The video landscape has never been more promising and at the same time challenging for media buyers and brand storytellers. It is both converging around digital data and channels while just as quickly fragmenting into countless untested media brands and their models. OTT is coming on strong as a more consumer-centric, data-driven TV platform, and yet it has spawned a range of subscription and free models, streams from legacy TV and new video oligopolies as well as a new brand every day. Video budget now can go anywhere and everywhere. Data compatibility and measurement standards have not kept up. And the creative range now spans from short form branded mini-movies to 6-second bumpers.
This is not a test. Cross-screen, data driven video advertising is proving its effectiveness and driving growth. The money is finally starting to follow the eyeballs as they dance across TV, live and on-demand OTT, VOD, desktop and mobile.
This is not a test. It is a tactic.
In the next edition of MediaPost's TV and Video Insider Summit we explore the real world tactics advanced TV advertisers are already developing for using these new targeting and screen opportunities. As these various channels mature, how do we map marketers' branding and performance goals against specific screens? What is the source and reliability of the data informing these new buying tactics? In the absence of standardized cross-screen metrics, how are advertisers measuring success? And how is the creative brief posed to change as new consumption format challenge the "spot" as we have known it.
Video is the new currency. It is the way we absorb media best, most often and on any available screen. For media buyers this means following the view on and beyond TV by leveraging digital data, advanced targeting and planning tools, and ad inventory both on and beyond the mother of all video – TV.
Video is the new currency. It is the way we absorb media best, most often and on any available screen. For media buyers this mean following the view on and beyond TV by leveraging digital data, advanced targeting and planning tools, and ad inventory both on and beyond the mother of all video – TV.
At the TV & Video Insider Summit we unpack the great convergence – how advertisers are migrating the engagement of TV onto every screen, and moving the data and targeting techniques of online to their TV buying.
We will explore:
Data-driven approaches to cross-screen video buying
How addressable, OTT, programmatic TV channels integrate with online video planning
Establishing common metrics across TV and video
Finding the data that matters in tracking and targeting viewers across screens
Synchronizing storytelling across TV, online, mobile
Digital data, automation, addressability, granular segmentation – all are poised to change TV planning and buying as we know it. But when…and how…and how much? At the second Mediapost TV Insider Summit we move the discussion of advanced TV forward to explore how the digital disruption of this largest of media channels will be both like and unlike the disruptions that preceded it. Marketers and senior agency executives will share learnings and results from early campaigns to illustrate what is possible now across linear, programmatic, addressable and OTT platforms. And industry leaders will lean forward to discuss how these new data-infused and increasingly automated systems can evolve differently, perhaps better, than they have online and one mobile. The road to TV 2.0 is going to be long and winding, but it will be paved by all the stakeholders working to build a more effective, efficient, accountable TV economy. At the second TV Insider Summit we try to draw a map.
The great wave of data—driven, highly targeted, programmatic buying of audiences that has defined digital advertising in recent years is poised to redefine and redirect the mother lode of all advertising budgets – TV. At MediaPost's first TV Insider Summit we clarify what the future will look like for what we used to call "TV." There has already emerged a complicated and diverse set of disciplines to manage the transition: “data-infused” segmentation leverages digital profiles to parse and hyper-target TV buys; addressable platforms can send specific ads to individual households during local avails; programmatic platforms automate the process of targeting ads towards specific TV inventory in real time.
At our inaugural TV Insider Summit we will tease out the differences among these approaches – how they work, complement or challenge incumbent methods of TV buying and selling. But most importantly, the TV Insider Summit will position leaders in the field to understand and influence the ways in which emerging technologies and techniques will redefine their field.