Put Rob Norman, Doug Ray and Lyle Schwartz on the same stage and you\u2019re going to get some entertaining and sobering dialogue about the future of television in all of its varied permutations. So it was at the recent Beet Retreat in the City<\/a> as the veteran trio talked about the promise of addressable TV and why a future of transacting on business outcomes as opposed to exposure isn\u2019t quite on the horizon.<\/p>\n

Norman, who recently retired from GroupM and is an Advisor to Beet.TV, kicked things off by noting a level of \u201csturm and drang\u201d surrounding a desire in some circles to quickly abandon the traditional Nielsen demo-based ratings as a transaction currency. But will it actually happen?<\/p>\n

Ray, who is President, Product & Innovation at Dentsu Aegis Network, said that it will, predicting a more addressable marketplace in 3-5 years and the accompanying changes in measurement that marketplace will bring.<\/p>\n

As a former researcher, Schwartz painted a broad swath of change resulting from addressability. \u201cIt fundamentally changes how and what we do,\u201d said Schwartz. \u201cBecause once you start getting to person\u2013level addressability or even device-level addressability, the word research is out the window.\u201d<\/p>\n

Taking its place will be a mix of census, response and counting. \u201cSo we don\u2019t have all those situations where the systems go down, the set-top box isn\u2019t working or we have an underrepresentation. You\u2019re seeing actual response and analysis,\u201d Schwartz<\/a> added.<\/p>\n

The drawback? Not all households will be capable of being addressed, according to Schwartz, who is President of Investment, North America, GroupM.<\/p>\n

Norman questioned whether those households will hold the least amount of value for advertisers. \u201cI think some of them might be, but some of them might be all the way at the other end of the spectrum, that have the ability to be reached in a manner and not addressed. There\u2019s the evolution of technology so I still believe that the top end will have a way to find out how to basically take themselves off the grid,\u201d said Schwartz.<\/p>\n

Ray<\/a> predicated a bifurcation of how buyers and sellers look at video content. \u201cThe role of live content is going to be more valuable because it\u2019s going to be tied to the cultural moments,\u201d he said.<\/p>\n

Asked by Norman whether all video is \u201cborn equal\u201d and how advertisers should consider various screen sizes, Ray said much of that calculation depends on the desired outcome, be it click-through, engagement, response or \u201ctrying to change fundamental beliefs about the brand.\u201d<\/p>\n

Noting that hand-held screens are of better quality than some of the TV sets he grew up with, Schwartz said it\u2019s not about size but environment and also proximity to what people are about to do, including buying something. \u201cWe have to take that all into account. So not all video is the same, but we need to know how and where to use it,\u201d Schwartz said.<\/p>\n

Norman<\/a> wanted to know whether the industry is within \u201cseeing distance\u201d of a time when significant parts of the video market will be traded on business outcomes rather than exposure to commercials.<\/p>\n

Schwartz said there is \u201ca desire for a lot of people to get there,\u201d but there are so many factors in the marketing spectrum \u201cI don\u2019t think we\u2019re at the point where the buyer and seller want to predicate the price and the value on the return on investment yet.\u201d<\/p>\n

This video was produced at the Beet Retreat in City & Town Hall<\/a> on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Put Rob Norman, Doug Ray and Lyle Schwartz on the same stage and you\u2019re going to get some entertaining and sobering dialogue about the future of television in all of its varied permutations. So it was at the recent Beet Retreat in the City as the veteran trio talked about the promise of addressable TV […]<\/p>\n","protected":false},"author":17,"featured_media":53808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7289],"tags":[5287,2911,4565,5092,5143,5883,6363,6610,6730,7265],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53806"}],"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=53806"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53806\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53808"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}