Chris Maccaro, chief executive of Beachfront Media
“We’re most excited about accelerating addressability across traditional linear, and that’s where we see an enormous amount of growth, both this year and into the future,” Maccaro said. “Our focus has really been on enablement, building the infrastructure to enable that addressability to happen, and then bringing the ability to access that supply through automated channels,” Maccaro adds.
Adam Gaynor, vice president of network partnerships at Vizio
“Addressable TV today acts as the bridge between linear and streaming,” Gaynor said. “When I think about it from the buy-side, when I think about it from the brand side, we now have a real opportunity to help brands as they find their audiences in both the connected TV world and the linear world, to connect them by using addressable TV.”
Beth Weeks, vice president and group director at Digitas
“Measurement becomes critically important as we’re losing reach on linear, but gaining in digital video,” Weeks said. “How are we validating the effectiveness of that holistic reach as we think about bridging those platforms, and being able to validate and verify that we’re achieving those critical KPIs and those business outcomes that our clients are expecting.”
Huda Kazi, vice president of ad technology and operations at Discovery
“Unification is key. We’re hyper-focused on creating a large deduplicated supply pool for our advertisers,” Kazi said. “This allows us to provide greater ROI for the advertisers while maintaining the value of our own content.”
Chris Pizzurro, senior vice president of global sales and marketing at Canoe
“We have a very well lit, brand-safe VOD environment today with the Canoe footprint,” Pizzurro said. “We absolutely need to maintain that quality, but we know we need to open up the pipes to programmatic so our programmers can sell 100% of their inventory…We’re up-and-running, and we look to turn up the heat this year.”
Rob Christensen, vice president of advanced TV sales and distribution at Vevo
“As we’re running ad pods in multiple minutes per hour, it’s important for us to make sure that it’s a great experience for brands, it’s a great experience for users and of course, maximizing the monetization opportunities,” Christensen said.
JoAnna Foyle, senior vice president of inventory partnerships at The Trade Desk
“[Ad] frequency is a big challenge, that if you’re not using the right platform and the right tools – we see this as consumers while we’re watching content on mobile devices, on streaming services…the odds are frequency isn’t being managed very well,” Foyle said. “One of the things we talk to our buyers a lot about is making sure that they’re using the tools available to them.”
John Vilade, head of ad sales at Premion
“We’re out right now doing a lot of education with marketers. Marketers are seeing rapid changes in the marketplace. There’s a lot of complexity and fragmentation. There’s a lot of nuance in terms of what you can do inside the connected TV space,” Vilade said. “I’m most excited about now is the data-driven innovations that we’re seeing inside of connected TV and OTT.”
You are watching “Convergent TV: Driving Addressability Across Traditional and Connected TV,” a Beet.TV leadership series presented by Beachfront. For more videos, please visit this page.
]]>The music video service was once weighted heavily toward online and on-demand viewing.
But, in this video interview with Beet.TV, Vevo advanced TV VP Rob Christensen says CTV is exploding.
“Prior to the pandemic, when you look at five quarters ago, connected TV revenue represented 4% of our total direct ad sales,” Christensen says.
“As we close out two to 2021 here, as we sit in June, connected TV will represent just about half of our overall advertising revenue directly.
“We’ve officially reached the inflexion point of supply and demand in TV. And we look forward to surpassing that 50% mark as we head into 21 and 22.”
Vevo, like other digital publishers, has been going through its NewFront, a period during which it touts its upcoming content roster to secure advance ad sales commitments.
During the season, WarnerMedia’s head of ad sales JP Colaco said: “We believe IP is the new primetime.” Vevo’s Christensen adds: “We happen to agree with that.”
For his company, TV consumption was growing 40% year-over-year for the two years before the pandemic. Now it has grown even faster.
But it’s not all about VOD. “We’re looking at linear as well as VOD opportunities for launch,” Christensen says. “We have linear channels here in the US live on Samsung TV Plus, Vizio, Xumo, Pluto TV and more to come.
“You’ll start to see some more channels launching here this year globally.”
To build everything out, Vevo is assembling a range of ad-tech suppliers to support.
For self-service platform (SSP), it has used SpotX, FreeWheel and Christensen says “others to come”.
“We’re very excited to work with Beachfront for their ad pod bidding solution,” Christensen says. “It will maximise every single ad pod that we’re running.
“We’re testing varying lengths on VOD and linear right now. As we’re running ad pods and multiple minutes per hour, it’s important for us to make sure that it’s a great experience for brands to create experience for users and of cost maximising the monetization opportunity.
“So we’ll be utilizing their tool for all those things, as well as managing competitive separation for our clients and frequency.”
In the new environment, Christensen acknowledges there are difficulties around measuring success, since consumption platforms and patterns have proliferated.
He wants to answer questions like “How do we increase yield?”, “How do we maximise every ad opportunity in real time?” and “Can we better unify ad decisioning and monetization?”
There is a particular challenge around measuring incremental reach.
Vevo has turned to iSpot.tv to help it distinguish connected TV audiences from those viewing and other platforms to authenticate a campaign’s incremental reach.
And it uses TVision, which has an opted-in panel of users throughout the country, to measure attention for content as well as advertising.
You are watching “Convergent TV: Driving Addressability Across Traditional and Connected TV,” a Beet.TV leadership series presented by Beachfront. For more videos, please visit this page.
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