Like some people with a long background in media, Janet Balis tries to parse the semantical nuances of what constitutes \u201cadvanced advertising,\u201d particularly when the term is applied to television. What\u2019s more important right now is that the sell-side and buy-side come together to craft uniform audience targeting and measurement solutions, says EY\u2019s Global Advisory Lead, Media & Entertainment.<\/p>\n

In this interview with Beet.TV, Balis talks about why targeting is more of an immediate concern than achieving true one-to-one TV addressability at scale, and how EY<\/a> counsels its publisher clients on the various ways they can better control and monetize their businesses.<\/p>\n

\u201cTelevision still very much matters,\u201d is how Balis prefaces her comments about advanced targeting, before questioning its oft-malleable definition. \u201cIf we\u2019re talking about truly addressable, having a full, two-way footprint, we\u2019re a ways off from that being at scale. So I tend not to think as much about advanced advertising,\u201d Balis<\/a> says.<\/p>\n

She\u2019d rather concentrate on the confluence of digital advertising media and the growing number of TV delivery options, whether it\u2019s video on demand or over-the-top streams. \u201cThere\u2019s no question that we\u2019re moving to more advanced television advertising. But the crux of what\u2019s happening right now is much more about targeting,\u201d particularly audience segmentation.<\/p>\n

\u201cAnd right now, what you see is essentially every network or network group has their own approach to how they bring more optimization into the mix.\u201d<\/p>\n

Today\u2019s world is one in which an industry that for years was based on programs and ratings is colliding with one centered on viewable impressions \u201cin a very different kind of content.\u201d However, \u201cthere\u2019s no comparability of the currency.\u201d<\/p>\n

This why media buyers and sellers, people \u201cwho would traditionally look at each other as competitors,\u201d should come together around new standards and ways to transact. \u201cBecause but for an industry solution, it\u2019s very hard to see how we will really get to scale.\u201d<\/p>\n

The beneficiaries will be marketers that want to be able to use the same audience segment \u201cacross different places, compete viably in the marketplace and really understand the value that they\u2019re getting out of advertising. That\u2019s the pressure around where television advertising is going today.\u201d<\/p>\n

For publishers working to monetize their content, Balis believes the biggest pressure is \u201cfirst and foremost to market themselves differently\u201d while taking control of how they acquire customers and achieve distribution.<\/p>\n

Adopting a more direct-to-consumer approach is in contrast to publishers\u2019 \u201cdependencies on many of the largest players in that landscape.\u201d<\/p>\n

Balis describes digital display ads as being at \u201ca very mature, plateauing perhaps declining, side of the marketplace\u201d given alternative formats\u2014video being at the top of the list.<\/p>\n

\u201cWith that being the case, we really have to look at subscriptions, the value exchange that we have with consumers, how we look at compensating transparently for the use of data and what that value exchange that enables consumers to want to provide their data.\u201d<\/p>\n

This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented\u00a0by the FreeWheel Council for Premium Video<\/a><\/em>. For more videos from the series, please visit this page<\/a>.\u00a0 FreeWheel is a Comcast company. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Like some people with a long background in media, Janet Balis tries to parse the semantical nuances of what constitutes \u201cadvanced advertising,\u201d particularly when the term is applied to television. What\u2019s more important right now is that the sell-side and buy-side come together to craft uniform audience targeting and measurement solutions, says EY\u2019s Global Advisory […]<\/p>\n","protected":false},"author":17,"featured_media":52372,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[7259,7260,7261],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52370"}],"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=52370"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52370\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52372"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}