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{"id":65322,"date":"2020-03-23T20:58:05","date_gmt":"2020-03-24T00:58:05","guid":{"rendered":"https:\/\/www.beet.tv\/?p=65322"},"modified":"2020-03-23T20:58:05","modified_gmt":"2020-03-24T00:58:05","slug":"innovation-or-instinct-whats-stopping-advanced-tv-beet-retreat-panel","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/03\/innovation-or-instinct-whats-stopping-advanced-tv-beet-retreat-panel.html","title":{"rendered":"Innovation Or Instinct: What’s Stopping Advanced TV?: Beet Retreat Panel"},"content":{"rendered":"SAN JUAN, PR — What’s to blame for lack of forward momentum in advanced TV targeting? Is it inadequate technology or executives who are not yet ready to embrace it?<\/p>\n
At Beet Retreat San Juan 2020, a panel dubbed Investment and Innovation \u2013 Where Next?<\/strong> chewed over that topic:<\/p>\n\n- Tal Chalozin<\/strong>, CTO & Co-Founder, Innovid<\/strong><\/li>\n
- Michael Parkes<\/strong>, CRO, VideoAmp<\/strong><\/li>\n
- Philip Smolin<\/strong>, Chief Strategy Officer, Amobee<\/strong><\/li>\n<\/ul>\n
Chicken or egg?<\/h2>\n
Moderator Ashley J. Swartz, CEO of Furious Corp, kicked off by asking what was to blame for lack of forward momentum in advanced TV targeting.<\/em><\/strong><\/p>\n“We don’t have technology problems, we don’t have ad problems, we don’t have media problems. We have business<\/em> problems,” she said. “I think that’s the reality.<\/p>\n“We find ourselves at this point right now where the business problems have the signal to noise ratio. The business problems I think are louder than the technological problems.”<\/p>\n
Innovid’s Chalozin said he sees a “chicken-and-egg” problem: “The tools have to exist before the buyers can actually execute against a holistic plan against linear and OTT.”<\/p>\n
Agencies not on the same page<\/h2>\n
As if to illustrate the problem, Amobee’s Smolin described a recent discovery he was able to make for a brand client for which it has recently conducted cross-channel measurement.<\/strong><\/em><\/p>\n“Seventy-three percent of their impressions within a single campaign were going to 12% of the household,” he said. “It’s shocking to look at. These are smart people and they’re working with good agencies.<\/p>\n
“You have a national agency which has a siloed wall between TV investment and digital trading. You then have an ecosystem of tier-two agencies which are not using the same measurement as the tier-one agency. Many brands have higher-order efficiency issues that we’re already skipping over in these discussions.<\/p>\n
“Based on what we’ve seen with other brands using tools and data available today that can probably drive about a 15% to 20% improvement in efficient use of their overall TV budget holistically.”<\/p>\n
Is measurement to blame?<\/h2>\n
VideoAmp’s Parkes said, actually, technology is not yet advanced enough.<\/strong><\/em><\/p>\n“There has been a organisational shift within the agencies, within the brands to be able to plan and execute against (new platforms),” he said. “But there is still a big shift that needs to happen on the technology side. I don’t think it’s anywhere near done in terms of the technology innovation that has to happen. Tools have to exist before the buyers can actually execute against a holistic plan against linear and OTT.”<\/p>\n
However, Innovid’s Chalozin disagreed.<\/strong><\/em><\/p>\n“I must say I don’t think that this is accurate to blame that and say that this is the reason for a problem,” he said. “(Fragmentation) is the current state of connected television. There’s many ways to buy content. This problem is not going to go away. No one owns the connected television world.”<\/p>\n
This video was produced\u00a0 at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.\u00a0 For more videos from the series, please visit this landing page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"SAN JUAN, PR — What’s to blame for lack of forward momentum in advanced TV targeting? Is it inadequate technology or executives who are not yet ready to embrace it? At Beet Retreat San Juan 2020, a panel dubbed Investment and Innovation \u2013 Where Next? chewed over that topic: Tal Chalozin, CTO & Co-Founder, Innovid […]<\/p>\n","protected":false},"author":15,"featured_media":65350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8235],"tags":[5335,3236,5597,7448,8032,8273,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65322"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=65322"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65322\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65350"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}