What has advanced TV\u2019s journey been to this point and where is it headed? A panel of industry leaders moderated by Forrester principal analyst Jim Nail explored both of these questions. Despite industry predictions that advanced TV would have long ago hit its inflection point, it has still yet to truly peak.<\/p>\n

\u201cThere\u2019s a lot of brands that are still getting their feet under them in terms of audiences and digital,\u201d says Christine Grammier, managing director of LiveRamp, during the panel at the Beet Retreat in New York City hosted by Publicis Media.<\/p>\n

Much of the challenge comes from gathering the proper data sets to be able to communicate trends to clients that reflect similar successes in traditional TV models.<\/p>\n

\u201cTrying to use the same data on the planning side and the measurement side is hard still,\u201d says Brian Wallach, senior vice president and CRO of advanced TV at FreeWheel. \u201cSo even though we want to do this advanced targeting and we want to find the right people that are in the market for products and services, it\u2019s still complicated, but we\u2019re definitely making progress.\u201d<\/p>\n

While we may still be awaiting a full buy-in on advanced TV models across the industry, the reach of television continues to serve a crucial purpose for advertisers, which cannot be overlooked.<\/p>\n

\u201cWe talk a lot about television and video and its ability now to be more targeted and more personalized,\u201d says Neil Vendetti, president of investment at Zenith. \u201cBut I think if you take a step back, the vast majority of our clients still buy TV for largely the same reason they always have, which is maximizing reach. It\u2019s still unparalleled in the marketplace in terms of its ability to do that.\u201d<\/p>\n

The reach itself, however, is a metric that needs to be reimagined in order to be fully maximized.<\/p>\n

\u201cIf we\u2019re going to transact on reach, it needs to be across any number of video touchpoints that a consumer would reasonably consider as television-esque,\u201d says Vendetti. \u201cIt needs to be the same kind of an experience from an advertising and content standpoint so that we can reasonably expect the same level of effectiveness.\u201d<\/p>\n

All panelists are in agreement that now, more than ever, capitalizing on reach means first gaining a very specific and polished idea of what your target audience looks like.<\/p>\n

\u201cWe really try to start the conversation with audience,\u201d says Grammier. \u201cAnd then your view on what does reaching them with a premium video impression really mean kind of pivots a little bit.\u201d<\/p>\n

This video was produced at the\u00a0Beet Retreat leadership event<\/a>\u00a0hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

What has advanced TV\u2019s journey been to this point and where is it headed? A panel of industry leaders moderated by Forrester principal analyst Jim Nail explored both of these questions. Despite industry predictions that advanced TV would have long ago hit its inflection point, it has still yet to truly peak. \u201cThere\u2019s a lot […]<\/p>\n","protected":false},"author":21,"featured_media":63553,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8180],"tags":[5267,4220,5133,6730],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63551"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63551"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63551\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63553"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}