The Future of TV Advertising Global Summit
Publica was proud to sponsor The Future of TV Advertising Global Summit from Mediatel Events. Our VP, CTV Strategy Paul Gubbins spoke about Achieving Audience Objectives Using Connected TV, alongside Julie Selman from Magnite, Mara Negri from Publieurope, Andy Jones from Samsung Ads & Joanna Burton from ID5.io.
The main theme of the panel was CTV developments that are currently reshaping the TV advertising ecosystem. Here are a few highlights:
What in your opinion are some of the key areas of developments in the CTV ecosystem over the last 12 months?
Paul Gubbins, Publica VP said, “Over the last 12 months, the role of programmatic technology has become increasingly important in TV advertising and I believe it will continue to shape the ecosystem as more broadcasters, AVOD and FAST apps lean into programmatic and take advantage of the new types of data such as automatic content recognition (ACR) that is increasingly available to them.”
Andy Jones from Samsung states that “It’s an exciting time to be in the space where the old meets the new, and everyone is trying to embrace it in the best possible way, there has never been a better time to be a TV viewer!”
Can you share some sell-side insights around CTV advertisers?
There is a lot of talk in the AdTech industry about how to transition linear ad dollars to addressable TV and this is a journey many brands and their ad agencies are currently on. However, we should also be discussing how we enable different types of advertisers such as social and digital to enter TV advertising for the first time.
According to Paul Gubbins, “We are seeing streaming publishers capturing a new type of advertiser that they have never historically carried before because there was never the targeting data or technology to onboard the non-linear TV ad spends into their environments.”
What is accelerating brands to spend in CTV beyond the rise in viewers?
According to Julie Selman, "Technology is now enabling brands to take their CRM data and push it into a DMP and extend their reach into TV for the very first time. Lots of brands are now experimenting with this in CTV, especially smaller DTC (Direct to Consumer) brands that haven't been able to get their ads onto the big screen TV environment in the past due to the upfront commitments required and difficulty in targeting their customers.”
How is incremental reach measured in CTV?
Incremental reach measurement enables advertisers to assess the full impact of their TV media buy and identify opportunities for more effective reach while eliminating duplication.
Andy Jones states that, “If we want to deliver incremental reach, deterministically, it’s very simple we just need to start building up a pool of all these TVs that saw your ad and exclude them and we only serve the Ad to those TVs that have not already been exposed.”
What role is first-party data playing in CTV advertising?
Andy Jones said, “With first-party data, everything is done with the consent of the viewer, privacy is front & center.” Paul Gubbins adds, “More streaming publishers are now adopting consent management platforms (CMPs) to make sure they are compliant with the IAB Transparency and Consent Framework (TCF) and more will follow as they look to grow their programmatic demand. DSPs increasingly need to see CTV inventory with the correct privacy parameters passed so that they can target their ad buys, and as more ad dollars flow into addressable TV, privacy will shape the buying strategies of many ad agencies who are increasingly looking to target audiences in streaming environments.”
What needs to happen to facilitate more CTV ad spend?
Paul Gubbins said, “Building better ad breaks in CTV advertising is key for the advancement of addressable TV. We need to eradicate repetitive ads, loud ads, ads in the wrong language and empower streaming publishers to build ad pods that look and feel like traditional TV ad breaks. Publishers should be able to build CTV ad breaks that stream content and advertising seamlessly, and it’s starting to happen as more are adopting Server-Side Ad Insertion (SSAI) built from the ground up around TV and programmatic."
He believes that AdTech is going to be instrumental this year in creating the ad breaks that give publishers the controls they need to grow their advertising revenues and improve their viewers streaming experiences.
Watch the full panel here for more, including the top trends shaping the future of connected TV and how CTV can help achieve audience objectives.