Amy Leifer, Director of Advertising Sales, DIRECTV Advertising
For advertisers, this is the most wonderful time of the year. Upfronts and NewFronts, that is, are a lot like the holidays – a chance to reflect on what matters most with a healthy dose of excitement for the year ahead.
Amid innovation and progress in the TV industry – and amid economic challenges – the days and weeks around the two events are also a time for advertisers to reflect on how they can help marketers and brands to meaningfully advance their business.
New entrants drive fragmentation — and opportunity — as brands and advertisers work harder to create unduplicated reach. Consumers today are oversaturated with content and have more viewing choices than ever before. For example, a recent DIRECTV Advertising survey found that 70% of viewers pay for live streaming and video-on-demand services, of which they have an average of about four VOD streaming services.
Convergent advertising solutions, such as programmatic and addressable, can provide advertisers with an omnichannel approach to TV buying and help manage reach and exposure. Addressable technology enables precise audience targeting, the ability to better manage reach and control frequency, and can even be used as a unifying technology in linear and streaming campaigns.
Prioritizing performance-based offers gives brands better insight into ad spend
Now more than ever, brands and advertisers are leveraging solutions that have the biggest impact on their business KPIs. In times of uncertainty, maintaining a marketing presence and prioritizing effective media channels can make or break a brand’s success once the dust settles.
Brands and advertisers get the most out of their campaigns by prioritizing efficient spending and investing in solutions that reach the intended audience without waste, such as addressable advertising. By prioritizing the relevance of their advertising and adapting creative messaging to align with current consumer behavior, brands can better measure the impact of their investments and gain long-term traction.
TV advertisers need measurement solutions that capture audience behavior
The TV advertising industry is going through seismic changes, with measurement being a major challenge. With Nielsen rolling out Nielsen ONE, along with new alternatives like Comscore, iSpot, and VideoAmp in the spotlight, there’s never been more opportunity — or more confusion — about which metrics providers to prioritize.
In 2023, advertisers and publishers must test and learn, remaining flexible as the measurement ecosystem matures. As the industry evolves, now is a great time for buyers and sellers to work closely together to ensure measurement and currencies reflect ever-changing consumer behaviors.
Marketers Balance Contextual Ads and Audience Targeting to Meet Changing Privacy Regulations
As more states implement new privacy regulations and third-party cookies and device IDs are slowly deprecated, advertisers know the impact will be significant. To prepare, they are already refining their new strategies on first-party data and flexible contextual solutions.
Brands and advertisers can navigate this new world by finding the right balance between contextual and audience-targeted solutions and working with partners who can leverage compliant first-party audience data and contextual signals. confidentiality for targeting. They can also use tools like data cleanrooms to securely match first-party data without sharing personally identifiable information, which provides critical value in a cookie-free future.
With the growth of content and services, viewers aren’t necessarily lagging behind. Instead, they stack cords to get the content they want when they want to watch it. For marketers to maximize potential reach in today’s environment, brands need to think about premium TV content holistically and buy convergent solutions.
For example, last year DIRECTV partnered with Yahoo to make linear and addressable inventory available in Yahoo DSP to provide marketers with seamless access to linear and CTV inventory. DIRECTV has also worked with Magnite to extend programmatic automation to its STB VOD (Set-Top Box Video On Demand) inventory. With traditional access to television and digital video, marketers can reach the widest audience and set themselves up for success in an increasingly fragmented landscape.
As consumers switch seamlessly between traditional and streaming, marketers need to follow suit and remember that it’s all televised.
Sponsored by DIRECTV Advertising