ORLANDO\u2014Lack of scale has been a common excuse to avoid trying to reach TV viewers using dynamic devices to view content on the big screen in their living room. But with set-top box VOD and OTT viewing soaring, it\u2019s time for advertisers to \u201ccatch up to that viewership,\u201d says FreeWheel\u2019s James Rothwell.<\/p>\n

\u201cI think we\u2019re at an inflection point,\u201d Rothwell says in this interview with Beet.TV at the recent Association of National Advertisers\u2019 Masters of Marketing Conference<\/a>. \u201cScale has been lacking in certain areas, which made it tough I think as an investment prioritization for some brands and agencies,\u201d Rothwell adds. \u201cBut now we see a lot more scale coming through those OTT, set-top box VOD and, increasingly, addressable linear opportunities.\u201d<\/p>\n

Calling advanced TV \u201cthe umbrella term for all of those opportunities or anything outside of the linear stream,\u201d Rothwell says he\u2019s \u201cgetting the sense that people are really leaning into it now. \u201d<\/p>\n

In a Beet.TV interview<\/a> with Brian Wallach, who is SVP, Chief Revenue Officer, Advanced TV, FreeWheel Markets, Wallach explains how FreeWheel\u2019s new DRIVE platform is designed to unify advanced TV offerings with unified audience measurement.<\/p>\n

To align with a more scaled, dynamic TV offering, Rothwell discussed the FreeWheel Council for Premium Video\u2019s latest output: A Buyer\u2019s Guide to the New Living Room<\/a>.\u201d This reference guide provides media planners and buyers with tactics and workarounds to take advantage of what the new living room can do for advertisers.<\/p>\n

Every quarter, increasing volumes of digital and dynamically delivered video advertising are accessed via set-top boxes and (OTT) devices on the big screen. This now accounts for 57 percent of all non-linear impressions, according to the FreeWheel Video Monetization Report (VMR) Q2 2018.<\/p>\n

\u201cCombine the reach of broadcast television with the dynamic insertion and dynamic advertising opportunities through these new devices and you can combine that reach now with precision. TV being that full-funnel opportunity for advertisers,\u201d says Rothwell.<\/p>\n

This is not to suggest these still-growing channels are not without their challenges. \u201cCurrently, there\u2019s a lot of constraints getting in the way, whether that be measurement, technology and partners.\u201d<\/p>\n

Hence the following guideposts for buyers from the FreeWheel Council\u2019s \u201cA Buyer’s Guide to the New Living Room\u201d:<\/p>\n

\u2022 Become a subject matter expert in the new living room to gain advantage for your clients while these channels are still nascent and growing<\/p>\n

\u2022 Create a plan using complementary channels to balance reach and precision, leveraging the common and unique attributes of each<\/p>\n

\u2022 Work through measurement hurdles and leverage the tools and KPIs that are available to access these engaged yet underserved audiences<\/p>\n

\u2022 Personalize messaging and manage frequency through addressable options with creative diversity on all campaigns delivered to the new living room<\/p>\n

\u2022 Optimize for scale by adjusting your KPIs for platforms as necessary such as viewability targets in channels that aren\u2019t able to be measured<\/p>\n

\u201cWe are as an industry starting to understand what we need to do to make it a more viable opportunity for brands,\u201d says Rothwell, who is VP, Global Agency, Brand & Industry Relations. \u201cReally get that first and third party data to light up and create additional value, create additional precision for those advertising campaigns.\u201d<\/p>\n

He sees a \u201cwide appreciation\u201d for the reach of TV programming, regardless of how it is accessed, to help build the purchase funnel and using addressable advertising options to help push consumers to the transaction phase.<\/p>\n

\u201cConsistency and standards obviously come next, and we\u2019re starting to see some of that already as well,\u201d Rothwell says.<\/p>\n

This series \u201cGrowing Brands and Driving Results,\u201d was produced at the ANA Masters in Marketing \u201918 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO\u2014Lack of scale has been a common excuse to avoid trying to reach TV viewers using dynamic devices to view content on the big screen in their living room. But with set-top box VOD and OTT viewing soaring, it\u2019s time for advertisers to \u201ccatch up to that viewership,\u201d says FreeWheel\u2019s James Rothwell. \u201cI think we\u2019re […]<\/p>\n","protected":false},"author":17,"featured_media":57016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7591],"tags":[5003,5905,5960,5961],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57013"}],"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=57013"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57013\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57016"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}