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?”
Immersive Ad Experiences Promise Optimized Results: Dentsu’s Sarah Stringer
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.”
Branded Content Helps to Engage Younger Audiences: Team Whistle’s Anthony Susi
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.”
‘There’s a New Paradigm for Brand Integrations on TV’: MediaScience’s Duane Varan
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
New limits from privacy regulation and shifts in consumer behavior provoked by the rise in ad-free media are redefining advertising.
In this video interview with Beet.TV, Peter Sedlarcik, managing partner for Havas’ Media Group’s health practice, explains how things are changing.
“The form factor and the format of the ads, particularly from a TV and video perspective, has finally caught up to what consumer expectation is and what the market needs,” Sedlarcik says.
“I think for a long time, we’ve talked about 30-second (ads)… in healthcare, often 60-second or longer ads. We’re starting to see more of an embracement of shorter length units.
“As we’ve seen in the Olympics, for example, there were a lot more kind of interstitial, quick-hit, short-form ads that were inserted, not necessarily within a traditional commercial break. I think that there’s going to be more of that coming forward, not only in the linear TV platforms, but certainly in the CTV and other video platforms that are more consumer-controlled and on-demand.
Our latest @prosumer_report, ‘Health and Hygiene in the Post-COVID-19 Era,’ provides a cross-cultural perspective on reactions to the pandemic and explores the new expectations of Prosumers regarding #health, the medical community, and #brands. https://t.co/HUpvZF4p1j
— Havas Group (@HavasGroup) April 29, 2021
Sedlarcik also says ad creative is more likely to be produced to match the delivery channel.
In other words, the age of shovelware may be drawing to a close.
“I think we’re starting to see more adaptation of creative so that it can be relevant for the platform on which it’s being delivered, and also that it’s very relevant for the audiences that it’s being targeted at,” he says.
Jerlyn Thomas, VP, Design Director, @HavasHealthPlus explains the #HumanPurpose that drives her work in #InclusiveDesign. Havas Health & You is made of over 4,500 individuals, each intrinsically motivated by the change they want to see in the world. #HumanPurposeFriday pic.twitter.com/EtGyNnMLTs
— Havas Health & You (@HavasHealthYou) April 9, 2021
Havas relaunched its business serving health ad clients back in 2017 as Havas Health & You, uniting Havas Life, Health4Brands (H4B), Havas Lynx and Havas Life PR.
The agency has also responded to COVID-19 by seeking to become more agile. CEO Donna Murphy previously told MM+M: “Our business is moving into short snippets of content and movement so we have folks end-to-end going from writing, creative, shooting — delivering straight across. As we move forward the model will change quite dramatically.”
For Sedlarcik, the privacy wave also means an emergence from reliance on off-the-shelf consumer datasets.
“There’s more of a balance now between purchased based data sets that have been kind of preeminent in a lot of the planning that we’ve been doing as an agency… (and) contextual data sets,” he says. “Some of the partners that are really building out those assets are increasingly part of the conversation.
]]>That is the emerging viewpoint when it comes to the new trend in marketing – outcome-based advertising.
In this video interview with Beet.TV, Peter Sedlarcik of Havas Media Group says brands no longer have to write off the top of the marketing funnel, brand awareness, as an unmeasurable expense.
Thanks to software that can link purchase to initial ad exposure, they can now follow initial ad views all the way through to check-out.
But Sedlarcik says the best results start with clear goals.
“Upfront assessment and prioritisation of audiences and targets is really a big part of the equation in order to ensure that the strategy is on point and is going to most effectively deliver the business outcomes that the brands are looking for,” he says.
In the emerging world of outcome-based marketing, traditional ad metrics like media delivery, engagement and viewability are coming to be seen as mere proxies for the true goal of a campaign – business results.
Sedlarcik says those metrics are now starting to get seen as “peripheral” for many brands.
“They’re mostly interested in understanding how that’s all converting to sales and the growth of their business,” he explains.
Business outcomes are being seen in sharper relief in 2020 as COVID-19 has put many companies at risk. Making money has rarely been as important.
“We had many clients who had to pull their media activity,” says Havas’ Sedlarcik. “They pulled back on those investments.
“As they’ve slowly started to come back into the market, as they started to seek some type of normalcy in terms of the way they’re marketing their brands and connecting with their customers, there’s an increased focus on directly connecting that to outcomes, to sales, to volume growth.”
Stitching together all those data points, from the top of the funnel all the way to the bottom, is no mean feat.
A plethora of software provider is issuing tools to do so. Sedlarcik’s Havas has made some of its own.
“We’ve created a number of tools and platforms and analytics frameworks that help us tie those things together,” he says:
You are watching “Outcomes-Based Advertising: Connecting Ad Exposure to Business Results,” a Beet.TV leadership video series presented by LoopMe. For more videos, please visit this page.
]]>First, GDPR altered how European companies could store and track customer data. Now, with the roll out of the California Consumer Privacy Act, the motion to protect customer privacy is coming to the US. Nineteen additional US states are considering introducing their own privacy regulations.
“Privacy is increasing the importance of first party data for clients we’re working with,” Sedlarcik told Beet.TV at the Consumer Electronics Show in Las Vegas. “That is much more of a factor in informing media activations and other audience targeting efforts.”
According to Sedlarcik, building out customer databases has been a core component of companies’ ad buying and media strategies. Increasingly, he says, the competitive advantage will be building a database on owned data. For now, Havas Media’s job is primarily to help clients understand what data regulations mean for them, in particular, how it impacts their work. Good business for Havas Media is a compliant ecosystem of partnerships, because then its clients will be compliant, too.
Privacy concerns don’t take away from the excitement around ACR, connected TV and other data streams, however. The goal is to bring digital measurement capabilities to linear TV. “In many ways, it brings us closer to the viewers in terms of understanding what they’re viewing, how much they’re viewing, when they’re viewing,” Sedlarcik says. “There’s this promise that it brings us closer to taking the TV world into the digital media world.”
Bridging the gap of connectivity between linear TV and digital streaming and media services is the next step in addressability overall for media. But Sedlarcik warns against throwing all old methods of measurement out in favor of the new.
“A risk is getting a myopic view of viewing data based on a subset of the audience,” he says. “There’s a lot of promise, but there’s also a lot of caution and steps that need to be taken.”
This video is part of a series produced at CES 2020 called Television Redefined, sponsored by Samsung Ads. For more videos, please visit this page.
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