But, to get there, the industry is currently in a phase of stitching together a still-proliferating range of viewing services and buying options.
In this video interview with Beet.TV, Kevin Lemberg, Head of Partnerships for Advertising Solutions at Comcast Technology Solutions, says, to improve matters, the industry needs to come together and use technology.
“In order to move the TV ecosystem into the new future, you’re going to have to have sort of a standard language,” Lemberg says.
“You’re going to have to have those standard and unified goals and objectives, because there’s going to be multiple different companies and technologies that exist within the ecosystem.”
Surveys and studies have found ad buyers believe exploiting the opportunity of convergence is too complicated.
That is causing TV networks to worry that, if buyers are put off, the opportunity may be squandered.
Lemberg says: “If you’re not speaking that same language, if you’re not partnering correctly and efficiently, and having the ability to interact with one another, and coordinate with one another, you’re going to have these islands out there that are going to be continuing to keep the TV ecosystem from evolving and from growing because each one will be in a silo.”
With over 720 staff, Comcast Technology Solutions offers a range of infrastructure suites for digital communication.
Lemberg thinks digitizing and automating workflows will play a big part in transformation.
“I think they’re important because it takes away a lot of the manual process,” he says.
“You have days upon days, approval upon approvals, spreadsheets upon spreadsheets, different teams having to talk to other areas, and you just couldn’t get campaigns live on time,” Lemberg explains. “So there was opportunity there to miss out on impressions and on audiences and on revenue.
“Now with these partnerships and these new technologies and the belief in automation, things are happening in a much more efficient way. The companies are seeing a business impact by being able to not only save money, but to generate more revenue opportunities, and just be more efficient and more intelligent in the way they’re working in reaching audiences.”
You are watching “What’s Next For Advertisers? Key Changes That Will Drive The Industry Forward,” a Beet.TV leadership series presented by Comcast Technology Solutions. For more videos, please visit this page. For Comcast Technology Solutions’ paper on these topics, please visit this link.
]]>But, if they are not careful, some TV ad sellers and buyers also end up feeling the extra complexity that goes hand-in-hand feels like Kryptonite.
A new thought leadership project, What Next for the TV Advertising Market?, from Comcast Technology Solutions, is highlighting how ad volumes are to proliferate – and sounds a warning that companies may struggle to cope.
“What we’re seeing is a massive increase in ad volume growth and ad versions,” says Richard Nunn, VP and GM of advertiser suite at Comcast Technology Solutions, in this video interview with Beet.TV senior adviser Jon Watts.
“A big spike and a tipping point in ad volumes is going to hit the marketplace.
“There’s a whole bunch of stats out there that say that, over the next three to four years, we’re going to see a seven-fold increase, which is huge in terms of ad volume.
“And then, if you layer addressability on top of that – you’re going to get different versions of ads, so maybe up to a thousand versions or more of one core ad that then turns into many – then you’re just going to see a massive acceleration of ad volume.”
Nunn thinks that is going to pose a challenge for an industry already struggling to cope with the convergence of linear and connected TV ad infrastructure.
Other surveys and studies have found ad buyers believe exploiting the opportunity of convergence is too complicated.
That is causing TV networks to worry that, if buyers are put off, the opportunity may be squandered.
So we have seen several initiatives and consortia form in the last couple of years, aiming to thrash out standards and working practices.
For Nunn, the chief answer comes in the shape of software.
“You have to deal with that through technology and automation,” he says.
“It’s really critical that you can bring together all these different channels, different assets and see what the performance is doing all in one place.
“And that’s a really critical thing to ensure that we can deal with the fragmentation and proliferation of channels and devices and manage that accordingly.”
What Next for the TV Advertising Market? took input from over 40 senior executives across the TV and video ecosystem, both in Europe and the US.
It focuses on:
Nunn says it shines a spotlight on a frustration within the industry.
“It’s a well-known fact,” he says. “There’s a lot of manual handoffs about how assets get from a creative agency, the way through to the eyeball. And that’s both on the buy and the sell side.
“A lack of a bridge between TV linear and digital and there are challenges around seamless reporting around what TV linear and digital do.
“A behaviour change that has to happen because, at the end of the day, as I mentioned, upfront, ads have got to eyeballs. It’s work in progress.”
You are watching “What’s Next For Advertisers? Key Changes That Will Drive The Industry Forward,” a Beet.TV leadership series presented by Comcast Technology Solutions. For more videos, please visit this page. For Comcast Technology Solutions’ paper on these topics, please visit this link.
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