If that seems like a tall order, there is still a growing array of publishers and ad-tech vendors seeking to give advertisers exactly what they want.

And that is music to the ears of one of the leading headphones and speakers manufacturers.

“The issue I have with TV is, I need to lock in budgets really early,” says Bose global media manager Jorma Kremser, in this video interview with Beet.TV. “And, once they’re locked in, I can’t move them around, and that’s not the case with digital.

“If I see a country or a region or an area or a product perform better or worse in one place or the other, I’m able to shift to make the campaign work harder, whatever the stuff like that’s happening in the company.”

Kremser says the likes of RTL’s AdConnect, the pan-European broadcast group’s ad sales unit that is also striking partnerships to make programmatic vide and TV ad sales easier, smoothe the path to digital-style buying.

“Where I want to go is, I want to deliver the right message at the right time to the right audiences using the right device but also the right platform,” he says.

“I need seamless integration of that data to make sure that I’m not wasting too many contacts and creating kind of synergies when it comes to making the message stick maybe on the awareness level. And then walk the journey with the consumer down the purchase funnel.”

This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect.  For more videos from the series, please visit this page.   For all of Beet.TV’s coverage of Cannes Lions 2019, please visit this page. 

In Spotify’s first trip to the Masters of Marketing Conference of the American Association of Advertisers, Kelly says in an interview with Beet.TV. that the key to the Branded Moments offerings is enabling listeners to mirror the “authenticity” of music.

“When we have 100 million active users connecting with over 30 million tracks against 2 billion playlists, that turns into something, and that something is a moment,” says Kelly.

One can easily imagine Gatorade sponsoring a 30-minute block of exercise-inducing tunes, or Baccardi if people select their favorite party accompaniment. Spotify wants brands to be there in those moments so they can “own this experience end to end,” Kelly explains. “You’ve never been able to do this before.”

The brand exposure encompasses an end cap, a vertical video and a mobile overlay for 30 minutes. “Anytime a listener press shuffle play, they’re going to be experiencing a relationship with that band. And that’s going to last 30 minutes, brought to you by Gatorade, or Bose, or Baccardi,” she says.

Asked how the return for the brands will be quantified at the end of the beta period, Kelly says Spotify is examining “what’s going to be the most effective way” to measure it. “We’re building in another layer of authenticity there. Unlike any other medium, it is a reflection of yourself,” Kelly says.

We interviewed her at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.