Inside Those Secret Meetings to Advance Advanced TV

Data has never been more important to adtech and the systems that are emerging for targeted advertising In an important next step some of the walled gardens are coming down as the industry is starting to coalesce around shared interests I think specifically of the joint effort of Viacom Fox and Turner with OpenAPThe full adoption of Advanced TV has its strengths and its challenges Obviously the ability to more finely hone an ad message delivered to the right audience makes advanced TV a amp8220must consideramp8221 Yet the available inventory is still somewhat restricted and issues like workflow fragmentation and walled gardens need to be addressed amp160Also we need more overall industry participation to accelerate progressThe takeaways from the Secret Society discussion were as followsTargeting Finally there is a way to go beyond age and gender in a meaningful way For those of us who have been in the industry for a while the opportunity to target is seismic amp8220In 1975 when I was negotiating for broadcast TV it was the first year that the guarantees were based on age and gender and not householdamp8221 said USIM Advanced Television strategist Mitch Oscar who organizes the Secret Society meetings amp160amp8220At that time we said amp8216households donamp8217t buy products people doamp8217 Fortyplus years later we are looking at households that have people of different ages and genders that exhibit behavioral characteristics as behavioral targets We are getting closer to targeting people who might be interested in the product and eventually purchase itamp8221Inventory However there are not enough national opportunities to target The inventory currently available in advanced TV is two minutes of local inventory per hourWorkflow and Fragmentation amp8220Workflow for audience systems does not existamp8221 Oscar noted amp8220We need a universal workflow instead of taking bits and pieces from various media companiesamp8221 amp160But even before the workflow there is a need to address the myriad of platforms networks and data sources that silo efforts amp8220The most important challenge is how many different platforms and data sources there areamp8221 he continued amp8220Seven addressable TV platforms 15 programmatic platforms 6 contextual audience networks that offer 31 flavors of products and over 68 data sources across these platforms makes it difficult to evaluate and implementamp8221Participation Getting more clients on board and involved is paramount according to Dave Morgan CEO and Founder of Simulmedia amp8220It is critical that the advanced TV industry work harder to get clients the marketers much more directly involved in developmentamp8221 he assertedamp160 amp8220Customer and purchase data is the key fuel in all advanced TV applications and it is the client that controls that dataamp8221Marketing Focus amp160Morgan believes amp8220We need to make it more about marketing driving provable sales ROI and other desired business outcomes than advertising delivering impressions and other media metricsamp8221 Morgan said amp8220The future of advertising is about performance That is where advanced TV efforts should be focusedamp8221Arguably the next step in advancing advanced TV is working together towards shared interests Enter OpenAP amp160Audrey Steele Executive Vice President Sales Research Insights and Strategy Fox Networks Group spoke about OpenAP as a way to break down some of the walled gardens set some level of standardization and accelerate the adoption of Advanced TV advertising She explained that the three partners Viacom Fox and Turner are amp8220frenemiesamp8221 who are amp8220similar in intent but the execution of sales inventory is differentamp8221Steele noted that OpenAp offers the ability to optimize existing base buys is unified in need for standardization offers the promise of digital programmatic enables the most persuasive message for ad placement is an immersive environment with digital precision for brand messages is fraud free and is transparentSome media executives believe that the future of Advanced TV is now and that it is quickly enlisting many more players amp160amp8220I think that we are going to see a significant acceleration of dataoptimized linear TV ads particularly as we see big enterprise tech companies like Oracle and Adobe getting more involved and as we see the big digital players like Facebook and Google getting more and more involved in TV advertisingamp8221 Morgan concludedClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Inside Those Secret Meetings to Advance Advanced TV

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Charlene Weisler

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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