But now, new techniques offered by connected TV platforms promise a lot more.
In Elevated Video, a Beet.TV leadership series presented by TripleLift, eight executives explored what that opportunity looks like.
At TripleLift, the native ad company that has launched a connected TV offering in beta, advanced advertising GM Michael Shields says formats like ad insertions into TV shows, split-screen ads and other overlays “allows publishers to lower ad loads”.
“Unscripted, lighthearted comedies… you’ve probably seen our units in a lot of cooking shows – we think that that’s going to be the future ad model for a certain kind of programming.”
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At Havas’ Media Group’s health practice, managing partner Peter Sedlarcik welcomes the greater finesse available in contextual ad data.
“Contextual has really had a renaissance. We’re using more contextual data streams in order to inform strategy. There’s more of a balance now between purchased based data sets that have been kind of pre-eminent in a lot of the planning that we’ve been doing as an agency.”
Dentsu Media U.S. media partnerships EVP Sarah Stringer says buying connected TV is still “very convoluted”.
“A lot of different people sell a lot of the same channels, which means that we’re not getting that single point of view. You’re not getting the efficiencies that you want. How do we demystify the marketplace?”
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At cooking video producer Tastemade, Jeff Imberman, head of sales and brand partnerships, says connected TV manages to combine the best qualities of TV and digital.
“It’s traditional yet progressive all at the same time. You’re still able to serve 15 and 30-second ads the way a linear network can – but what makes it really compelling is it’s delivered in a digital format across digital pipes, so it allows for very unique targeting, contextual especially.”
For Team Whistle, a digital sports content producer, Anthony Susi, vice president of over-the-top sales, says audiences give positive feedback to brand partnerships in its content.
“Picture Bear Grylls wading through the water with a Powerade ad behind it, things like that. We do it in an organic way and not really force down your throat.”
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MediaScience CEO Duane Varan says the advertising world is no longer about everyone using a “one-size-fits-all” paradigm of buying 30-second ads using traditional currencies.
“That model is flawed in a lot of ways. All brands are not the same. All categories are not the same. Our objectives are not the same. Every brand needs to discover the best in class measures delivering against those specific communication objectives.”
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Srinivasan KA of Amagi, a company that helps enable linear ad-supported streaming channels, says changing consumption patterns mean media must change.
“Nobody just has the patience for sitting through 10 minutes of advertising on a per hour basis. You’re going to have much more integrated ad formats. Native advertising on connected TV would kind of blend both content and advertising in a seamless fashion.”
Liza Davidian, EVP of investment and activation at GroupM, says connected TV can be the start of a sequenced conversation with consumers.
“If it speaks to me again on a more personalised device like your Instagram or any type of social media on my phone, I applaud an advertiser who further digs deeper into the funnel and makes their message a little bit more customised.”
]]>Customized Ads at Scale Are Key to Optimized Video Campaigns: GroupM’s Liza Davidian
The digital sports and entertainment company has more than 50 series distributed among more than 30 different platforms for teens and young adults. Its video programming recently surpassed 4 billion views among social media outlets including Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube. Global TV sports programmer Eleven Sports in March reached a deal to acquire Team Whistle.
“We know the younger audience viewing behavior is different now,” Anthony Susi, vice president of over-the-top sales at Team Whistle, said in this interview with Beet.TV. “We see a trend in the decline in live sports viewing, so for us to air sport-adjacent content in a time when we see live sports declining has resonated with our audience.”
Younger viewers prefer to watch highlight reels instead of sitting through a two-and-a-half-hour game. They also seek human interest stories that show the more relatable side of professional athletes, such as their personal activities away from the game.
Team Whistle provides ways for marketers to integrate their messaging within brand-safe content that helps to create positive sentiment among consumers. The company works with native advertising technology company TripleLift to offer customized product placements within programming.
“Working with TripleLift in this CTV space also brings a different level of opportunity to these brands,” Susi said. “It’s not just in the ad breaks, but finding unique moments within a program to add in contextually relevant branding.”
Integrated branding can help to reach viewers when they’re most engaged with content, in contrast to commercial breaks that interrupt programming. The integration helps to improve brand recall.
“The same way that content wants to connect with an audience, brands want to connect with their audience,” Susi said. “That’s a unique play that we offer, especially with our branded content side and something with TripleLift and their unique offering.”
Looking ahead, Team Whistle is planning to expand its Whistle TV programming for connected TV so that it runs continuously without days off or seasonal interruptions.
“We have a great new programming slate for the back half of this year leading into 2020,” Susi said. “Partners can partner with us in that branded content way, but also in strategic partnership ways with opportunities like TripleLift.”
You are watching “It’s time to elevate your video ads, or risk getting left behind,” a Beet.TV leadership series presented by TripleLift. For more videos, please visit this page.
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