In the digital age, we’re often reminded about how far we’ve come from our prehistoric internet past. A similar shift is happening in traditional advertising and the way consumers build relationships with brands, writes Christian Dankl, co-founder of Precise TV. Today, advertisers have much more insight into specific, data-driven relationships between brands and consumers.
Television does drive sales lift, although the impact usually isn’t immediate. Broadcasters have been trying to change that for a long time. Until recently, however, the reality of shoppable TV has lagged far behind the idea. Publishers are busy exploring interactive TV ad formats, from QR codes to clickable overlays – but are advertisers buying in?
Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”
Open auctions appear to democratize and simplify CTV ad buying because they let marketers define parameters for viewers or inventory, enabling them to place ads quickly and cheaply across the ad-supported streaming services. But there’s a better way – open auctions are risky, and the emphasis is placed on price and meeting broad criteria, writes Ruby Resendez, director of digital solutions at Stirista.
Netflix is planning to introduce an ad-supported model to attract new viewers, and chances are it will embrace programmatic advertising, too. Without the portfolio of strategic partners that NBC and Disney have, Netflix will need to catch up somehow. Programmatic is one enticing option for doing so, writes Nicole Scaglione, global VP, OTT and CTV business, at PubMatic.
CTV presents an exciting opportunity for the midmarket and emerging brands and agencies – if they can leave some of the common misconceptions behind, writes Michael Wolk, senior director of business development at Goodway Group. Unlike traditional TV advertising, when the technology and data are used correctly, CTV is closing the gap between large and small brands.
Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.
Ad-supported video on demand is growing relentlessly. But fact is, TV audiences still consume live linear content – they just want to be able to watch it on their own terms, said Matt Hill, head of Fire device monetization at Amazon. Live TV made up 21% of the 154 million hours people spent watching content on a Fire TV device in February alone.
Large format advertising is here to stay. But what if you could link the TV screens in hotels with connected TV (CTV) through programmatic? Much of Marriott’s continued growth will stem from the hotel group’s debut of its very own ad network, writes Humphrey Ho, managing director of Hylink Digital’s Americas business.
The emergence of the streaming era has led to a transformative shift in M&A activity in media and entertainment. Streaming platforms are about to look vastly different as consolidation continues, giving rise to new monetization models and measurement tactics, writes Matt Papa, SVP of business and corporate development at Captify.
