Kevin Lemberg, head of partnerships for advertising solutions at Comcast Technology Solutions
“There has to be some sort of unification and some sort of common language and goals between the partners within a solution or technology that we’re offering out to the industry,” he said. “Partnerships are going to be very important to round out the technology offering and the solutions for the industry in order for us to move forward.”
Jen Soch, executive director of specialty channels at WPP’s GroupM
“We’re really seeing an idea where we can be with addressable and CTV part of the main video recommendation that goes into what we’re doing with a client, and look at it more holistically.” she said. “I do see a lot more interest in bringing it [addressable and CTV] very much to the forefront and being a bigger part of their overall play.”
Kelly Abcarian, executive vice president of measurement and impact at NBCUniversal
“Interoperability across linear and digital without losing the value of premium content along the way is going to be so critical,” she said. “If we lose and swing the pendulum too far to ‘audiences only,’ imagine content being cheapened over the coming years and basically creating a society that the value is placed on audiences alone….I look forward to working with the industry on how, as we try to equivalize and become more interoperable, we don’t lose the value of premium content.”
Kristine Bayles, vice president of advanced advertising sales at AMC Networks
Addressable TV “enables us to get the insights into communication and driving deeper understanding in the industry,” she said. “We all know TV is important, but CTV and VOD is just as important…Viewership is truly fragmented now, and it’s not that less people are consuming, they’re just consuming differently. We need to understand this, and move forward with converged impressions.”
Mark Marshall, president of advertising and partnerships at NBCUniversal
“Our goal on that [automated workflows] is to work with our partners on the agency side be able to get rid of about 30% of the manual work that we do,” he said. “How do we find different APIs [application programming interfaces] and different ways to interact, and take out some of the manual elements to allow us to move faster and hopefully improve margins for clients.”
Nicole Whitesel, executive vice president of advanced TV and client success at Publicis Media
“We need systems that collaborate — tools that talk to each other, data that can break down those walls, IDs that can understand each other,” she said. “Better sharing of that data enables us to have conversations with our clients about outcomes, and outcomes that deliver change to their business, and outcomes that change the way they decide media mix.”
Vicky Fox, chief planning officer at OMD UK
“We’ve moved from a place where people were quite wedded to a linear schedule,” she said. “Self-scheduling is going to be the norm for everybody. Anybody who switches on the TV and either looks at their connected TV menu or their EPG [electronic programming guide] can see how much has changed, because some of the linear schedules may take second place.”
Richard Nunn, vice president and general manager of advertiser solutions at Comcast Technology Solutions
“Through automation and understanding what has worked and what hasn’t in more real time across channel – that in principle, should mean a greater ROI across what is a fragmented channel base,” he said. “They’ll drive that solution a lot more efficiently because of technology.”
You are watching “What’s Next For Advertisers? Key Changes That Will Drive The Industry Forward,” a Beet.TV leadership series presented by Comcast Technology Solutions. For more videos, please visit this page. For Comcast Technology Solutions’ paper on these topics, please visit this link.
Editor’s Note: Special thanks to Jon Watts who collaborated and reported for this series.
]]>On top of a general reduction in linear TV viewing, the chief planning officer at OMD UK says casual TV viewers are drifting away, too.
It all adds up to a picture in which brands are increasingly struggling to use TV to find their audiences. And that is why Fox re-organised her team.
“If you just stuck with linear buys, the reduction in (audience) viewing is really clear over time,” Fox observes, in this video interview with Beet.TV senior advisor Jon Watts.
“Even if you strip out the COVID 2020 viewing patterns, what we’re seeing is reach build(ing) is a real challenge for linear TV.”
“I’ve run some numbers the other day – the light TV viewers in (the) linear space has halved over the last few years. It was 8% to now just over three (percent)
Fox says the pattern was even observable at a time when it seemed like TV viewing was booming from stay-at-home orders.
“Even during COVID, light viewers were not attracted to the linear TV experience,” she adds.
“So, it really does need someone who understands both those worlds to bring them together, to know how much to spend in linear, which does do a really strong initial reach build for people who enjoy linear, and then what to do to reach all those people who may be light TV viewers.
“They may be working longer hours, they may be younger, they may be fans of lots of other different types of engagement. You need to sort of understand how those whole ecosystems come together.”
About three years ago, Fox reorganised her team at OMD UK to tag-team ad planning for linear and connected TV, which is emerging as a key way in which media agencies are trying to make up for the shortfall in linear viewing.
“The first thing we did was bring together different teams that probably hadn’t worked together before,” Fox explains.
“We created a connections planning department, which was built from people who were either very used to planning in a linear way historically, and then brought them together with digital experts, the people who are used to planning programmatically, addressably.
“When you start to blend those two languages together … you get really robust plans. You get the balance of a mass reach with some moments of really strong targeting lines that are going to be really hard working.”
Connected TV is important for a variety of reasons.
Fox says extra data on viewers allows her to better target ads.
That is critical in a world where audience “self-scheduling is going to be the norm for everyone”, she says.
“A connected device means that we have more data on that person – not in a creepy way, (but) in a way that it makes the whole viewing experience better for them because we can serve them advertising that is much more relevant, which is great.”
You are watching “What’s Next For Advertisers? Key Changes That Will Drive The Industry Forward,” a Beet.TV leadership series presented by Comcast Technology Solutions. For more videos, please visit this page. For Comcast Technology Solutions’ paper on these topics, please visit this link.
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