VideoAmp partnered with Broadcasting and Cable at CES to talk to industry executives about the latest news and innovation, the future of Advanced TV, and what's needed to get there.
We spoke to Jon Steinlauf, Chief Ad Sales Officer at Discovery Inc., Lyle Schwartz, President of Investment at GroupM, Nicolle Pangis, CEO at NCC, Eric John, Deputy Director, Video Center of Excellence at IAB, Allison Metcalfe, GM LiveRamp TV at LiveRamp, and Ethan Heftman, SVP Precision & Performance Ad Sales at A+E Networks.
In the videos below, hear from these industry leaders about the state of Advanced TV, its future, and what technologies are needed to get there.
When I go to CES, I'm really interested in some of the technologies that may be in the back, away from the main Convention Center, because I'm trying to look at what technologies I could use in the future. There's a lot of technology out there. There was pattern recognition, visual recognition; those weren't necessarily seen as technologies for consumer advertising. So I'm actually looking at much more of the upstarts in the back for ideas on what we can bring to the marketplace in the next several years. - Lyle Schwartz, President of Investment @ GroupM
Certainly there’s a convergence of the online and offline world, the Internet of Things. It's interesting to see all the new technologies out there, where you can marry data convergence with the Internet of Things: the watches, the refrigerators, the cars, you know, what isn't there? It's not just about televisions, although those are a big part. All of the new gadgets out are really interesting to see. - Nicolle Pangis, CEO @ NCC
The autonomous vehicle universe. We'll see how that plays out as a media environment. But it’ll be really interesting to see as more transportation takes place in the context of self-driving, what that means for media consumption. - Eric John, Deputy Director, Video Center of Excellence @ IAB
Connected televisions. I'm very excited to move to a point where I can put a television in my house and and stream what I want without having to use all sorts of dongles to plug in. I think my kids are certainly excited for that, and as the resident IT expert in my house I'm excited for that as well. - Ethan Heftman, SVP Precision & Performance Ad Sales @ A+E Networks.
The consensus is yes. In fact, distinguishing traditional linear television from digital video may no longer be necessary. Lyle Schwartz speaks to this new way of thinking below:
Ethan Heftman agrees, speaking to the way brands are thinking:
"From an advertiser perspective [and] from a brand perspective they absolutely are converging. Brands aren't really that concerned anymore with what each individual medium is doing for them in and of themselves. They're concerned about what it's doing for them in terms of their larger marketing goals".
Jon Steinlauf of Discovery Networks notes there are specific challenges preventing marketers today from planning, targeting, and measuring in a truly holistic manner. The reality is harder to achieve than the ideal.
"It's somewhat possible now but it's early days of actually connecting. One of the hardest parts of it is if you're a big advertiser and you're running on 40 or 50 channels you might have ten spots running within a half-hour. And then you might look at web search in the next half hour and how do you know which of the ten spots [drove web search]? Context has a lot to do with it. Not every ad is going to perform the same based upon its Nielsen ratings".
Eric John explains the cautious optimism in the industry that exists between current and traditional hangups vs. where the industry ultimately wants and needs to be:
Steinlauf sees value in technologies like ACR as a stepping stone toward solving some of the industry's most notable challenges.
Ethan Heftman discusses how A&E Networks is applying ACR data to drive value today:
There's the exploration and experimentation with new audience currencies, for one.
"There's certainly a friction. The days of advertisers targeting against advanced demographics and advanced outcomes, and the industry only being able to correlate that to broad age/gender demographics, that's obviously untenable for the future. Any kind of currency that allows us to trade on a metric that's closer to the business outcomes and to the cross-platform planning advertisers are trying to do...that's only a good thing," Heftman explains.
Allison Metcalf at LiveRamp offers some immediate solutions available to marketers today: