Predictions for the Advanced TV Advertising Ecosystem
In a recent piece on the future of TV advertising, Walt Horstman, the fearless leader of our business unit, predicted that a few major watershed moments would affect the advanced TV advertising industry in the coming year. After a busy and eventful first quarter, it appears that a lot of his predictions are starting to come to fruition.
I say so confidently after attending RampUp and connecting with many of the players in the advertising and media industry. There were a few points throughout the event’s TV advertising content that really struck me, and Walt’s predictions kept circling back in my mind.
TV data is hot
TV data is becoming the newest hot data commodity in the ad space. This is especially true for companies that use linear TV data combined with better audience-based data to buy ads – not just for TV but for all channels and platforms. The automation of data usage for analytics and targeting required for advanced TV advertising will bring TV into the cross-channel digital world and align the powerful reach of TV with the speed and precision the digital channels (mobile, display, OTT, digital out of home, etc.) bring to the table. This will enable a complete view of the consumer across all touch-points.
Further to that point: advanced TV advertising will allow for better control and campaign management, and the ability to be measured truthfully and holistically with the addition of TV data. There’s still a lot of work to be done as mixing and modeling disparate data sets present their own challenges, but now that we have the innovation available, we just need to combine the pieces as a collective industry. In five years, if we’re able to work together, I believe the shift towards being truly data-agnostic, in a way that stringently respects consumer privacy, can be a reality.
Smart TVs get smarter
Speaking of innovation, a second prediction that I see changing the TV ecosystem is the use of smarter technology like search and recommendation carousels and voice remotes to present content. The latter technologies are already being used, but more insights-driven advancements will offer consumers a streamlined and personal experience in their content search.
The value of search and recommendation carousels and voice remotes that can share consumer behavior with content providers, has yet to be fully tapped. But in a world where media fragmentation is the enemy, this seems to be the knight in shining armor. These kinds of behavioral insights will allow content providers to deliver the right content to the right consumer, packaged in a beautiful UI so nothing gets lost. Maybe in ten years we’ll be making shows targeted directly to certain individuals, rather than just demographics. Wouldn’t that be something?
We know that we live in a multi-screen, hyper-connected world that needs to be measured at scale and on-demand. Now is the time we start exploring how we use the technology and content we’ve created to simplify the end user’s experience for maximum efficiency.