Connected TV provides the promise of a platform that can deliver on both long- and short-term marketing goals concurrently, where you can tell brand stories in a different way. Advertisers can extend traditional TV campaigns with curated Smart TV advertising content that encourages activity and engagement. SEAT and PHD in Germany have demonstrated what is possible, using lean-in experiences to build brand equity as well as drive activation. Brands should consider ways to engage TV audiences that complement, and reach beyond, the traditional 30 second spot.
For consumers, the age of Covid-19 means less physical interaction and so an increased reliance on screens, which means brands should dial-up their digital video activity. But as they extend their presence across the videoscape, and more inventory appears, they need multi-pronged measurement to ensure budgets are used efficiently, and that includes checking whether ads are viewable, played to completion, brand safe and free from invalid traffic. We need a way for brands to avoid unwanted associations that is more nuanced than keyword blacklists, and ways to unify disparate tags and assess different environments in a more consistent way.
With over two-thirds of UK adults consuming more media than prior to the lockdown, and the majority paying more or as much attention to advertising as they did before, marketers have an opportunity to communicate key messages aligned with changing consumer trends. But they require deep insight into consumer moods, behaviours and expectations to underpin cross-platform TV campaigns.
At last, live sport is returning. Golf, snooker and football are among those that have resumed – although with strict social distancing guidelines and empty stadia, the live experience is now a very different one. This article explores the three stages of lockdown sports content evolution including unique access into player lives and the use of esports, and then looks ahead to the possible changes to football viewing experiences, which may include more of what worked over the last few months, like behind-the-scenes content. Are changed consumption habits and more interactive formats going to have a lasting impact?
For brands, going dark is not an effective strategy, with brand awareness nose-diving after only two weeks of not advertising on TV, as proven during the coronavirus lockdowns. Nonetheless, pandemic-related budget tightening will make cost optimisation a priority for marketers, so the use of data and analytics to prove the performance of ads will no longer be a nice to have –it will be a requirement to trade. Brands will need TV spend to be easily and directly attributed to ROI as standard, measuring whether ads reached the right audiences and if action was taken.
During the coronavirus pandemic, studios let the genie out of the bottle with their decision to use direct-to-home release. There may come a day when no studio dares to omit or reduce this home release option. Business model blending is now inevitable but it does not mean movie theatres will be killed – cinema and direct-to-home release will co-exist. Theatres will not go the way of Blockbuster, with its one remaining U.S. franchised store in Bend, Oregon.
This article takes a look at cross-device targeting between linear TV and digital video, showing how advertisers can reach the user efficiently in a multi-device reality. It argues that addressable TV using the HbbTV standard provides the perfect bridge between the linear and digital worlds, making broadcasters’ unique first-party TV viewing data accessible to the advertising market. The use of a household device graph that ties devices to households opens the way to holistic campaign management including cross-device ad frequency.
Whereas a remote production set-up was a ‘nice to have’ solution, now it is essential, and the foundation for remote broadcast workflows is the use of cloud infrastructure. The broadcast industry is rethinking the requirement that every member of a production team must attend the facility when working on a live show. This article considers the impact of the coronavirus lockdowns on the future of broadcast infrastructure and workflows, taking a look at disaster recovery and attitudes to self-sufficiency and collaboration, through to remote working. It advises that media companies should give their suppliers scope to meet their result expectations without being too prescriptive about the approach.
During a workshop with the European Broadcasting Union, the Danish Broadcasting Corporation and Media Distillery presented the results of a proof-of-concept on Binge Markers: the technology that automatically detects the end credits in video playback, which binge-viewers can use to skip the end credits of a show to enable a smooth, quick transition between programmes. Here, the two companies involved discuss the preliminary results from the PoC and the current state of the technology.
Covid-19 has altered consumer behaviour and demonstrated the need for quick decisions on where audiences can be found and where advertising budget should go. Connected TV provides programmatic buying with real-time and in-depth targeting, and is more flexible than linear broadcast. However, the full potential of CTV advertising is not being realised because many marketers are not aware of its benefits, and there is a lack of clarity on what actually constitutes connected TV, with many marketers using digital video and CTV as interchangeable terms. There are also concerns about how you measure CTV’s impact as part of the full media mix. This article explores priorities if we want to make more of connected TV as an advertising channel.