Head of Display, James Bourner took part in a panel at the TV of Tomorrow Conference (TVOT) at the end of June. Participating in the rest of the event as a spectator he shared his top ways TV and display advertising can learn from one another with Brand Republic’s Wall Blog.
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TV networks, marketers and digital specialists flocked to San Francisco for this renowned industry event, James noted:
“The general air was one of excitement and optimism about how a new, data-rich and extremely addressable landscape is emerging and what that means for advertisers, platforms, viewers and the revenues of programmers and networks, as well as the advertising ecosystem that surrounds it.”
Data and addressability were focal points of the day, with contributions from creatives and social media gurus around campaigns.
Key points the event highlighted for the future of TV advertising for me were:
1.) We need to avoid and / or cope with the fragmentation that the digital landscape suffers from
2.) The quality of programming needs to be maintained as ad revenue becomes shared across more players
The panel I was on was asked “what can TV learn from online and online from TV?” which drew out comparisons of the two very different marketing mediums, I concluded that:
3.) TV should not be start to be based on cost per click and post-click cost per acquisition targets like rich digital media
The need to reach tough direct response targets, in poorly managed instances, can result in less focus on targeting and a ‘spray and pray’ mentality driving down inventory prices putting pressure on publishers to absorb costs of placement. TV needn’t go through this pain like we have.
4.) TV can use data to draw powerful conclusions
For example, an A&E TV network creative studies proving that if TV adverts are aired next to shows with the same tone of voice (i.e. energetic adverts during action programmes) they convert
“Imagine the power of that when overlaid with contextual and audience targeting that we already do in the programmatic space.”
James concludes that by joining up and sharing experiences, TV and online media can work toward more connected campaigns, improved targeting across the board and creating a hot bed of new ideas (partly) based on data.
To learn more about how Jellyfish effectively target Display campaigns click here.