that became one of the first players in local television that became a huge player in cable televisionamp160 In that same manner they39re investing in OTT because it39s clear that the consumer is embracing itamp160 In order to stay relevant you must follow the consumerSmith amp160Newsy39s success in OTT news has invited new competition for major news brands like CBS and ABC that have all recently launched adsupported streaming servicesamp160 What does this mean for youRipleyamp160 Newsy is a true digital nativeamp160 We see an opportunity to redefine what a news network is in the OTT space amp160It39s our intention to be the news network of record not just in this space but ultimately in the broader media world as wellamp160 The way you do that is to stick to the facts which is what we do every single dayamp160 We do not have a bias amp160We are not leftleaning amp160We are not rightleaning amp160We don39t have any opinion programming amp160A big hole in the market from a genre perspective is just delivering newsamp160 We do this also with an eye towards the younger audience that39s driving the adoption of OTTamp160 We are something that39s relatable to a younger news viewer and that39s not an easy thing to doSmith amp160What39s been the Newsy strategy for leading in adsupported streamingRipleyamp160 We39ve been at it since the very early days of OTT so I think that you could call it first mover39s advantageamp160 Since we got started years ago we39ve made our product available to any way a consumer might be able to receive OTTamp160 We have been picked up by virtually every original equipment manufacturer every device every vMVPD and nearly every skinny bundle that39s been availableamp160 We39ll let the consumer decide if there39s a technology platform that emerges as the winner chances are we39re already there now amp160We39ve also been leaders in adenablement creating solutions for reducing load time and prefetching ads so that the consumer39s experience is the same as the linear viewing experienceamp160Smith amp160Where does Newsy sit in the overall advertising ecosystemRipleyamp160 We can deliver scaleamp160 We can deliver broad demographics or we can do advanced targetingamp160 We can do it with all the flexibility of digitalamp160 Plus a significant component of our business is local amp160We39re kind of a unicorn that can play for digital video dollars and national TV dollars while delivering all the ROI that marketers expectClick 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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Newsy's Ken Ripley on Best Practices for OTT Advertising

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Michael Smith

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Newsy's Ken Ripley on Best Practices for OTT Advertising

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