That’s the theory. The truth is, behind the scenes, a veritable spaghetti soup of systems is required to make the dream a reality.
In this video interview with Beet.TV, Stacy Daft, GM, Enterprise Commercial Business Development at Amobee, describes why equal, cross-channel sales is so complex, and how it can be fixed.
“They’re dealing with legacy platforms that are on the linear side of the house,” Daft says. “They’re disconnected from the digital platforms. And neither one of them really has an awareness of the other – yet, there’s still a need to monetize the full portfolio and maintain budgets that traditionally could be met on linear channels alone.
“So, ultimately it leads our clients looking for technology to reunify and package their inventory
“This leaves media companies with a unification problem, really – how do they pull together a full view of their inventory across all linear and digital distribution channels, regardless of that consumption platform?
“And it makes monetizing the content even that much more complex because they don’t have a centralised place to understand how their audiences accumulate across the different screens, much less have an ability to optimise for a specific client’s KPI across their full portfolio.”
But it isn’t just the sell side that is facing complexity when embracing the new opportunity that lies inside proliferation. Ad buyers, too, are interested – but confused.
A recent study, Era Of Addressable, carried out by Forrester, found the buy side calling for change:
Daft feels their pain.
“When you think about the addition of CTV and more streaming services and premium TV quality content moving digitally, there’s a desire to not lose the data and the effectiveness of targeting in the digital environments,” she says.
“But most importantly, make sure that that is done in conjunction with the planning that they’re doing across their linear portfolios as well, so that they can maintain and understand total reach across their investments, whether or not it’s linear, digital, CTV, and what portions of those investments or what portions of their audiences are being reached in which environments and how incremental is the addition of new channels to their holistic buy.”
Smoothing out that complexity matters to more than just media owners and advertisers.
Kinks in this chain can degrade the viewer experience.
“Sellers have the opportunity to use that targeting and the premiums that come along with providing optimization and better targeting across their portfolios to reduce ad loads,” Daft adds.
“This is something that’s also desirable by brands. They themselves have a stake in the consumer experience.
They don’t want to be repetitive and annoying, similar to media companies, in terms of how they want to satisfy their clients as they compete for the eyeballs across the various distribution channels today.”
You are watching, “The Stream: New Audiences, New Opportunities,” a Beet.TV leadership series presented by Tubi. For more videos, please visit this page.
]]>TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming.
What is it going to take for the addressable opportunity to be realized at greater scale, across the country?
At Beet Retreat in the City, “We’re Going Local!”, a panel of executives was asked by Janus Strategy & Insights president Howard Shimmel how to make national addressable sing…
“There is not a scale problem with addressability,” Bologna said. “There are 60 plus, 70 million households where you can dynamically insert an ad to a household. It is with the local two minutes per hour. It is system by system. That’s not a longterm scalable model in order for it to really scale.
“National networks have to create some type of arrangement, relationship or deal with a MVPD or a smart TV because for the foreseeable future, ads that are dynamically inserted into live linear programming are going to happen through either the set top box or through the smart TV.”
“We are working with one of the largest chip set manufacturers globally, media tech and which to embed our technology directly into smart TV chip sets,” Abcarian said. “We are working alongside directly the OEMs in which to better our tech directly into their software layer.
“All of this enables you to unlock all 16 minutes in real-time.”
“We believe has been holding back linear addressable … is a lack of technology and tool sets that really fit within the seller’s workflow,”said Amobee’s Daft.
“It’s not enough to just have a linear addressable insertion technology or have data technology. It has to be linked together with the sales process, which has to do with making them confident to be able to sell that inventory.”
“If they all work in a different way, if 50 different networks are treating at addressable or a dynamic ad insertion differently, then it’s just going to be the same mess we have right now with seven different MVPDs – just four times worse,” said one2one’s Bologna. “And that’s not going to make it any easier for buyers and agencies and advertisers.”
Bologna said addressable ads could end up commanding much greater returns overall.
“In an addressable world, you could take that unit and you could sell 20, 30, 40% of that unit at three or four times that CPM to multiple different advertisers,” he said.
“Then, of, course you have what’s left over that you would then ultimately sell at perhaps a 10, 15, 20% discount. The net-net in a perfect world would turn into a 10, 15, 20 perhaps 50, 60% increase in the overall value of the unit. So. instead of the network collecting $2,000 for the unit, they end up collecting $3,200 for a unit.”
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>But, with different advertisers each having unique different outcomes and measurement metrics for them, how can a TV platform manage the proliferating burden?
An ad-tech exec serving TV publishers says they must go beyond the now-accepted obsession with data.
“I think (the industry has) a lot of understanding that targeting data is important and necessary,” says Stacy Daft, Amobee GM, Enterprise Commercial Business Development, in this video interview with Beet.TV.
“But almost as important as that is an understanding of what the competing KPIs and metrics are for all of the clients you’re trying to satisfy across your scarce inventory pool.
“That problem set requires an understanding of not just the target segment that’s being used and asked for by a client, but that of all of the other competing campaigns.”
Amobee is a media management software provider helping in the yse of data for planning, transacting, measuring and analyzing ads across TV, digital and social.
Amobee, whose TV initiatives took off thanks to its earlier acquisition of Videology Group, helps advertisers buy and sell across 30-second connected TV and other video inventory.
The latest imperative Daft is describing sounds like a game of 4D chess.
She says: “You need to understand the audience overlap, you need to be able to understand what’s been committed and sold to to date.
“And then you need to be able to forecast and understand the fluctuations in the viewership, and the changes in terms of the volumes that you’re going to be seeing in order to be able to confidently determine ‘How much inventory do I need to set aside for my addressable campaigns versus how much inventory do I need to reserve to satisfy my traditional linear?’
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>“We also have the capability to extend the offering into the digital universe as well,” says Daft, who is GM, Enterprise Commercial Business Development. “Being able to grow their offering outside of just optimizing on linear TV was also very important from their perspective.”
Univision engages consumers through its portfolio of 17 broadcast, cable and digital networks and partnerships as well as 123 local television and radio stations and a growing portfolio of mobile and video properties, according to a news release about the deal with Amobee.
According to Daft, Univision commands a 60% share of primetime audiences ages 18-49 “and there’s a huge opportunity to reach those audiences more precisely using data and optimization.
“We’ve worked with Univision for the last couple of years. They have a great team of thought leaders over there,” says Daft. “Our platform provides a true end-to-end software solution for their needs and gives them the confidence to bring an advanced advertising solution product to market at scale.”
Because of the scale of linear TV spending, “It’s important to make sure that you include a sophisticated plan from a linear perspective at the top of the marketing funnel, in addition to all of the other channels that you’re going to reach consumers on,” Daft adds.
Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world, reaching more than 675 million mobile subscribers. The company operates across North America, Europe, Middle East, Asia and Australia.
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