In the general quest for more advanced advertising resources, the overarching conversation is about \u201cunification and interoperability\u201d across the industry. Underneath is the day-to-day reality of competition among a variety of players with different business models.<\/p>\n

\u201cI think we\u2019ve got a lot of bets in motion right now,\u201d says Janet Balis, Global Advisory Leader, Media & Entertainment, at professional services provider EY<\/a>.<\/p>\n

\u201cSome bets are bringing things together and other bets are creating more walled gardens. Right now it remains to be seen how it all plays out, but I think we\u2019re going through this open and closed ecosystem debate,\u201d Balis adds in this interview with Beet.TV.<\/p>\n

She lauds the efforts of the OpenAP audience-targeting consortium as \u201ca great step in that direction\u201d of industry unification. Meanwhile, consumers are dabbling with a preponderance of OTT and streaming television choices while \u201cthe entire industry is playing catch-up mode\u201d in figuring out how best to reach those viewers.<\/p>\n

Referencing this year\u2019s TV UpFront season, Balis<\/a> sees a mix of legacy mindsets and behaviors and the reality of a shifting landscape. \u201cI would imagine that next year\u2019s UpFront will look quite different. I think right now it\u2019s sort of got a foot in both worlds.\u201d<\/p>\n

Aside from media and technology companies, brand managers face major hurdles just trying to take advantage of audience segments in advanced TV. \u201cOnce we change all of those models, they have to change the entire infrastructure within their companies,\u201d says Balis.<\/p>\n

She sees a future in which marketing and customer experience, which today are often separate departments, will have to come together. \u201cWe have to build a smarter experience for consumers because that\u2019s their human expectation of brands.\u201d<\/p>\n

Advertisers won\u2019t be focusing just on the ROI of individual campaigns but \u201ctotal lifetime value to get loyalty, retention and value from customers. Fundamentally, what that requires is embracing first-party data, enhancing it with second- and third-party data.\u201d<\/p>\n

Asked about her expectations for the upcoming Cannes Lions<\/a> International Festival of Creativity, Balis recognizes an underlying \u201ctension\u201d but reminds that, \u201cUltimately, Cannes Lions celebrates creativity and we have to remember that. It\u2019s about the art of the craft and really celebrating the stories that are told.\u201d<\/p>\n

This video is part of the Beet.TV preview series titled \u201cThe Road to Cannes.\u201d The series is sponsored by 4INFO<\/a>. Please visit this page<\/a> for additional segments.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In the general quest for more advanced advertising resources, the overarching conversation is about \u201cunification and interoperability\u201d across the industry. Underneath is the day-to-day reality of competition among a variety of players with different business models. \u201cI think we\u2019ve got a lot of bets in motion right now,\u201d says Janet Balis, Global Advisory Leader, Media […]<\/p>\n","protected":false},"author":17,"featured_media":60633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7977],"tags":[7260,7261,7696,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60631"}],"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=60631"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60631\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60633"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}