Tides Are Changing In The TV/Video Landscape: Follow The Tech
By Nick Blissenbach / Media Director
One thing that isn’t divided these days is traditional and digital media. And the lines haven’t just blurred—they’ve effectively dissolved. TV is no longer only traditional cable and satellite packages; now, it’s viewed in multiple ways on every screen in the home. No matter whether someone watches ABC on their TV set, YouTube on their phone or Hulu on their computer, it’s all video to them. But has your advertising approach kept pace with this shift?
If TV/video is a significant piece of your marketing mix, you’ve probably partnered with a traditional agency to get the best placement and price. A traditional agency can bundle clients’ media budgets together, offering them the most negotiating power for upfronts—historically, a strategic advantage. But upfronts are losing influence, particularly in light of the coronavirus pandemic. Consider the TV schedules still in limbo (think: live sports or scripted TV shows), consumer behavior that could shift on a dime with another COVID outbreak and an uncertain economy. Let’s face it: no brand wants to be held to the rigid cancellation terms that come with an upfront annual buy.
So, what should you do? Follow the tech. Advances in ad technology are changing the tides in TV/video advertising. Now, there are targeted ways to reach TV/video audiences by leveraging multiple data sources and more specific ways to buy through automated software that efficiently connects sellers and buyers of traditional TV/video ad inventory. This means buying no longer requires an elongated buyer/seller negotiation process and scale can be achieved through technology, and not necessarily budget. Maximizing this sophisticated technology is the new strategic powerhouse in TV/video advertising. Here’s why:
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