CANNES \u2013 What constitutes \u201cpremium content\u201d is in the eye of the beholder. So rather than trying to ascertain a common definition, one\u2019s time is better spent understanding the drivers of ROI while taking into account things like environment, ad formats and targeting.<\/p>\n

\u201cThat\u2019s really more what we\u2019re focused on versus worrying too much about getting to a fixed definition of what\u2019s premium and what\u2019s not,\u201d said Tim Castree, Global CEO of MEC, during a panel discussion at Beet.TV\u2019s Advanced TV Summit hosted by MEC<\/a> at the Cannes Lions Festival of Creativity.<\/p>\n

Castree was responding to a question by moderator Matt Spiegel, Managing Director of MediaLink<\/a>, who offered that premium content \u201cis one of those words that doesn\u2019t really have a definition.\u201d<\/p>\n

From premium content the discussion turned to the consumer video ad experience, the preponderance of tech solutions and the challenges to content sellers and buyers posed by the mixed trading model most publishers are having to deal with.<\/p>\n

Asked by Spiegel whether Videology is seeing video stream providers paying more attention to the quality of the consumer experience then just doling out lots of ad impressions, the company\u2019s Chief Commercial Officer, Ryan Jamboretz, said things have definitely improved.<\/p>\n

Five or six years ago, Jamboretz noted, when broadcasters \u201cput their over-the-top television out they were over-monetizing, I would argue. They were putting way too many ads in the streams at the beginning.\u201d<\/p>\n

He acknowledged \u201csome really great work being done by people like Fox around what is the appropriate ad load\u201d while stating that \u201cI don\u2019t think we\u2019re there yet.\u201d<\/p>\n

Spiegel asked whether there are too many technology stacks and not enough standards and commonality.<\/p>\n

\u201cIt\u2019s highly ambitious if a bit na\u00efve to think that any one company is going to be the full stack,\u201d said Jamboretz. \u201cFor us it\u2019s all about interoperability.\u201d<\/p>\n

He cited as one company that is \u201cdoing it right\u201d Sky in Europe, which is a sell-side client of Videology<\/a>. \u201cWe\u2019re their monetization solution on the supply side but we also work for Tim\u2019s company and many others in that market as a demand-side platform,\u201d said Jamboretz. “So we play both of those functions. And that works better than having to be the top-to-bottom stack for every cable company in Europe or in the U.S.”<\/p>\n

According to Castree, one advancement that would greatly benefit the industry is better publisher yield management. Publishers are \u201cdealing with a very complicated environment,\u201d given their remnant interaction with supply side platforms, premium deals in the UpFronts, direct programmatic transactions\u2014some of it on demographics, others on audiences.<\/p>\n

He said this mixed trading model is one reason \u201cwe\u2019re struggling technologically with all these home-grown solutions.\u201d<\/p>\n

This video is from The Advanced TV Summit<\/a> at Cannes Lions 2017, presented by Alphonso<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 What constitutes \u201cpremium content\u201d is in the eye of the beholder. So rather than trying to ascertain a common definition, one\u2019s time is better spent understanding the drivers of ROI while taking into account things like environment, ad formats and targeting. \u201cThat\u2019s really more what we\u2019re focused on versus worrying too much about […]<\/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":[6585,6588],"tags":[5299,5301,3116,3397,4732,4865,5532],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46935"}],"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=46935"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46935\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}