From Fragmented Screens to Unified Buys: Modern Solutions for Premium Video Advertising

Although these newer platforms tend to be intentionally less commercialized as viewing and inventory grows the DAI Digital Ad Insertion commercial model has struggled to keep pace Networkbased streamers have received negative feedback for excessive repetition of commercials and gaps in ad delivery amp8220Zen Momentsamp8221 that frustrate viewers and diminish advertising effectivenessTo effectively monetize nonlinear viewing the industry needs solutions that integrate audience measurement across all devices and platforms unify inventory pools for seamless ad buying enable programmatic and addressable ad buying to optimize frequency relevance and reach and provide dashboards and tools modeled after digital platforms making TV ad buying as easy and datadriven as buying on Facebook or InstagramOne company leading the way is Tvbeat which unifies all types of video into a single inventory pool for television programmers Tvbeatamp8217s platform already deployed in the market helps control the user experience across devices While some publishers are developing their own solutions Tvbeat stands out as a fully operational optionAddressable commercialsamp8212introduced in the 1990samp8212are now a growing part of the mix especially on nonTV devices But for buyers to easily access this inventory platforms like Tvbeat are essentialTvbeat and Spectrum are making it easier for digital programmatic buyers to purchase impactful competitively priced linear TV placements in 30 million US households Comcastamp8217s Universal Ads is also simplifying TV ad buying with dashboards modeled after those of major digital platforms Theyamp8217re partnering with thirdparty sales measurement companies using inmarket matched geography experiments and making these services easy to order programmaticallyamp8212just like on big tech media platformsTogether with my partners weamp8217ve developed the concept of UltiMedia which uses Tvbeat and RMT AI technologies UltiMedia is similar to Universal Ads but is inclusive of all types of television and open to all sellside and buyside players It operates as a fair broker marketplace with minimal feesamp8212a fraction of todayamp8217s DSPSSP costsLegacy players wonamp8217t regain their audience share by sticking to old methods The path forward includesSmarter tunein and subscriber acquisition marketingCreative program developmentAnd transforming television into a platform with all the ROI optimization benefits of Google and Meta plus even more powerful advertising impressionsTelevisionamp8217s greater sales and branding power is well documented by hundreds of research studies including findings from the Wharton Neuroscience InitiativeJoe Willke of Nielsen IQ now owned by GfK has refined the BASES model for predicting new product sales He recently found that awareness and trial levels for new brand launches are now half what they were when television was the primary medium In todayamp8217s amp8220digitalfirstamp8221 era linear TV budgets have shrunk while digital platforms receive billions for fleeting 12 second impressions As a result only 14 of top brands in CPG Auto and QSR are growing market shareamp8212down from 33 in 2014 before TV revenues declinedamp160Networks and advertisers who embrace unified technologydriven solutions will be best positioned to reach audiences efficiently maximize ROI and reclaim lost market share Adapting to these evolving viewing habits isnamp8217t just importantamp8212itamp8217s a strategic imperativePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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From Fragmented Screens to Unified Buys: Modern Solutions for Premium Video Advertising

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