“The ‘muscle memory’ issue is prevalent with all of us. It’s obviously psychology,” Paul Woolmington, CEO of independent ad agency Canvas Worldwide, said in this discussion with Jack Bamberger, chief commercial officer of marketing technology firm Amobee. “We all know we’re uncomfortable changing our behaviors. It takes quite a lot of practice to change your behavior.”
Woolmington said his company is the right size to allow for integration among different specialties, likening it to the “Hall of Justice” from DC Comics that brought together superheroes to fight for a common cause. In the case of advertising, that means pooling resources to plan, strategize and analyze data.
“It’s a B2B journey within an organization built around aligned principles of the individuals,” Woolmington said. “Magic needs to be instilled into it….the operating system is really fundamental.”
You are watching “Optimizing a Rapidly Converging TV & Video Marketplace: What’s Next,” a Beet.TV leadership series presented by Amobee. For more videos, please visit this page.
]]>That’s according to an ad-tech exec who is trying to give them that capability.
There’s been a lot of chat in the industry about the growth of CTV of up 50% in COVID time,” says Amobee chief commercial officer Jack Bamberger.
“But what’s interesting separately is that linear is up actually 10% in the last six months as well.
“Linear is still very much here to stay. No one’s walking away from broadcast television.”
Amobee has been recognized by Gartner as a Leader in their 2020 Magic Quadrant for our ability to execute and completeness of vision. Click here to download the full report: https://t.co/6TQ6ooF21u pic.twitter.com/zTar1acYaM
— Amobee (@amobee) September 28, 2020
Come together
Bamberger joined Amobee in April after serving as Verizon Media’s VP of global partnerships, bringing relationships with global agencies and other accounts following earlier stints at MEC, Dentsu, Meredith, Time Warner and IPG.
In September, the company launched CTV Allocator, a product allowing ad buyers to combine negotiated upfront and newfront direct ad buys with programmatic deals, thereby unifying the two channels.
“If you’re buying in the upfront or you want to buy linear TV and CTV together, we have a data-driven tech platform that will help you minimise excess frequency and reach overlap as well as improve efficiencies across your direct sold CTV and your programmatic CTV with your existing linear schedule,” Bamberger says.
“And since everyone right now is trying to figure out how do you smartly plan, buy, and allocate CTV, it’s really critical because you’re trying to squeeze every possible dollar out of your buy and give yourself the best possible cross screen experience that’s optimised for reach and frequency.
Bamberger says CTV Allocator gives buyers results in less than five minutes.
Today, Amobee unveils CTV Allocator, a first of its kind planning and portfolio optimization solution designed to help media buyers unify premium direct and programmatic CTV audiences. Read the full release here: https://t.co/OD91twzN0H
— Amobee (@amobee) September 15, 2020
Fraud-fighting
As connected TV audiences and ad spend grows, the medium is drawing more bad actors, like fake apps which spoof traffic in order to generate ad revenue – ad fraud.
“It’s really important that folks know and trust what we’re doing, how we’re delivering inventory, media and that we are a company that you can trust to make sure that you’re getting what you pay for,” Bamberger says.
“So for us to have a fraud-free guarantee and CTV as a partnership with DoubleVerify was really critical.”
Whilst TV, even internet-connected TV, is widely considered to be safer and more dependable than other forms of digital advertising, fraud is creeping in.
DoubleVerify’s (DV) new Global Insights Report 2020 lifts the lid:
- Q1 2020 CTV fraud was 161% up on the prior year.
- Since March 2019, DV has identified 1,300 fraudulent CTV apps — 60% of which were identified in 2020.
Methods include:
- Fraudulent apps containing bots
- Cloud server farms
- Spoofing
This video is part of CTV Grows Up: Making a New Medium More Efficient & Effective, a Beet.TV series presented by DoubleVerify. For more videos from the series, please visit this page.
]]>Amid these shifting audience behaviors, it would be tempting for marketers to contemplate switching from one medium to another.
But emerging evidence suggests a tag-team approach can drive optimal results.
In this video interview with Beet.TV, Jack Bamberger, the chief commercial officer at Amobee, an ad-tech platform whose software helps placement of ads across over-the-top and linear TV, says both are important.
Best of both
“The acceleration of CTV has been significant, but even linear has grown as well,” Bamberger says.
“It’s a sizeable pie. If you think about the most recent eMarketer stats, in terms of the size of that marketplace, the last (ad spend) numbers were about $70, $80 billion for the linear side of the (TV ad) business and CTV was somewhere around $7, $8, $9 billion.
“What we do is help people understand how we can actually use data across all of that. It’s really about the ‘and’ versus an ‘or’.
“The ability to connect broadcast linear TV and CTV and social and digital with extraordinarily rich data and business intelligence… that’s exactly what the industry is hungry for now.”
New commercial chief
Amobee is a media management software provider helping in the use of data for planning, transacting, measuring and analyzing ads across TV, digital and social.
Amobee, whose TV initiatives took off thanks to its earlier acquisition of Videology Group, helps advertisers buy and sell across 30-second connected TV and other video inventory.
Bamberger joined Amobee in April after serving as Verizon Media’s VP of global partnerships, bringing relationships with global agencies and other accounts following earlier stints at MEC, Dentsu, Meredith, Time Warner and IPG.
What's the point of advertising in markets where your products aren't on the shelf? Learn how to end ad waste by equipping your brand with smart SKU-level tactics: https://t.co/6nrIBqv1fn
— Amobee (@amobee) June 2, 2020
The road ahead
EMarketer now expects US TV ad spending revenue will have taken a dive during the first half of the year, thanks partly to COVID-19, leaving a bigger shortfall to make up through the year if it is not to fall below its typical $70 billion threshold.
All of which means the emergence of connected TV ad opportunities and even data-driven linear may have an important role to play – bringing higher effectiveness that could turn TV into a more performance-driven medium, encouraging agencies to return to spending.
Bamberger says advertisers want to know where viewers are shopping, how to deliver ads to them there based on in-store inventory and how to optimize upfront-bought media.
“In this time, there’s a desire for more flexibility, leveraging the right technology solution that’s enhanced by data-driven optimization,” he says.
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