As Video’s Popularity Continues to Rise and Screens Converge, New Tools are Needed to Fully Capitalize -- Jacqueline Corbelli

As autumn draws near and this yearamp8217s final upfront results roll in weamp8217re seeing a slightly softer TV ad market than in past years Itamp8217s clear from the sheer magnitude of TV spending that the biggest screen is a persistent mainstay and high priority However changes playing out this year also hint of desire among marketers to stay more flexible in the way they approach TVThe explanation is likely rooted in the continuing growth of TV programs being watched on Internet connected devices that suggests amp8220TVamp8221 and amp8220Digitalamp8221 can no longer be viewed as completely separate media investments The rise in consumption of TV programming across screens along with the quickening rate of overall connected TV adoption is making a true multiscreen video ad strategy feel more and more important to brandsSome developments over the past year are shedding further light on video advertisingamp8217s future and the opportunity connected devices bring marketers to enhance consumersamp8217 experience with their favorite programming and brands There is strong evidence of a gradual yet steady march in the ad world to a full link up of digital rich video advertising with the new premium content ad opportunity that connected TVs now representFor one the Internet is feeding TV consumption in an increasingly seamless way 34 of U S homes already own a smart TV 20 own a streaming device and a whopping 62 own a gaming console all of which are being used in part to stream TV from the Internet In addition according to Parks Research 60 of connected TV homes are watching TV programs via the Internet and a recent report from eMarketer states that amp8220 in 2015 the majority of US Internet users will access the Internet through a connected TVamp8221 1On top of the impact that the pure growth in Internet video streaming on connected TVs being observed will likely have on the video ad strategy the relationship between TV and tablet viewing is also getting closer As of Q1 2014 Parks Research reports that ownership rates of tablets have quadrupled to 61 of broadband homes with 41 making regular use of TV apps Together these trends signal an important opportunity for advertisers networks and TV providers alike to deliver richer ad experiences to audiences across screensAnd in a separate development this summer NBC Universal had a relatively strong showing in the Upfronts highlighting the potential impact that changing viewing habits may already be having on future TV spending NBCU demonstrated the appeal that crossscreen ad opportunities hold for marketers and their brands to reach TV audiences efficiently and seamlessly across all We should expect to see more requests for ad inventory that is bundled and delivered across screens in 2015 from brands and agencies seeking to better reach target TV audiences regardless of where they are watching their favorite programmingA survey by eMarketer earlier this year reinforces the point amp822075 of media planners are either planning for connected TV advertising opportunities now or will be this yearamp8221 2 Another indication that in all thatamp8217s already changed about connected behaviors and adoption itamp8217s becoming less and less feasible to approach TV and digital as discreet by separate parts of a communication strategy driven by separate investment criteriaIn short continued strong adoption of connected TV and the growth in Internet streamed video viewed across mobile and online screens looks like a wave just building to full strength with TV representing the final leg of the Digital Media stoolNot surprisingly according to the Accenture Interactive CMO Study 2014 42 of executives expect amp8220managing changeamp8221 to be the biggest barrier to implementing digital business initiatives amp8220The final piece that will make this transition possible will be the integration of online advertising capabilities that have already created new and innovative avenues for brands to successfully engage with consumers on the other screensamp8221 3Just how popular video has become to us over the past few years is best revealed in this quote from Ron Harevo president of video AOL amp8220amp8230 all screens are equal amp8230 weamp8217re getting to a point where screen agnostic is the only way you can approach consumers because they watch more videos on every platform amp8230 mobile and tablets are taking off and connected TV is the next new thingamp8221As digital device usage continues to grow itamp8217s likely to become an important contributor to growth in video ad spending for years to come OTT streaming will exceed 14 billion in 2018 according to PWC this compares with 46 billion in 2014 It highlights well the strength and vitality of the US digital video ecosystem amp8220Weamp8217re in the midst of perfect storm conditions with audience growth consumer habits device ad options content availability and ad opportunities spinning in a virtuous circleamp8221 said HarevoConverging workflows in a time of fundamentally changing behaviors and digital ad possibilities highlight the need for overcoming any limitations that current org design andor business processes have on the ability to truly optimize on cross screen rich video ad strategy1 quotThe Evolution of Advanced TV Advertising Strategiesquot Parks Associates 2014 2 quotConnected TV Ads Important for Futurebut Few Know How to Buy Themquot eMarketer 15 May 2014 3 quotContent Kings The Changing Landscape of TV Consumptionquot Digital Capital Advisors 2013Jacqueline Corbelli is the coFounder Chairman and CEO of BrightLine an advertising and marketing firm which creates and implements interactive TV iTV advertising strategies that engage target consumers in a twoway dialogue with brands such as Unilever GlaxoSmithKline L39Oreal American Express and Kellogg39s Accounting for 95 percent of all iTV activity BrightLine is recognized as the market leader in exploiting the latest digital technologies to create interactive brand experiences for television viewers Jacquie can be reached at jcorbellibrightlinetvCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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As Video’s Popularity Continues to Rise and Screens Converge, New Tools are Needed to Fully Capitalize -- Jacqueline Corbelli

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