Mar 26, 2019
The state of the industry according to executives at New York’s Advanced Advertising Summit.
At Monday’s 2019 Advanced Advertising Summit in New York City, the consensus was clear: advanced advertising will disrupt the traditional television ad business. It offers marketers and advertisers better audience targeting and more efficient spend.
When it came to how to solve some of the hurdles that stand in the way of large-scale adoption of addressable advertising, however, the answers were less clear-cut. The summit’s panelists and speakers discussed how to get the industry's infrastructure and workforce ready and how to get to a point where providers standardize campaign data.
The future, it seems, will be informed by cooperation. As Kelly Abcarian, general manager of advanced video advertising at Nielsen explained in a keynote address, the industry’s leaders will “all need to work together to overcome” the more pressing challenges and limitations.
Thanks to the rising number of U.S. households that can be served addressable TV ads, many panelists focused on simplifying the advanced advertising process so it’s easier to invest, track, and manage the flow of ad dollars for everyone involved—buyers, sellers, tech partners, and agencies alike. To summarize the event, here are five big takeaways from the day’s insights.
"The biggest challenge in addressable TV specifically, is that there is no one-stop shopping,"
Co-Chief Investment Officer at Horizon Media
“The biggest challenge in addressable TV specifically, is that there is no one-stop shopping,” David Campanelli, co-chief investment officer at Horizon Media, explained in a panel discussion on data and technology.
Currently, advertisers tend to execute campaigns across a few providers, and post-campaign data isn’t unified, meaning it’s impossible for marketers to compare the effectiveness of their campaigns performance across multiple platforms. Standardized reporting makes for more unified targeting and measurement because marketers are getting the full picture instead of bits and pieces.
“OpenAP and CFlight are a step in the right direction toward everyone playing together,” Steuer noted.
"We need to make things easy for buyers to understand the value of this industry."
General Manager of Advanced Video Advertising at Nielsen
“If I'm used to buying certain ways in digital, it doesn't take long to transfer that to TV, but it does take education,” said Julian Zilberbrand, Viacom’s EVP of advanced media. “We're just waiting for more education in the market to arrive.”
Buyers, sellers, and other industry stakeholders are so used to approaching the advertising process in the same way and the technology is so new that there’s still a learning curve.
“We need to make things easy for buyers to understand the value of this industry,” Nielsen’s Abcarian added in her keynote. In some cases, that may require more meetings dedicated to discussing what addressable is, how it works, and how it’s reshaping the marketplace.