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
Vista, a enterprise software investment firm with 480 private equity deals under its belt, already owns several leading ad-tech platforms.
In this video interview with Beet.TV, TripleLift co-founder Ari Lewine explains why his company is selling a majority stake to Vista.
“(CTV) is not a space in the industry where walled gardens and tech giants have control,” Lewine says. “This is an open playing field for independent ad-tech companies like TripleLift to be significant leaders.
“People always use the ‘inning’ analogy from baseball – and I think we’re still in the warm-up in connected TV. This is like online advertising circuit, 1995. We intend to invest very aggressively in connected TV with a highly unique strategy.”
TripleLift’s original technology lets a brand can take a single set of creative assets and turn them into tens of thousands of unique native ads, each one tailored to each specific publisher.
To do that, Lewine says TripleLift had to grind down early industry suspicion that native advertising – because it has to be so aligned with content, even bespoke – could ever scale.
But he says Facebook, Instagram, TikTok and other major platforms all run, essentially, native ads.
Still, the next act for Lewine and TripleLift is in TV content. The company’s OTT (over-the-top TV) solution has been developing new ad formats for CTV:
But the quest for “high growth” in a consolidating industry has led Lewine and TripleLift to take investment, selling a majority of the company to Vista.
He tells Beet.TV the reasons the company took the decision:
“They know our space really well. They understand technology companies like TripleLift very well. And more specifically, they’re also experts in mar-tech and ad-tech – they had highly successful investments and companies like Markteo. And of course they currently own Mediaocean and Integral Ad Science. So they understand our space really well.”
“They invest very heavily in improving companies and with a specific focus of people. They have a series of best practises and other things they’ve learned throughout the hundreds of technology investments they’ve made throughout the years, to help make things more streamlined, to make us operate better and to grow faster.”
“We’re a growth company and we intend to continue to grow very quickly. We’re aligned with Vista to, to continue focusing on high growth and investing in accelerating that growth.”
“We really enjoyed working with the people over there. It became clear that we had a really good working relationship. We had a lot of respect for one another. And at the end of the day, this is a people business.”
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