Jun 25, 2019
By Nicole Bitette
How publishers and media buyers are adapting to consumer shifts.
Television will change more in the next five years than it has in the past 50.
That was an oft-repeated sentiment during the Programmatic TV Summit in New York City on Monday, where a number of experts from big publishers like Viacom, Fox, NBC Universal, Hulu, WarnerMedia, A+E, and Discovery, joined members of tech companies and agencies to discuss how they’re reaching consumers across devices and what they’re doing to make the process more buyer-friendly.
“Viewers are changing how they consume and discover content, and with that, marketers are really having to be smarter with the data they have, with the agency partners that they have, and the reach and attribution companies they decide to partner with,” said Jim Keller, VP of advertising sales for Hulu. Marketers, he said, “really have to create custom opportunities—whether or not they’re data-led, solution-led, or marketing-led—around the content [that] viewers are enamored to have."
During the day’s panels, Viacom’s Amarachi Miller discussed how the company’s OpenAP consortium is creating more streamlined opportunities for buyers across some of the biggest publishers, while agencies like HudsonMX shared how they are getting new direct-to-consumer brands to better understand the TV advertising landscape as they make the transition from digital.
Here are some of the main takeaways from the summit:
"If you think of OpenAP as the storefront of the future ... looking at 2.0 and all the ways to integrate within the broader ecosystem, it’s already going to be bigger."
VP of Product Management and Data Science at Viacom