Addressable Ads Growing on Linear TV
Chris Maccaro, chief executive of Beachfront Media
“We’re most excited about accelerating addressability across traditional linear, and that’s where we see an enormous amount of growth, both this year and into the future,” Maccaro said. “Our focus has really been on enablement, building the infrastructure to enable that addressability to happen, and then bringing the ability to access that supply through automated channels,” Maccaro adds.
Addressable TV Is Bridge Between Linear, Streaming
Adam Gaynor, vice president of network partnerships at Vizio
“Addressable TV today acts as the bridge between linear and streaming,” Gaynor said. “When I think about it from the buy-side, when I think about it from the brand side, we now have a real opportunity to help brands as they find their audiences in both the connected TV world and the linear world, to connect them by using addressable TV.”
Media Measurement Underpins Convergence
Beth Weeks, vice president and group director at Digitas
“Measurement becomes critically important as we’re losing reach on linear, but gaining in digital video,” Weeks said. “How are we validating the effectiveness of that holistic reach as we think about bridging those platforms, and being able to validate and verify that we’re achieving those critical KPIs and those business outcomes that our clients are expecting.”
Unification Means Greater ROI
Huda Kazi, vice president of ad technology and operations at Discovery
“Unification is key. We’re hyper-focused on creating a large deduplicated supply pool for our advertisers,” Kazi said. “This allows us to provide greater ROI for the advertisers while maintaining the value of our own content.”
Video-on-Demand Offers Brand Safety
Chris Pizzurro, senior vice president of global sales and marketing at Canoe
“We have a very well lit, brand-safe VOD environment today with the Canoe footprint,” Pizzurro said. “We absolutely need to maintain that quality, but we know we need to open up the pipes to programmatic so our programmers can sell 100% of their inventory…We’re up-and-running, and we look to turn up the heat this year.”
Brand, Consumer Experiences Are Key
Rob Christensen, vice president of advanced TV sales and distribution at Vevo
“As we’re running ad pods in multiple minutes per hour, it’s important for us to make sure that it’s a great experience for brands, it’s a great experience for users and of course, maximizing the monetization opportunities,” Christensen said.
Don’t Forget Frequency Capping
JoAnna Foyle, senior vice president of inventory partnerships at The Trade Desk
“[Ad] frequency is a big challenge, that if you’re not using the right platform and the right tools – we see this as consumers while we’re watching content on mobile devices, on streaming services…the odds are frequency isn’t being managed very well,” Foyle said. “One of the things we talk to our buyers a lot about is making sure that they’re using the tools available to them.”
CTV, OTT See Data-Driven Innovations
John Vilade, head of ad sales at Premion
“We’re out right now doing a lot of education with marketers. Marketers are seeing rapid changes in the marketplace. There’s a lot of complexity and fragmentation. There’s a lot of nuance in terms of what you can do inside the connected TV space,” Vilade said. “I’m most excited about now is the data-driven innovations that we’re seeing inside of connected TV and OTT.”
You are watching “Convergent TV: Driving Addressability Across Traditional and Connected TV,” a Beet.TV leadership series presented by Beachfront. For more videos, please visit this page.
]]>But that’s only half the story.
In this video interview with Beet.TV, the chief executive of one TV ad-tech company says linear has a future.
Viewing habits converging
VOD and linear viewership could be on course to equal each other, at 50% of total viewing, by 2031, according to UK TV measurement agency BARB.
But Chris Maccaro of Beachfront Media says linear remains important.
“We don’t see linear TV going away anytime soon, although we’re extremely excited about the growth in convergent TV,” he says. “In our opinion it’s one of the most exciting mediums in advertising.
“We do feel like linear TV has been underserved via technology. And our mission is to continue to be a leader in servicing that sector of the market, and bringing the same automation and tools that streaming TV benefits from, to that linear client base.”
Co-mingling channels
Beachfront Media – based in New York, Florida and Pasadena – offers technology to publishers including revenue and yield, ad operations, ad experiences, unified decisioning, programmatic SSP, direct-sold ad server, creative validation, reporting and analytics.
“I think the biggest challenge is we see the acceleration to CTV,” Maccaro says.
“Although we’ve seen a decline in traditional TV, it still accounts for the vast majority of ad spend today.
“And what we continually see as a problem is the ability to co-mingle those assets, for a programmer, and the ability for the buy-side to be able to execute and buy across those disparate pools of supply through one interconnected channel.”
Paddling with OAR
To that end, Beachfront did a project with TV maker VIZIO’s Project OAR, a consortium aiming to standardize addressable TV advertising approaches.
The episode saw Beachfront use its decisioning technology to execute an addressable TV ad campaign across locally and nationally syndicated TV programming seen on more than three million VIZIO TVs.
“Our focus has really been on enablement, building the infrastructure to enable that addressability to happen, and then bringing the ability to access that supply through automated channels,” Maccaro adds.
“We’re most excited about accelerating addressability across traditional linear, and that’s where we see an enormous amount of growth, both this year and into the future.”
You are watching “Convergent TV: Driving Addressability Across Traditional and Connected TV,” a Beet.TV leadership series presented by Beachfront. For more videos, please visit this page.
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