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
“When I think about ways to optimize video content, I think about customization at scale,” Liza Davidian, executive vice president of investment and activation at GroupM, said in this interview with Beet.TV. “I think about what should be your first message to a consumer about your brand, and how to further draw people into that funnel as they see more and more exposure to your ad.”
An integrated approach includes the broad reach of television and channels like social media that offer behavioral targeting.
“I applaud an advertiser who further digs deeper into the funnel and makes their message a little more customized based on possibly some data that they have drawn from me,” Davidian said. “Frequency doesn’t always have to be a bad thing as long as it’s not just hitting you over the head with the same message over and over again.”
Millions of U.S. households have canceled their cable or satellite TV service while connecting their TVs directly to the internet, giving them more control of the viewing experience. While ad-free subscription video on demand (SVOD) services like Netflix and Disney+ are popular, consumers will also rely on AVOD services like Paramount+ and Discovery+ to see premium video.
“There’s always going to be a place for Netflix and non-ad-supported platforms, but we have seen the expansion of so many ad-supported streaming platforms,” Davidian said. “That content is so expensive that…the burden of creating that content cannot reside solely with the consumer in the future. Brand messaging and advertising is a necessary way to bring premium video to consumers.”
Consumers have become more concerned about personal privacy, leading several states including California and Virginia to pass laws that give people more control over their data. Limitations on data-sharing make ad targeting more challenging, especially as “walled garden” media environments like social media and AVOD services guard their first-party data.
“We do see this trend of user data being moved into these ‘walled garden’ or buying siloes, if you will. The role of a modern agency has evolved…to be the tunnels that are connecting those gardens,” Davidian said. “We strive to give our clients access to the premium supply and data, and still provide that connectivity and that consistency and that scale across these fragmented landscapes.”
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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