This upfronts season, advertisers are leaning on convergent solutions to reach fragmented audiences
Amy Leifer, Chief Advertising Sales Officer, DIRECTV Advertising
For advertisers, it’s the most wonderful time of the year. Upfronts and NewFronts, that is, are much like the holidays — a chance to reflect on what matters most with a solid dose of excitement for the year ahead.
Amid the innovation and progress in the TV industry — and amid economic challenges — the days and weeks around both events are also an opportunity for advertisers to consider how they can help marketers and brands drive their business forward in a meaningful way.
New entrants are leading to fragmentation — and opportunities — as brands and advertisers work harder to build unduplicated reach. Today’s consumers are oversaturated with content and have more viewing choices than ever. For example, a recent survey from DIRECTV Advertising found that 70% of viewers pay for both live and video-on-demand streaming services, of which they have roughly four VOD streaming services on average.
Convergent advertising solutions, like programmatic and addressable, can provide advertisers with an omnichannel approach to TV buying and help manage reach and exposure. Addressable technology allows for precision audience targeting, the ability to better manage reach and control frequency, and can even be used as a unifying technology across linear and streaming campaigns.
Prioritizing performance-based offerings gives brands better insight into ad investments
Now more than ever, brands and advertisers are leveraging solutions that make the most significant impact against their business KPIs. In uncertain times, maintaining a marketing presence and prioritizing efficient media channels can make or break a brand’s success when the dust settles.
Brands and advertisers are making the most of their campaigns by prioritizing efficient spending and investing in solutions that help reach the intended audience without waste, such as addressable advertising. By prioritizing relevance in their advertising and adapting creative messaging to align with how consumers behave today, brands can better measure the impact of their investments and come out on top in the long run.
TV advertisers need measurement solutions that capture audience behavior
The TV advertising industry is witnessing seismic changes, with measurement as a leading challenge. With Nielsen rolling out Nielsen ONE, plus new alternatives like Comscore, iSpot and VideoAmp taking center stage, there has never been more opportunity — or more confusion — about what measurement vendors to prioritize.
In 2023, advertisers and publishers need to test and learn, staying flexible as the measurement ecosystem matures. As the industry evolves, it’s an ideal time for the buy-side and sell-side to work closely together to ensure that measurement and currencies reflect the ever-changing consumer behaviors.
Marketers are balancing contextual ads and audience targeting to address changing privacy regulations
As more states implement new privacy regulations and third-party cookies and device IDs are slowly depreciated, advertisers know the impact will be significant. To prepare, they are already honing their new strategies on first-party data and flexible contextual solutions.
Brands and advertisers can navigate this new world by finding the right balance of contextual and audience-targeted solutions and working …read more
Source:: Digiday
