LAS VEGAS \u2013 Fewer but more impactful and relevant ads per commercial break aren\u2019t going to happen overnight. But it\u2019s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television.<\/p>\n

This was the consensus of media sellers and audience targeting specialists who participated in a Beet.TV panel discussion about commercial loads during CES 2017<\/a> held at the OMD Oasis<\/a> at The Venetian. Moderator Matt Spiegel of MediaLink began by asking panelists what the TV world might look like five years from now, given the low tolerance many people have for watching commercials in the digital realm and their ability to avoid them via subscription services.<\/p>\n

Kristin Dolan, CEO of 605<\/a>, which provides data-driven, census-based audience measurement solutions, commended Turner Broadcasting\u2019s drive to reduce commercial load. \u201cI think it puts the customer first to say were not going to jam however many minutes in an hour,\u201d said Dolan. Observing that \u201cadvertising is part of our existence, it\u2019s not going anywhere,\u201d Dolan said she doesn\u2019t perceive outright antipathy toward advertising. \u201cThe more relevant the advertising is the more it actually could have a positive impact on the brand that\u2019s surrounding the ad that\u2019s being presented,\u201d she said.<\/p>\n

\u201cWe take a long-term view,\u201d said Michael Strober, EVP, Client Strategy & Ad Innovation at Turner, before citing audience demographics showing how much people ages 18 to 24 watch on-demand programming as opposed to live TV. \u201cWhat\u2019s going to happen five to ten years from now when they are largely the key audience that most of our clients want to reach? If they go to linear TV and it still looks like it does today, we\u2019re going to lose them.\u201d<\/p>\n

The key is to start to figure out now how to show fewer commercials \u201cbut each exposure or opportunity is incredibly impactful to the marketer and ultimately to the consumer,\u201d Strober said.<\/p>\n

Jonathan Steuer, Chief Research Officer at Omnicom Media Group, noted that the main objection to digital ads is their intrusiveness. It\u2019s not that consumers don\u2019t understand the value exchange at play when watching ad-supported content, according to Steuer.<\/p>\n

\u201cI think part of it is just about having a reasonable conversation with consumers at scale and looking at the data about what\u2019s working and what\u2019s not working and adjusting the mix accordingly,\u201d said Steuer.<\/p>\n

Asked by Spiegel to imagine a TV world in which ad delivery and performance is based on impressions as opposed to units, Denise Colella, SVP, Advanced Ad Products & Strategy at NBCUniversal, said \u201cIt\u2019s just a matter of time. In a couple more years the television on the wall will be able to deliver advertising in the same way that you get it on your phone or that you\u2019re getting it on your tablet or on your laptop.\u201d<\/p>\n

This video was produced as part Beet. TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Fewer but more impactful and relevant ads per commercial break aren\u2019t going to happen overnight. But it\u2019s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105,6154],"tags":[3397,5149,5395,5532,5883,5916,5937,6003,6019,6108,6122,6141],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44327"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44327"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44327\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}