The TV industry is undergoing a massive, exciting revolution, and there’s no end in sight. That’s why we gathered some of our favorite industry leaders from Effectv, Samsung Ads, Marketing Architects, NBCU and TVSquared to talk about what advertisers need to think about in the new TV era. The video series is available on-demand, but here’s a quick look at what was discussed:
Performance in the New TV Era
Andrea Zapata, Effectv’s VP of Data Innovation & Insights, discussed that while the move toward impressions was an important step forward, it’s only a piece of the attribution puzzle. Performance (the actions viewers take after seeing an ad) is a critical component to understand and then optimize TV’s true impact.
The Data Wake-Up Call
Jo Kinsella, TVSquared’s President, talked about why 2020 will be the “year of the platform” and how advertisers will focus less on acquiring data and more on generating actionable insights with the data they already have.
Maximizing Immediate + Long-Term Impact
Dan Cleveland, Marketing Architects’ VP of Analytics, shared ways advertisers can get performance AND brand awareness with TV. Buying into the belief that performance comes at the expense of brand building (or vice versa) is antiquated – advertisers can have both.
TV & the Summer Olympics
For the upcoming Tokyo Olympics Games, NBCU has seen more than 50% of inventory bought by first-time advertisers. Bruce Kallner, NBCU’s SVP of Strategic Sales & Marketing, explained how this demonstrates the resilient power of live TV events.
U.S. Political TV Ad Trends
Dan Sinagoga, Effectv’s VP of Political Advertising, discussed how TV remains the dominant medium for political advertisers, including candidates, super PACs and associations. For this election cycle, political advertisers are looking at performance, diverse video mixes and target-ability in a completely different way.
Convergence of Linear & Advanced TV
Justin Evans, Samsung Ads’ Global Head of Analytics & Insights, talked about how 2020 will be “a watershed year” in the convergence of linear and CTV, the misconceptions that exist around digital TV advertising and how cross-platform, multi-touch attribution is closer than we think.