“A lot of people use the data that the OEMs have in their measurement,” Cara Lewis, executive vice president and head of U.S. investment, Dentsu at Amplifi USA, said in this interview with Beet.TV. “Measurement is such a key talking point now in television in general. It’s important to have the data that the OEMs have, and to be partners with them.”
Source: eMarketer Insider Intelligence
Her agency has developed a CTV Playbook to provide a deeper look at ad inventories among different video channels. The goal is to avoid overexposing audiences to the same commercials, which is negative for consumer experience.
“Our approach is to be screen-agnostic, to make sure that we are building in and layering where frequency capping is happening,” Lewis said. “We’ve done an amazing analysis, our team, in terms of an overlay of who’s selling whose inventory.”
Combining the CTV Playbook with its Ampower optimization platform helps to see a more complete view of the television landscape and find the right balance between traditional linear TV and CTV for advertisers.
“We want to make sure that every impression that we’re landing is getting to that, meaning identity and getting to the root of who the consumer is and what they want to see,” Lewis said.
You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page.
]]>“I can say with confidence that we finally have this at scale,” Raghu Kodige, founder and chief executive of LG Ads, said in this interview with Beet.TV. “That’s mainly because of the connected TV environment, where it is possible to place your ad on the big screen, but also make it addressable and targeted to individual households – and measure the outcome as well.”
Source: eMarketer Insider Intelligence
LG Electronics this year launched LG Ads as the consumer electronics giant rebranded its Alphonso adtech and analytics platform. The company this month introduced a smart TV operating system called River OS to support a more personalized viewing experience for consumers.
Audience Data Consolidation
The market for audience data is consolidating as the major original equipment makers (OEMs) including LG Electronics reduce the distribution of automatic content recognition (ACR) information about what appears on TV screens. Brands now can get the reach they want on traditional linear TV and over-the-top (OTT) platforms by working with a smaller group of OEM ad networks like LG Ads.
“It helps the market overall use the data better,” Kodige said. “Even for things like enforcing frequency across linear TV and OTT, if you’re working with a few large players who have the scale, you can achieve that.”
You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page.
]]>“Our research shows that there’s very little duplication across the major OEM households,” Katie Barrett, head of programmatic at LG Ads, said in this interview with Beet.TV. “It allows advertisers the ability to buy audiences within our walls without very much overlap, especially now that our datasets are not available elsewhere.”
Automatic content recognition (ACR) technology provides insights on which commercials and programming appear on a TV screen, helping marketers to optimize their media buying strategies.
“It gives advertisers the majority of audiences and inventory on streaming platforms from a handful of partners,” Barrett said. “This simplifies the overall fragmentation that’s going on in the universe, making it almost as easy as broadcast TV buying, but this time with a lot more sophisticated data that will allow to find actual incrementality amongst unreachable audiences.”
LG Electronics this year launched LG Ads as the consumer electronics giant rebranded its Alphonso adtech and analytics platform. The company this month introduced a smart TV operating system called River OS to support a more personalized viewing experience for consumers.
‘Home Page of the Household’
Similar to digital media, CTV data provide a variety insights about media consumption habits. The information helps marketers to manage their reach and frequency, and stand out from their competitors.
Source: eMarketer Insider Intelligence
“OEMs or smart TVs who are collecting ACR are understanding everything that touches that glass,” Barrett said. “What that offers is an opportunity to have a similar experience in the living room, where now the smart TV is really the home page of the household.”
Advertisers that commit budgets to CTV platforms are more likely to reach audiences that have canceled their cable and satellite service in favor of streaming video.
“We’re seeing that CTV and OTT are only accounting for a small percentage of overall reach,” Barrett said. “This isn’t because the OEMs and streaming platforms can’t deliver it, but rather marketers as a whole are not buying enough impressions to have real scale within the platform. They need to move those dollars over to actually achieve the promise that CTV can offer them.”
You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page.
]]>“Three or four years ago, who would have thought that the OEMs would be playing such an important role here?” Serge Matta, president of LG Ads, said in this interview with Beet.TV. “It is very rare that I go into a brand or an agency or advertiser and…educate them about CTV. They’ve been well educated. They’re very sophisticated buyers.”
Source: eMarketer Insider Intelligence
LG Electronics this year launched LG Ads as the consumer electronics giant rebranded its Alphonso adtech and analytics platform. Its global smart TV footprint consists of more than 120 million TVs worldwide, including 20 million in the United States.
LG Ads is building its sales team and developing its technology to support global growth, Matta said. The company this month introduced a smart TV operating system called River OS to support a more personalized viewing experience for consumers.
Cross-Platform Support
Matta said advertisers are seeking more information about CTV viewing habits, such as automated content recognition (ACR) data that indicate what appears on TV screens, including programming and ad creative.
“If there are campaigns that are cross-OEMs – among us and across others in the space — we are open to that measurement and making sure that it’s consistent,” Matta said. “If you don’t have the measurement in place, you can’t evolve as an industry and as a medium in terms of CTV.”
You are watching “Transformation: CTV and Data Are Changing the TV Advertising Marketplace,” a Beet.TV leadership series presented by LG Ads. For more videos, please visit this page.
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