TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.
Netflix is joining the AVOD squad at an industry-wide inflection point. Despite exploding consumer and ad revenue growth, CTV also still has growing pains (you know, like the ad overload plaguing the viewing experience). But with a strong market presence – and “extremely attractive first-party data” – Netflix could help CTV turn the corner, writes Chris Keune, VP of data science and product at Kargo.
Programmatic buying is a mainstay of digital advertising, but its role in the TV ecosystem is relatively new – and very different. To make programmatic work for TV, digital-native marketers will need a much broader media strategy, said Nicole Whitesel, EVP of advanced TV and Publicis Media, who will be speaking at Programmatic I/O, taking place in Las Vegas from May 23-25.
Linear TV has long dominated the marketing mix for pharmaceutical brands and their agencies, but it won’t be long before CTV overrides linear for overall audience share. And unlike linear, CTV offers precise programmatic targeting, making CTV ads more relevant and more cost-effective, writes Marcella Milliet Sciorra, CMO of DeepIntent.
Convergent TV isn’t just about marrying linear and streaming. Linear has its own fragmentation challenges, from local and national addressable to broadcast and cable. Ampersand is on a mission to patch the holes by corralling as much TV inventory as possible because “making a delineation between linear addressable and streaming is doing our industry a disservice,” said CEO Nicolle Pangis.
The debate following Netflix’s recently released Q1 results illustrates the need for a less binary perspective on advertising vs. subscription models, writes audience and data strategy consultant Alessandro De Zanche.
What’s example of something that digital media companies can learn from the CTV space? “First, it’s that getting into CTV is not as scary as it sounds. It does require heavy investment, but there is also a lucrative return. CTV took what digital has done and made it simpler,” says VP of global revenue operations for CTV and digital at Trusted Media Brands.
Amid the reeling following cookie deprecation, industry pundits are also sounding the alarm over the viability of IP addresses as an actionable identifier. But when it comes to streaming media advertising and monetization, which is largely underpinned by IPs, there’s still more good news than bad, writes Andre Swanston, SVP of Media & Entertainment Vertical at TransUnion.
Half of the $200 billiion ad market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. But despite representing such a massive chunk of the marketplace, mid-market advertisers face many constraints with few tools to answer the most basic existential questions in advertising, writes Marilois Snowman, CEO & Founder of Mediastruction.
The Roku Channel was born in 2017 as a licensed third-party content hub to woo audiences toward streaming. Then, the channel began courting original content in 2021. The wider the content distribution, “the more engagement we can drive with our advertisers and the more we can monetize and invest in content,” said Katina Papas Wachter, head of ad sales and strategy at The Roku Channel.
The latest wave of gaming and ad tech consolidation has the industry exploring new advertising opportunities. But in-game ads require a very deep understanding of your audience – ad tech and gaming mergers “need to own their customer relationships bean to cup,” writes Ionut Ciobotaru, co-CEO of Verve Group.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Peer39 CEO Mario Diez. CTV remains one of the brightest spots in the advertising landscape. As with all emerging media, advertisers are eager to follow consumers wherever they go. And because CTV combines the time-tested […]
TV inventory fragmentation means publishers need new ways in which to aggregate their inventory, connect with buyers and transact. To make TV convergence a reality, FreeWheel’s new GM Mark McKee plans to bolster the company’s role in the ecosystem as a player in cross-platform TV standardization and automation.
Despite fragmentation and automation in TV inventory, marketers and brands have options to ensure advertising quality in their media buys. Ad quality is a “team sport” that requires industry-wide standards, writes Louqman Parampath, Roku’s VP of Product Management. But on top of that, “the best way for brands to ensure quality is to prioritize direct relationships with trusted platforms and publishers.”
This year’s Upfronts need to continue the conversation about measurement that includes outcome-based guarantees in a linear and, eventually, convergent TV world. Otherwise, the TV industry risks falling further and further behind digital capabilities, writes Spencer Lambert, manager of product and partnership success at datafuelX.
Proponents of addressable TV call it the future of advertising – a world where marketers can lean on hard data to better target their audience. But there’s still a long, long way to go from using advertising addressable TV as a brand-building asset to relying on it to sell products, writes Matt Krepsik, chief technology officer at Quotient.
The lines between traditional and connected TV are getting blurrier. YouTube’s Brandcast event will be the same week as the Upfronts. Is it a move to declare the end of traditional TV? Probably not, writes Lauren Douglass, Channel Factory’s SVP of global marketing – perhaps it’s YouTube’s way of asking everyone to “stop treating CTV and linear TV as two completely separate entities.”
TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.
As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.
Ask five people about the potential of connected TV (CTV) and you’re likely to get 10 different answers. That’s because CTV is massively misunderstood, even though it’s one of the fastest-growing channels in digital advertising, writes Michael Tuminello, VP of strategy at Mediaocean.
CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.
Many US companies, including video ad platform Innovid, strengthened their commitments to DEI over the past two years. There’s been “a ton of conversation” about diversity, equity and inclusion-related issues that are finally “turning into action,” but there’s still a long way to go, said Innovid’s CMO Stephanie Geno.
TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
Pharma’s digital transformation has accelerated media spending on video across devices. And media buyers in the pharma space have ways to overcome the additional challenge of needing to adhere to numerous regulations, writes Kelly McAloon, Associate Media Director of Programmatic at Good Apple.
As CTV grows, advertisers are looking to allocate more marketing dollars to the channel. But advertisers should be strategic about how they spread out their spend, writes John Hamilton, CEO of TVDataNow.
Ad tech companies are partnering up left and right to aggregate as much TV data as possible. But for media buyers, TV inventory also needs to be alike and accessible across channels – which is possible through an end-to-end platform, said Jessica La Rosa, VP of partnerships and data at Tremor International.
From AI technologies and machine learning to the growth of OTT video platforms, mobile games and more, ad tech continues to thrive as the world goes digital. It’s why programmatic media buying is going to push CTV out of the Wild West, writes Jeremy Fain, co-founder and CEO at Cognitiv.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Mark Fleisch, SVP of national sales at GroundTruth. Supply-chain issues have affected everything from weekly grocery trips to brand loyalty. But for marketers, inventory challenges extend beyond manufacturing floors and empty store shelves. The digital […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Pam Zucker, SVP and head of marketing at Amobee. In a recent interview, IAB CEO David Cohen challenged advertisers “to rethink how they buy television.” He highlighted the dramatic change in consumption since the onset […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Advertisers always pay millions to promote themselves during the Super Bowl – but this year’s big game is particularly competitive. Roughly 40% of brands buying airtime during the Super Bowl this year are first-timers, and some advertisers had to […]
