It\u2019s taking awhile, but the advertising space is \u201cprogressing and modernizing\u201d to keep up with changing viewing behavior, with virtual MVPD\u2019s representing the best of what TV can be, according to Adobe\u2019s Todd Gordon.<\/p>\n

\u201cWhat we hear consistently from clients is that they still believe that TV is extremely effective in driving brand preference, driving store traffic, driving sales,\u201d Gordon, who is Director of Programmatic TV, says in this interview with Beet. TV. \u201cBut it\u2019s a much more complicated TV world to navigate\u201d given the multiplicity of inventory sources, erosion of linear ratings and a diversity of suppliers.<\/p>\n

Moreover, traditional linear TV needs more automation to establish a connection between audience targets and inventory, according to Gordon.<\/p>\n

Referring to virtual MVPD\u2019s as \u201ctruly the best of what is TV,\u201d Gordon notes that it provides great access to content and the linear ad feed and can be supplemented with on-demand content. \u201cAll of which can be delivered, whether it\u2019s on demand or in the linear feed, through IP pipes and the advertising can be delivered on a one to one basis instead of one to many.\u201d<\/p>\n

As a demand-side video ad platform from its acquisition of TubeMogul about two years ago, Adobe Advertising Cloud<\/a> is using addressable opportunities that make the most sense given an advertiser\u2019s objectives.<\/p>\n

\u201cOne of the clearest is when you want to reach your target because of the effectiveness of a TV-like environment to influence, but your target is narrow so that traditional ways of buying TV are not efficient enough,\u201d says Gordon<\/a>. \u201cIf you buy a million adult eighteen to forty-nine impressions and only a few percent of them are your true customer, the traditional way of buying TV doesn\u2019t match up to that.\u201d<\/p>\n

Addressable also offers incremental audience reach for traditional linear buys.<\/p>\n

\u201cEven with broad brand target, some of those consumers are going to be heavy viewers of TV and are going to be quite well reached in a traditional linear approach,\u201d Gordon says. \u201cOthers may watch some TV but less than other people in the target.\u201d<\/p>\n

Using addressable to reach the hardest targets is a way of \u201cevening out the frequency count among different groups and making sure that you\u2019re extending the reach of that campaign to more qualified customers.\u201d<\/p>\n

A main focus of Adobe is providing more automation to linear TV to counter what Gordon describes as the \u201closs of fidelity\u201d between a strategic target that\u2019s developed in planning and a post-campaign buyer with a GRP goal.<\/p>\n

\u201cAnd so the view of the target that is created early in the process falls apart, really because the transaction is manual.\u201d<\/p>\n

There needs to be a more direction connection between linear inventory and tools used to optimize it, according to Gordon.<\/p>\n

\u201cSo that instead of theoretically creating a target and then manually trying to find inventory that matches that target, you\u2019re actually in platform decisioning against real, live inventory.\u201d<\/p>\n

Like others in the space, Adobe is seeing automotive as a category that\u2019s widely embraced addressable owing to its advanced targeting and the high value of transactions. But packaged-goods are also coming on board \u201cbecause in a lot of cases, a retailer sits in between the producer of the product and the transaction.<\/p>\n

\u201cIt\u2019s an area where data has been lacking, but there\u2019s a lot of hunger in understanding that transaction better,\u201d Gordon says.<\/p>\n

This video is part of the Beet.TV series titled Targeting Today\u2019s TV Viewer sponsored by DISH Media Sales. It is published along with this DISH Media Sales Straightforward Guide in ADWEEK<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s taking awhile, but the advertising space is \u201cprogressing and modernizing\u201d to keep up with changing viewing behavior, with virtual MVPD\u2019s representing the best of what TV can be, according to Adobe\u2019s Todd Gordon. \u201cWhat we hear consistently from clients is that they still believe that TV is extremely effective in driving brand preference, driving […]<\/p>\n","protected":false},"author":17,"featured_media":54561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7369],"tags":[5274,3563,6882,7377],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54559"}],"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=54559"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54559\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54561"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54559"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54559"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}