You are watching “Addressable Advertising: A New Reality for Linear TV,” a Beet.TV leadership series presented by SpotX. For more videos, please visit this page.
That is the view of Adam Gilbert, head of partnerships at media agency Initiative.
In this video interview with Beet.TV, Gilbert, whose team has accounts including Salesforce, Citrix, Arby’s and Boeing, explains what the industry can expect.
Gilbert says the big connected TV development of 2020 – increasing consumption driven by stay-at-home consumers plus the growth in new service offerings – has created the condition for mass personalized TV advertising.
But manging frequency capping across all those inventory sources is tricky, he says/
“Therefore, I think the future for CTV certainly is going to be in kind of a consolidated effort in a programmatic or addressable activation, that allows us to see consumers in one consistent, cohesive way,” Gilbert says.
“Ideally this will happen and kind of a collective or portfolio way of approaching video buying. Unfortunately right now we’re seeing that the video marketplace is heavily fragmented.”
But Gilbert, who oversees media investment in excess of $500 million, says progress ie being made on that front.
“I do think that 2021 will be a transformative year for the likes of video planning and buying, to really allow us to achieve more omni-channel approaches in order to engage audiences in a connected ecosystem,” he says.
“I would love to see kind of an all-ecosystem, all-touch point enabled mapping of the customer journey. That will fundamentally require a full reworking of the attribution system across – not just CTV or TV itself, but the full advertising ecosystem.
“I do think that 2021 will be a pivotal year for this, given the preparation and things in the year ahead for the inevitable crumbling of the cookie in 2022.”
But, whilst ecosystem kinks get ironed out, the industry should also expect some legislation action this year.
“2021 is going to be a pivotal year for consumer privacy,” Gilbert adds. “I anticipate that, with the new Biden administration, we’re likely to see that policies as well as more comprehensive legislation will be brought forward from a privacy perspective to the likes of CCPA and GDPR.
“While certainly anything that might be enacted likely won’t be to as far an extreme or conservative of an approach as we’ve seen with GDPR, maybe even CCPA, we do anticipate that there will be an introduction that will help standardise some of the ways that we engage consumers across this category from a privacy perspective.
“That will therefore also have ripple-down effects from a measurement and attribution perspective as well.
“That will inherently then challenge brands, as well as advertisers and agencies today, throughout the course of 2021 to be thinking ahead and preparing for that inevitable change as that will impact front-end metrics as well as back-end ROAS.”
You are watching “Addressable Advertising: A New Reality for Linear TV,” a Beet.TV leadership series presented by SpotX. For more videos, please visit this page.
He also traces the arc of a digital content ecosystem that is in a sort of “retrograde” phase as live content becomes more prevalent amid the decline of linear television viewing.
“The mantra of the week: premium content at scale. Original content being produced by publishers, really in response to cultural trends,” Gilbert, who is Head of Digital, Midwest, says in this interview with Beet.TV.
It’s premium not just in the various big-name publishers that are generating content but also in the “production values that is elevating this content to a premium level.”
While many content partnerships were announced at this year’s NewFronts, they were accompanied by other collaborations, for example publisher-to-publisher and publisher-to-platform.
“As well as even partners such as Hulu trying to hold themselves more accountable through the likes of measurement partnerships with Nielsen, IRI as well as others,” says Gilbert. “That to me as a marketer, as an advertiser, as an agency lead is critical to defining success for the future ahead of our clients and brands.”
He also heard “the loud and continued cry towards personalization and creating authentic resonance with consumers, ultimately helping to also ensure brand safety along the way.”
Gilbert’s perspective includes a view of the marketplace for live content that for him suggests a “retrograde” of how the digital marketplace has been built and where it’s going.
“Digital video has really been build off of traditional both long-form and short-form content that gets uploaded and then lives in perpetuity,” he says.
This stands in contrast to linear TV, which has largely been live and which still draws “a wealth” of live audiences.
“In order to draw more audiences away from linear and traditional channels to digital platforms, we are seeing the likes of ESPN, Twitter and Facebook live. We also heard it last night at YouTube’s Brandcast is they’re continuing to double down with YouTube TV. So I expect we’ll continue to see that grow in the years ahead.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>