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
“The industry now is challenged because we have a range of different ways to buy CTV, OTT, linear TV,” Sarah Stringer, executive vice president of U.S. media partnerships at Dentsu Media, said in this interview with Beet.TV. “We’re looking for ways we can consolidate the data signals across these different ecosystems to create a better, more pleasant viewing experience for audiences.”
A more holistic view of consumers helps to not only improve that viewing experience, but also to make media buying more efficient for advertisers.
“We’ve been doing a lot of work in terms of: how do we demystify the marketplace, how do we take that duplication out of the market and how do we start looking at the data signals that we have?” Stringer said. Those data signals are part of the effort to “try to identify in a respectful way an individual’s experience through this ecosystem and we try to optimize it for not only the brand, but also for the customers themselves.”
Brands have more software tools to help measure the effectiveness of TV ads, including eye-tracking technology that can provide more granular detail about how the creative elements affect people’s receptivity to a marketing message.
“It’s fascinating that we now have these tools at our disposal, and it’s something that we continue to dig into at Dentsu, because we continue to see that it has such a huge impact on the effectiveness of your campaigns,” Stringer said.
The cross-platform media environment has many digital “walled gardens” that add to the difficulties in making campaigns less repetitive for consumers as they move across different platforms.
“We will need as agencies to look at these translation points across the media that is a little bit more open and are building out industrywide tools to have a better performance across each of their platforms, and how we factor that into some of the other players that we work with that are fundamental to a media plan as well,” Stringer said. “The Holy Grail will still be around how we identify individuals in a still-respectful way and in a privacy-first way. We’ll find that it will be less around the individual and more around the outcome and the context.”
Mixing content and commerce is becoming more feasible with the emergence of technologies to insert branded product placements within programming.
“The technology I’m most excited around is this idea of 3D object that has been added to a video post-production,” Stringer said. “It’s essentially like an overlay technology, and it will identify key moments where it would seem natural for an object or an advert to be placed into a video, and allows for a more seamless way for a brand to be visible without necessarily being an interruptive force.”
Video channels increasingly are offering more interactivity that gives people an immediate way to buy products they see on screen.
“There’s some really exciting technology that will really allow for that moment of brand to be reconnected to that moment of content or purchase, which is great,” she said.
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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