Home AdExchanger Talks How TV Becomes The Hero Again, With RPA Chief Media Officer Jim Helberg

How TV Becomes The Hero Again, With RPA Chief Media Officer Jim Helberg

SHARE:

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.

As addressable TV advertising gains steam, so too has excitement among agencies and marketers. This week on AdExchanger Talks, Jim Helberg, chief media officer at independent agency RPA, describes the progress so far and what he hopes to see next.

RPA’s clients see benefits in CTV that track closely with the efficiencies in digital programmatic. RPA can easily understand consumer behaviors, target audiences in the right need-state and connect individual ad exposures to conversions. The pain points often referenced for CTV – frequency management, fraud and transparency – are not major concerns for Helberg.

“Results vary by client and campaign, but overall I couldn’t be more pleased with where we are at this point in time,” he says.

Helberg’s big request of the industry at this stage is for media sellers to step up. We wants to see accelerated technology spending by the biggest broadcast and cable companies in order to increase viewership and create more addressable ad inventory.

“I really encourage everyone on the larger broadcast side to invest in this piece. It could be the return of a lot of revenues back into their systems,” he says. “What once was the power of large blunt objects in terms of audiences could now translate into the power of precision in a world of platforms we could never have even imagined. But that’s going to be driven by technology.“

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.