Advertisers need to come together with media, measurement and ad-tech companies to support the growth in advanced TV. Their partnerships will lead to greater automation and better outcomes that drive more investment in advertising as linear TV and digital video converge.<\/p>\n
Kevin Lemberg<\/a>, head of partnerships for advertising solutions at Comcast Technology Solutions<\/strong><\/em><\/p>\n \u201cThere has to be some sort of unification and some sort of common language and goals between the partners within a solution or technology that we\u2019re offering out to the industry,\u201d he said. \u201cPartnerships are going to be very important to round out the technology offering and the solutions for the industry in order for us to move forward.\u201d<\/p>\n Jen Soch<\/a>, executive director of specialty channels at WPP\u2019s GroupM<\/strong><\/em><\/p>\n \u201cWe\u2019re really seeing an idea where we can be with addressable and CTV part of the main video recommendation that goes into what we\u2019re doing with a client, and look at it more holistically.\u201d she said. \u201cI do see a lot more interest in bringing it [addressable and CTV] very much to the forefront and being a bigger part of their overall play.\u201d<\/p>\n Kelly Abcarian<\/a>, executive vice president of measurement and impact at NBCUniversal<\/strong><\/em><\/p>\n \u201cInteroperability across linear and digital without losing the value of premium content along the way is going to be so critical,\u201d she said. \u201cIf we lose and swing the pendulum too far to \u2018audiences only,\u2019 imagine content being cheapened over the coming years and basically creating a society that the value is placed on audiences alone\u2026.I look forward to working with the industry on how, as we try to equivalize and become more interoperable, we don\u2019t lose the value of premium content.\u201d<\/p>\n Kristine Bayles<\/a>, vice president of advanced advertising sales at AMC Networks<\/strong><\/em><\/p>\n Addressable TV \u201cenables us to get the insights into communication and driving deeper understanding in the industry,\u201d she said. \u201cWe all know TV is important, but CTV and VOD is just as important\u2026Viewership is truly fragmented now, and it\u2019s not that less people are consuming, they\u2019re just consuming differently. We need to understand this, and move forward with converged impressions.\u201d<\/p>\n Mark Marshall<\/a>, president of advertising and partnerships at NBCUniversal<\/strong><\/em><\/p>\n \u201cOur goal on that [automated workflows] is to work with our partners on the agency side be able to get rid of about 30% of the manual work that we do,\u201d he said. \u201cHow do we find different APIs [application programming interfaces] and different ways to interact, and take out some of the manual elements to allow us to move faster and hopefully improve margins for clients.\u201d<\/p>\n Nicole Whitesel<\/a>, executive vice president of advanced TV and client success at Publicis Media<\/strong><\/em><\/p>\n \u201cWe need systems that collaborate — tools that talk to each other, data that can break down those walls, IDs that can understand each other,\u201d she said. \u201cBetter sharing of that data enables us to have conversations with our clients about outcomes, and outcomes that deliver change to their business, and outcomes that change the way they decide media mix.\u201d<\/p>\n Vicky Fox<\/a>, chief planning officer at OMD UK<\/strong><\/em><\/p>\n \u201cWe\u2019ve moved from a place where people were quite wedded to a linear schedule,\u201d she said. \u201cSelf-scheduling is going to be the norm for everybody. Anybody who switches on the TV and either looks at their connected TV menu or their EPG [electronic programming guide] can see how much has changed, because some of the linear schedules may take second place.\u201d<\/p>\n Richard Nunn<\/a>, vice president and general manager of advertiser solutions at Comcast Technology Solutions<\/strong><\/em><\/p>\n \u201cThrough automation and understanding what has worked and what hasn\u2019t in more real time across channel \u2013 that in principle, should mean a greater ROI across what is a fragmented channel base,\u201d he said. \u201cThey\u2019ll drive that solution a lot more efficiently because of technology.\u201d<\/p>\n You are watching \u201cWhat\u2019s Next For Advertisers? Key Changes That Will Drive The Industry Forward,\u201d a Beet.TV leadership series presented by Comcast Technology Solutions. For more videos, please visit\u00a0this page.<\/a>\u00a0For Comcast Technology Solutions\u2019 paper on these topics, please\u00a0visit this link<\/a>.<\/em><\/p>\nHolistic View of TV Landscape<\/h2>\n
Don\u2019t Devalue Premium Content<\/h2>\n
Addressable TV Unlocks Insights<\/h2>\n
Automate Workflows for Savings<\/h2>\n
Outcomes Need Collaboration<\/h2>\n
Self-Scheduling Becoming the Norm<\/h2>\n
Technology \u2018Lifts All Ships\u2019<\/h2>\n