How are consumer interests and intentions changing and how can this impact how advertisers and marketers plan their overall media mix? Jason Brown, Addressable Advertising Manager for WarnerMedia Ad Sales shares some trends in this chat with MarTech Series:
Welcome to this chat from the MarTech Jason series, tell us about your journey through the years and your role at WarnerMedia…
My career at AT&T really started with the acquisition of DIRECTV in 2015, when I led national ad sales for the company. This ultimately led me to take on the role of CRO at advanced advertising company Xandr, where I had the privilege of leading a team that transformed a largely legacy television sales model into an audience-driven approach. , linear and digital. I joined WarnerMedia Ad Sales in September 2020, through the integration of Xandr Media, focusing on bringing the best of addressable TV technology to the holding company and planning for leads spanning the WarnerMedia portfolio and the DIRECTV inventory (and now DIRECTV Stream, too). If I could sum up the addressing business in my time at DIRECTV / WarnerMedia, it’s that the openness of addressability has widened.
We have moved from serving primarily linear channels to digital and OTT channels, and my goal is to show the benefits of this to our buyers and help them access our growing pool of addressable impressions. You are starting to see this separation of the wheat from the chaff, with the growth and interest in CTV. Buyers want to know where they’re going to be performing and have access to unique insights, as well as premium content and data insights that prove attribution. Our unique advantage is that we have this access to premium linear and OTT content, overlaid on identity, with the ability to fuel accurate and audience-based purchases.
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New innovations in data and analytics are changing the way advertisers and marketers plan their TV advertising campaigns. Can you share some thoughts and trends in today’s TV advertising market and how the industry is slowly moving towards a data driven approach?
We’ve seen the agency community invest heavily over the past few years to acquire data companies and develop identity-based offerings, and use their segments to activate on all types of inventory, including TV. . We are motivated and encouraged by this trend because we also have this differentiated and first-party information, and are working with these agencies and planning tools, to connect their audiences and segments to our inventory to move the business forward. from inherited age and gender to an audience-oriented approach.
How do you see the TV commercial viewing experience and the TV advertising industry evolving (from the user’s point of view) in today’s data and technology driven market?
One trend that streaming has brought is a reset of what the consumer will tolerate in terms of the ad load and relevance of those ads.
WarnerMedia Ad Sales recently posted a report on Intentionalism explore how consumer interests and intentions evolve, especially in the age of streaming and endless content options. As expectations of brands change, we found that 65% of consumers surveyed think of a brand more favorably when they provide fewer commercial interruptions during the content they are watching.
With limited commercial loads, you begin to better understand ad tolerance, the right relationship between content and ads, and the right balance before you start to see consumer attention attrition. For businesses that have invested in technology to enable precise targeting, they are able to deliver relevant ads to the right homes, devices, and audiences, and they get a better customer experience, and sometimes, even less ads when frequency is managed efficiently.
What are the main concerns that marketers / advertisers face when it comes to running addressable TV campaigns seamlessly?
In television, there are legacy planning and purchasing systems, which can make it difficult to change. It’s also much harder to control the frequency against the same viewer than ever before due to fragmentation.
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How has addressable television changed the most over the years?
Addressable was born out of a need to reach less than 35% of the American population for a specific product or service, and to reduce waste. But it has evolved because its secondary use is really important. In a world of fragmentation, it is very difficult to reach and extend reach even outside of a large demographic. You can use addressing technology to increase range against light viewers or households and non-exposed devices. It’s an underused solution and tactic, and an insurance policy because it works every time and really helps improve reach and frequency.
Some thoughts on why marketers today can and should take advantage of advanced television as part of their traditional and digital marketing mix?
Buyers are looking for ways to get unique distribution to their desired target audience. Putting all of your eggs in one basket or channel doesn’t generate enough reach against an audience target, especially due to fragmentation. If, for example, you want to reach someone who is in the market for a vehicle, you really need to look at multiple inventory sources and distribution opportunities to connect with that customer along a non-linear journey. I think most consumers will eventually have a basic package, whether it’s a linear or live streaming service like DIRECTV STREAM, where you can access all of your favorite content from one. platform, including news, sports, or your favorite show on HBO Max. And then you’ll have your subscription video-on-demand platforms, and you’ll see a desire and need for marketers to really connect and unify their audience’s view across multiple channels. It is in this reality that audience-based buying truly benefits marketers, helping them gain a holistic view of their target audience, regardless of screen.
Some final thoughts and points to remember before concluding?
I’m very optimistic about the identity and benefit of first party data, and I believe those who have this direct connection to consumers will be the ones who thrive in this world by creating more relevant advertising with better frequency limits, and we have that against linear and digital and OTT.
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