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.”
Native Advertising Has Key Role in Future of Ad-Supported TV: TripleLift’s Michael Shields
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
“We’re looking at providing a more integrated, less interruptive experience that we think is responding to consumer trends as we move from a traditional linear viewing experience to streaming, where consumers are demanding fewer interruptive commercials and less interruptive experiences,” Michael Shields, general manager of advanced advertising at native advertising technology company TripleLift, said in this interview with Beet.TV.
The company has invested in technologies including artificial intelligence and machine learning to analyze video content, and render product placements that can be customized for individual viewers at scale.
“This allows us to deliver all of those placements dynamically so that different users can see different ad experiences, all with impression-level tracking and all inheriting the same kind of tracking that you’re used to with regular digital advertising,” Shields said.
He said that some kinds of programming is better suited for product placements than others. For example, unscripted shows and lighthearted comedies are likely more appealing to brands than science fiction shows about dystopic societies. Consumer packaged goods companies and beverage brands that are familiar with product placements are likely candidates for video native advertising. Split-screen ads have more applications for a variety of advertisers, including those in the financial services industry.
“We’re introducing something to the marketplace that’s never been before: the ability to do integrations in television programming, which is something that brands have always wanted,” Shields said. “This is a really elegant solution that maintains consumer interest in the stream, that allows publishers to lower ad loads and just provides a better consumer experience.”
TripleLift works with companies throughout the supply chain, including producers that license their programming to networks. Those programmers integrate the technology as part of their advertising sales efforts.
Shields sees the possibility for ad-supported television to thrive as consumers reach their limit on subscription services, and look for other ways to consume content. Major media companies invested in ad-supported video on demand (AVOD) services, which saw a jump in usage during the pandemic as viewers sought fresh programming.
“There are going to be a variety of players, a variety of consumer experiences,” Shields said. “Certainly, brand-supported television is not going away. It’s just finding a new shape. As a result, we need to find a new kind of advertising-based consumer experience for the future of streaming.
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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