But, whilst technology has brought buyers to that point, institutional factors mean many ad buyers still plan their clients’ spending in separate lanes.
That is according to video ad-tech platform Amobee‘s chief strategy officer Philip Smolin.
“The bigger challenge right now is organisational and operational,” Smolin says in this video interview with Beet.TV.
“For a lot of agencies, you still have a pretty big silo wall between what is the TV investment team and the digital trading team. And they’re planning differently, certainly, they’re executing differently, but oftentimes they’re measuring differently.
“If you don’t have a common measurement framework for both of them to look at, you cannot get those teams to work in a collaborative, orchestrated way.
“That requires a lot of change organizationally and operationally, and in this industry, I think we sometimes over focus on looking for technology to solve everything. And I would say the technology and the data at this point is really a couple of steps ahead of the state of the industry and now it’s about implementing.”
In December, Amobee launched 4Screen, a software solution that uses melds both Nielsen’s TV audience panel measurement with its Gracenote data, capturing smart TV owners’ actual viewership data, to improve ad planning.
4Screen works because Nielsen is now using machine learning to assign traditional demographics to the exact data produced when Gracenote’s ACR (automatic content recognition) listens to smart TV owners’ actual viewing. It works across connected TV, linear TV, mobile and desktop.
Smolin was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>“How do you measure these audiences? How do you measure the sentiment on social? Data and second screens let you engage with viewers. Who are these people? What do they like? What do they want?” he asks. By mining that information networks can then use it to inform programming choices and ad choices. “Data is going to tie this together and networks can use it to better reach viewers.” Second screen devices are the vehicles for interaction with a show, and the ensuing insight into the audience, he explains.
He points to examples from ESPN and Verizon, and from Vine and Dunkin’ Donuts as effective second screen marketing.
Wolk was interviewed by Beet.TV at the TV Of Tomorrow show in New York.
]]>No longer limited by YouTube or other video portals, direct distribution to consumers is becoming viable, albeit with proper marketing support.
We sat down with Alan Wolk, Global Lead Analyst at Piksel for this update on the company, the move to direct distribution via IPTV and his views on the future of digital video delivery and consumption.
Piksel emerged out of the reorganization of Kit Digital last summer.
]]>Most binge viewers vary how they watch their favorite programs – some watch marathon style, and some watch once or twice a week, he says. Piksel also found that about 90% of viewers said they watch their favorite shows on a recorded, streaming or on-demand basis. “If it’s their favorite show, they’ll make time for it,” he says. Twitter and Shazam are the biggest venues for second screen interaction so far, he adds.
Ryan Seacrest’s new game show could give a big boost to second-screen activities overall, Wolk says.
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