Brands in digital TV have a tendency to overcomplicate things for advertisers. They feel the need to use certain technologies just because they are available, according to Patrick Darcy, CEO at Cadreon.
He said, “an advance in technology — certainly programmatic, data or addressability — because there’s changes in technology, it feels like we’ve got to race to get it all used on a client.”
Darcy explained that when things are overcomplicated, companies can lose sight of the actual marketing strategy for an advertiser, and who they are trying to reach.
“It’s about peeling back what we do and how we use technology or data, versus necessarily trying to make it co-exist and integrate,” he said.
With a demand-side platform, there are various dials and toggles within the platform to do niche targeting. But that only works well when you’re targeting one person on your mobile device, according to Krish Raja, Director Product and Platform strategy at Amobee.
“Television isn’t really a one-to-one medium. It’s a shared experience, it’ a mass medium. One of the dangers of moving TV into the programmatic world is that marketers get over-awed by the possibilities of really granular one-to-one personalisation.”
He said it is important to treat television as television. “Data will be useful for insights such as knowing who the audience is and what they want, and also for measurement — where they went afterwards. But I don’t think we should be looking at TV as this one-to-one personalisation model just yet.”
The benefits of digital
One of the benefits of video and digital is real-time optimisation, said Antonia Farquhar, Head of Media, Content and Data at Nestlé.
Companies have the ability to learn quickly, change things, and move as fast as possible. “I feel like with linear TV we are definitely not there. That’s a big advantage for us to learn more about our targets and what they are consuming, the type of content we are putting out there, what creative is resonating better than others.
“We do a lot of measurement in the space across all channels, so we are learning and maturing and tweaking in the right direction everyday.”
Darcy said digital TV is not that complicated when you look at it from a content perspective. “What is the content that you think is going to attract your audience as an advertiser, and have them really engaged? Then, how do you get access to it?
“Is it only available through broadcast TV — you need to buy it there? Probably not these days. There’s every chance the internet delivers that content somewhere. And if it does, you should be there as well.”
About this author
Athina Mallis is the editor of the Which-50 Digital Intelligence Unit of which Amobee is a corporate member. Members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.