Ad-supported television is undergoing a significant transformation amid the growth in\u00a0streaming video services, advancements in programmatic buying and the development of a cross-screen currency.\u00a0<\/span>Several industry executives discussed the future of TV advertising when they gathered on June 23 for the\u00a0<\/span>Global Forum on Responsible Media<\/span><\/a>,<\/span>\u00a0<\/span><\/p>\n This video is a summary of interviews with executive who spoke in the TV transformation track presented by PubMatic, the sell-side platform (SSP) for programmatic advertising:<\/span>\u00a0<\/span><\/p>\n Many consumers have shown a greater preference for streaming services that don\u2019t carry ads, a trend that will challenge ad-supported channels to improve the consumer experience. The future of ad-supported TV depends on it.<\/span>\u00a0<\/span><\/p>\n Instead of loading up on advertising that becomes a nuisance and pushes audiences to pay for ad-free programming, media outlets will have to focus on improving the consumer experience,\u00a0said\u00a0<\/span>Adam Gerber<\/span><\/a>, global chief investment officer at Essence, a unit of WPP\u2019s GroupM.<\/span><\/p>\n Media outlets also recognize the importance of giving consumers greater flexibility in controlling the viewing experience. Improvements to the consumer experience can include a reduced ad load, innovations in ad units and other opportunities to engage viewers. Combining the efficiencies of programmatic buying with premium content at scale is a key goal.\u00a0<\/span>\u00a0<\/span><\/p>\n \u201cIt\u2019s about on-demand access and meeting consumers where they are, but it\u2019s also about the user experience and keeping\u00a0that at the center,\u201d said Ashley Luongo<\/a>, senior vice president of advanced TV and programmatic digital sales at NBCUniversal.<\/span><\/p>\n The upfront market traditionally has been one of the best ways for media buyers to reserve premium inventory. But the marketplace is changing amid a shift in viewing habits and the growth of quality content that\u2019s available in the programmatic market.\u00a0<\/span>\u00a0<\/span><\/p>\n Buyers awakening to idea of wanting security of reserving\u00a0scarce, premium inventory, but want a biddable environment, said Nicole Scaglione<\/a>, global vice president of OTT and CTV business at\u00a0PubMatic.<\/span><\/p>\n Consumers are viewing content among a wider variety of connected devices, spurring discussion about a cross-screen currency for measurement. But data and metrics can be used for more than just a currency, said\u00a0Christine\u00a0Grammier<\/a>, head of TV measurement at data connectivity platform\u00a0LiveRamp.<\/span><\/p>\n Millions of people were stuck at home during the pandemic, spurring a significant shift in their media consumption habits. Advertisers have responded by\u00a0de-emphasizing dayparts as people\u00a0spend more time with streaming platforms.<\/span>\u00a0<\/span><\/p>\n \u201cWhen everybody\u2019s at home during the pandemic and wanting to watch primetime content at all hours, every hour of the day became a theoretical prime hour,\u201d said Mike Fisher<\/a>, vice president of advanced TV and audio at Essence. \u201cIt changed up the way we did our planning and our buying.\u201d<\/span>\u00a0<\/span><\/p>\n This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A\u2019s. <\/span><\/i>For more videos on this topic,\u00a0<\/span><\/i>visit this page<\/span><\/i><\/a>.\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n The entire Forum can\u00a0be\u00a0<\/span><\/i>watched on-demand here<\/span><\/i><\/a>, and all videos from this project\u00a0<\/span><\/i>can be found here<\/span><\/i><\/a>.<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Ad-supported television is undergoing a significant transformation amid the growth in\u00a0streaming video services, advancements in programmatic buying and the development of a cross-screen currency.\u00a0Several industry executives discussed the future of TV advertising when they gathered on June 23 for the\u00a0Global Forum on Responsible Media,\u00a0 This video is a summary of interviews with executive who spoke […]<\/p>\n","protected":false},"author":24,"featured_media":75052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8844],"tags":[6934,7364,8204,8275,8853],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74779"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=74779"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74779\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75052"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=74779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=74779"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=74779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\u00a01. <\/span>TV\u2019s advertising model needs overhaul<\/h2>\n
2. Prioritize consumer experience<\/h2>\n
3. <\/span>Brands want to buy premium inventory programmatically<\/h2>\n
4. Data and metrics offer more than a cross-screen currency<\/h2>\n
5. Pandemic will have lasting effects on media buying<\/h2>\n