As the ability to identify and target television audiences across devices becomes ever more precise, it\u2019s changing the way advertisers perceive both quality and the prices they are willing to pay.<\/p>\n

\u201cThere is a return to premium media from an advertiser perspective, an appreciation and a willingness to pay actually a premium price,\u201d says Sandro Catanzaro, Co-Founder & Chief Innovation Officer of dataxu<\/a>.<\/p>\n

It\u2019s not uncommon to see cost-per-thousand impressions ranging from $10 to $60. \u201cAnd those are really healthy prices for quality programming,\u201d Catanzaro says in this interview with Beet.TV.<\/p>\n

\u201cThis is pretty much in contrast with the trends that used to happen like probably ten years ago when it was a race to the bottom in terms of pricing and not necessarily with the quality.\u201d<\/p>\n

The amount of TV inventory that can be targeted is growing exponentially. \u201cIn the last month, we have seen four-point-seven billion impressions on a TV set\u201d measuring at least 40 inches. \u201cThis has been growing very, very significantly in the last three months.\u201d<\/p>\n

The last three years have seen dataxu receive an infusion<\/a> of some $10 million from Sky Media, helping to fuel the company\u2019s investment in software that facilitates people-centric messaging by connecting the dots of device ownership. If the target is potential luxury car buyers, \u201cI can understand all the other devices they own and I can show them ads and target ads on all these other devices,\u201d says Catanzaro.<\/p>\n

On the analytics side, exposure can be linked to conversion, for example being exposed to an ad on connected-TV and then logging into a computer and taking an action prompted by the ad.<\/p>\n

\u201cSo we can create a closed loop from that computer to the exposure on the TV and create attribution in a way that wasn\u2019t possible before.\u201d<\/p>\n

Eroding linear TV ratings have made content owners \u201cmuch more open to have conversations about technology,\u201d Catanzaro says.<\/p>\n

One end result for consumers from better targeting will be a reduction in ad loads in programming over the next several years, he adds.<\/p>\n

\u201cWith the ability to target advanced audiences and only show ads to those individuals you as an advertiser care about, they\u2019re going to pay a premium price but you don\u2019t need to show that many ads to create the same revenue from the media seller side.\u201d<\/p>\n

Today\u2019s ad load of 12 to 13 minutes per hour could \u201cdrop to probably half, maybe a quarter. While at the same time the cost per unit will rise and probably create incremental revenue for the media seller.\u201d<\/p>\n

This video is part of a series The New Marketplace for Television Advertising, presented by dataxu. Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As the ability to identify and target television audiences across devices becomes ever more precise, it\u2019s changing the way advertisers perceive both quality and the prices they are willing to pay. \u201cThere is a return to premium media from an advertiser perspective, an appreciation and a willingness to pay actually a premium price,\u201d says Sandro […]<\/p>\n","protected":false},"author":17,"featured_media":50712,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7088],"tags":[5491,5748,5817],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50710"}],"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=50710"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50710\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50712"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}