That’s the view according to Steve Murtos, an ad agency executive who co-founded a digital video activation practice to help advertisers take advantage.
“We’re counting upwards of 60n households in the marketplace, which puts us at more than 50% US coverage,” Matter More Media co-founder Steve Murtos tells Beet.TV in this video interview, referring to the current deployment footprint of addressable TV, the name given to a range of technologies that let advertisers target TV ads at the household level.
“The conversations are starting to change. Advertisers are starting to think strategically about how to link all of their audience data together.”
But Murtos wants more. Addressable TV advertising could revolutionise the game in local markets. But local pay-TV providers remain limited, only able to sell two minutes of ads per hour for themselves.
Asked if he thinks that will change, Murtos says: “I hope so.
“There’s a lot tied up in the carriage agreements between MVPDs and networks. We’ll start to see solutions coming over the top, which are already in the market today, that will help change that dynamic. As we look cross-screen, beyond the TV space, there will be opportunities in that space as well.”
Matter More Media was founded last year by Murtos and Tracey Scheppach to offer advice on next-generation, data-driven video and TV advertising strategy.
The company is focusing much of its efforts on bringing to TV direct mail marketers and mid-market brands—described as having smaller budgets and including “savvy digital marketers”—that have never before embraced the medium.
Last month, the pair announced an engagement with Tapad that includes the use of Tapad’s Device Graph to measure the actual performance of media across channels.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
]]>Scheppach is particularly excited about new addressable TV operators and the potential groundswell of interest she’s noting among national TV programmers to participate in the addressable marketplace. While the inventory for addressable TV is still small, the base is growing with companies like Comcast and Verizon having stepped in.
“But what’s really interesting is quietly I’m starting to hear national programmers starting to be interested in how do I actually bring addressable opportunities to market,” Scheppach says in this interview with Beet.TV at the 2017 Transformation conference of the 4A’s.
So while just one to two percent of TV inventory is addressable via a TV set, “there are a lot of things that are kind of behind the scenes that I can feel happening that are going to explode that marketplace,” she adds.
Having worked with Murtos at Publicis for 10 years, the duo represents almost 50 years of experience in TV buying and advanced TV.
Among other things, Matter More’s engagement with Tapad includes the use of Tapad’s Device Graph to measure the actual performance of media across channels. In a release announcing the partnership, Scheppach said that achieving “unduplicated reach and frequency across all channels with true addressability, and the ability to measure outcomes, is marketing nirvana.”
Asked about creative versioning of TV ads, she says she’s “yet to really crack the code” but is impressed by companies doing 5,000 or more versions of an ad for online video. “When television becomes more real time and sophisticated, I think we’re going to see more of that coming. It hasn’t happened yet and I think that’s a big opportunity,” Scheppach says.
Her company is focusing much of its efforts on bringing to TV direct mail marketers and mid-market brands—described as having smaller budgets and including “savvy digital marketers”—that have never before embraced the medium.
“We think we can show them the way using these sophisticated tools, whether it be Device Graphs or Identity Graphs or addressable television,” Scheppach says.
This video is part of series produced in Los Angeles at the 4A’s Transformation ’17. The series is sponsored by Extreme Reach. For more videos from the conference, please visit this page.
]]>Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at Beet.TV’s recent executive retreat debated…
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Furious Corp CEO Ashley Swartz.
You can find more videos from the Beet Retreat on this page.
]]>“That data’s not free,” according to Modi Media president Mike Bologna.
“Of the 50-plus household campaigns we’ve run so far this year, we’ve used pretty much a different source or a different piece of a single data source of reach and every different campaign. It is expensive.”
So far, ad tech vendors tend to boast to clients that they can unite a varied array of data sources to bring about super-targeting. The combined price of so much data is not a challenge often discussed. Time to go back to basics?
“We always recommend that an advertiser use their own data,” says Steve Murtos SMG SVP. “That’s the most accurate data. We’ve sent the best results (from that).”
Murtos predicts a “shake-out” of ad data providers. “The ones that are the best will rise to the top and be the standard,” he is betting.
Programming Note: Murtos will be a speaker at the Beet TV executive retreat in For Lauderdale this month.
They were interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic…
Modi Media president Mike Bologna
“Almost 50%, 47 million households, of the United States now has the ability to insert an ad at the household level.
“Demand is where it gets a little bit tricky. To truly benefit … the advertiser needs to know who they really want to reach… a really granular segment. This requires advertisers to think about, ‘Do I want to reach drivers of a specific vehicle?’ That requires pooling together different data sources.”
Starcom MediaVest SVP Steve Murtos
“As we start to scale, we need more automation. Agencies need to help advertisers understand how to think about this, what the right sequencing of messaging is.”
AT&T AdWorks Rick Welday
“It’s such a different mindset from an agency perspective. This is very different (from traditional ad-buying). There’s an evolution that still has to occur within the agency space to help customers understand that we’re no longer purchasing premium content – we’re pursuing the audience; the audience becomes addressable.”
Citi senior media manager Kim O’ Connor
“On our end, people are way more excited about the idea of being targeted and addressable than the idea that you’re going to run spots in Big Bang Theory
“The challenge is, the space is a little bit fractured. Five different providers, you have to go to each provider to get individual cost, there are five different research studies.”
Programming Note: Murtos will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>We spoke with him about the growth of addressable which will expand beyond the cable box to IP content via various audience optimization approaches, he predicts.
We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
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