Peering Into the Crystal Ball at the TV of Tomorrow Conference

Addressable Advertising AdvancesquotTraditional TV was a onetomany ad medium where all would see the same adquot explained Brett Hurwitz Business Lead Advanced TV Oath quotAddressable is not the caseamp160 It delivers a direct ad to the most relevant individualsamp160 It is individualized advertisingquotAccording to Amy Leifer Vice President Sales Planning and Operations Xandr there is huge potential in addressableamp160 quotWhen you use data to attract audiences it is more meaningfulquot she declaredamp160 quotomes are so much better than using blunt mediaamp160 The reality is that it works regardless of whatever vertical you use and it continues to grow because it worksquotamp160 Xandr ATampampT39s new advertising division launched itsamp160addressable product seven years agoInterestingly companies such as ATampampT and Dish are now partnering on certain addressable initiatives such as the political advertising marketplace where they need scale and reachamp160 quotThey are a competitor but we are combining our audiences in certain marketsquot Leifer notedamp160 quotWe have an office in Washington DC that is dedicated to that marketplacequotDesirable niche targets sometimes pose a risk in addressableamp160 There is a need to monitor quotwhich households are seeing any given ad far too many timesquot advised Kevin Arrix Senior Vice President of Dish Mediaamp160 quotIt is difficult to control because sequencing is sold by certain GRPsquotUnderstand How to Leverage ContentKaren Leever President US Digital Products Discovery understands the importance of content format in attracting the right consumer on the right platformamp160 quotConsumers deserve ubiquity of content and we need to give them reasons to come backquot she explainedamp160 Discovery offers full seasons ondemand and with key tentpoles like Shark Week the company strives to quotgo deeper on those for super fansquot by offering shortform content 815 minutes in length tied to the event that they especially enjoyLeever measures their success by the number of streams and minutes watched which she examines every day for both long and shortform programsamp160 In addition Discovery has a social media initiative and has developed a robust social media communityamp160 quotWe have 300 million social media fansquot she notedamp160 Discovery partners with such companies as Group 9 Dodo and Seeker which helps to age down their linear TV demographicamp160 But this effort is only used to build awarenessamp160 quotThere is not a lot of access to programming over social mediaquot she explained quotViewers must go to the providerquotGoogle sources news rather than creates it and there are no plans at this time to go beyond aggregatingamp160amp160quotIt is not our core competency not in our DNAquot said Rebekah Dopp Principal News and Local Media Global Partnerships Googleamp160amp160quotWe are not content creators but a platformamp160 We do all we can do to maintain the integrity of those who provide contentquotAttribution Is Hitting Its StrideMedia companies and agencies are focusing more and more on attributionamp160 quotAttribution is a superhot topicquot said Tracy Swedlow Cofounder and CEO TMRW Corp the parent company of TV of TomorrowFor agencies it is important to manage for frequency and understand targets that are applied to linear space according to Helen Katz Senior Vice President Global Director of Data and Contract Publicis Spineamp160 Creative has been a bigger challenge she noted because there aren39t always multiple versions of creative that can be used for targetingamp160 quotWe are in a learning curvequot she explainedamp160 But it is possible to measure successamp160 Katz has seen sellers guarantee against the outcome in addition to the GRPsamp160 And yes quotthey have to hit both guaranteesquot she addedMedia companies have to create their own benchmarks in this new and emerging space because there is little history to rely upon quotWe update our guidelines every yearquot Katz saidData Continues to RuleDonna Speciale President of Turner Ad Sales is a big proponent of data to help sales maximize the value of their inventoryamp160 Their work with ATampampT39s Xandr has been formalized this past June and now they are working closely collaborating and gathering data to enhance their current products Xandr offers Turner access to ATampampT firstparty data for 25 million settop boxes and 147 million mobile devicesquotOur goals areamp160to enhance our audience products making them faster and to have realtime optimization so we can post a lot quicker and cleanerquot Speciale saidamp160amp160She is hoping Turner will get to national addressableamp160 quotWe39reamp160not there yetquot she admittedamp160 quotTo me it would have to get to at least a 50 mark for it to be a viable optionamp160 It39s hard for us to do anything of that size because we won39t get credit for anything that deviates in a national footprint for C3amp160 Nielsen needs one marketer for a national unitquotamp160 If ads are split between two different advertisers Turner would lose that national rating for that telecastIn the meantime Turner is doing beta testing to make the data actionable within audience segmentsamp160 Speciale expects to announce new products by 2Q 2019amp160 She also plans on being able to do her own attribution instead of going to thirdparty sourcesamp160 quotWe39ve got to get out of the demo and into audiencesquot she statedClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Peering Into the Crystal Ball at the TV of Tomorrow Conference

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Charlene Weisler

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