The digital era is giving TV measurement a new life

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L-R: Max Rivera, Shawn Tan

The advertising industry is due for another significant innovation, led by shifts in consumer behaviour and marketers demanding unified strategies across TV and digital.

With linear TV spend shifting to BVOD and CTV and growing exponentially, TV is getting a new life in this digital era.

Amobee solutions manager Shawn Tan and analytics manager Max Rivera are optimistic linear and digital channels will eventually speak the same language, built on what works best on each platform, as well as new metrics that go beyond impressions, reach and frequency.

“The current ad landscape is flawed. Oversaturation and over-targeting are leading to ineffective advertising which can result in negative brand perception," Rivera says.

"Not only are consumers more savvy when it comes to opting out, but they’re also getting better at ignoring ads on a page which diminishes the effectiveness of industry metrics such as viewability."

“It’s great that we as an industry are opening up more conversations about identity and measurement. While these changes are uncomfortable for most, I firmly believe it will lead to a better ad experience for both consumers and media buyers,” says Tan.

Marketers today are data-rich, but information poor
Today’s marketers have access to thousands of data points at any given time, however, most also lack timely, relevant data to make strategic decisions.

“The advertising industry has always been at the forefront of data collection, but without proper regulations and consumer protection in place could lead to misuse of information and further public distrust,” says Tan.

However, Tan acknowledges that while users are concerned about their privacy, they still expect to see relevant ads.

“While everyone knows data can help inform better strategies and overall user experience – from simply knowing where ads were seen to who saw it and where – there’s still a big disconnect between information and experience,” adds Rivera.

No cookie, no problem
Both Tan and Rivera agree that with changes around cookies and tracking, advertisers will need to be innovative with their approach and more critical around the quality of the data and the source.

The deprecation of third-party cookies is also opening up new and better ways to drive effective advertising, including surfacing ‘old-but-new-again’ solutions like contextual targeting.

“At the most basic level, contextual targeting is just based on keywords. However, thanks to advanced AI technology, today’s contextual advertising is smarter, goes beyond keywords and taps into real-time trends, topics and conversations captivating audiences,” says Rivera.

Amobee’s contextual targeting solution also extends to CTV, which provides advertisers with greater scale in an increasingly cookieless world.

Understandably, some advertisers are waiting for that one gold standard to replace cookies, but realistically this will consist of a slew of future-proofed solutions.

The future is measurable
Traditional channels like linear TV and OOH have been large revenue drivers for brands – without them being able to attribute or track direct effectiveness. Historically, it was also impossible to measure ROI in offline environments, but that’s no longer the case today.

“Eventually, advertisers will be able to measure everything, but that doesn’t mean they should, nor do they have to. Advancements in technology should make things simpler, not more complicated,” says Tan.

Tackling measurement is no small feat, but Amobee has ambitiously set out to do just that. Earlier this year, it launched True Reach Plus, a solution that enables advertisers to understand the unique reach, co-viewer reach and audience demographics of their video campaigns across both linear and digital TV.

Additionally, Amobee is also working with Playground xyz to power the world’s first real-time stack to capture, measure and optimise Attention Time to boost performance and campaign outcomes.

The world’s top brands and agencies use Amobee’s solutions for their current and future needs. For more information on how Amobee can help you unify, optimise and grow your ad campaigns, contact us at sales-anz@amobee.com.

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