Guest post by Andy Nobbs, Chief Commercial Officer at Teletrax, a Civolution company
Since their inception, the TV and video industries have relied heavily on advertising to fund innovation and programming.
More recently though, the online and mobile advertising models have threatened TV’s ad spend supremacy. The advent of Real-Time Bidding (RTB) and programmatic advertising combined with clear, immediately actionable advertising and measurement capabilities has further eroded TV ad revenues.
However, as online advertising has been experiencing fast growth, tremendous budgets are still allocated to TV due to its unique capability to generate strong emotional responses and massive reach. This has forced advertisers and agencies to rethink their marketing strategies and embrace innovative advertising technology solutions in order to thrive in this new multi-screen, TV Anytime, Anywhere environment. Specifically, programmatic advertising has helped the ad industry to better target and reach its audience.
In 2014, the industry saw programmatic taken one step further with the emergence of TV-synchronised advertising, which helps advertisers and agencies bridge the gap between TV and Digital to create holistic campaigns that are data-driven and measurable. Companies that have already integrated TV-synced advertising within their RTB arsenal include Xaxis, App Nexus, Infectious Media and Media IQ. These solutions use ad triggering technology and platforms to automatically place digital advertisements across search, banner, mobile, and social at the moment a TV commercial airs, enabling advertisers to dramatically improve their digital performance. This serves to amplify the advertiser’s message, improve brand exposure, and ultimately increase ROI on advertising spend.
With broadcasters and advertisers now working in a more collaborative manner, we expect some major trends for 2015:
- Although in its infancy, Dynamic Advertising Insertion (DAI) is starting to be rolled out by broadcasters like SKY. In live trials, it has already demonstrated measurable sales uplift and better Cost Per Impression (CPM), enabling content rights holders and operators to make their case for increased advertising budgets in TV.
- Broadcasters are getting better at capturing the audience data, which puts them in a good position to begin rolling out programmatic trading. It’s early days for real-time marketing in TV, but pioneers such as ITV and Channel4 in the UK have shown powerful concepts, so we can expect to see more trials throughout 2015.
- Engaging and interactive TV ads are already happening and broadcasters are getting bolder in devising innovative creatives. French broadcaster TF1 recently showcased some great examples of addressable advertising that were powered through real-time data feeds integrated into programming. 2015 will see this type of advertising increase in frequency and importance.
- Data is key and will continue to grow in importance. The right data, combined with insights and analytics, is pivotal in bridging TV audiences with online, amplifying both worlds.
This last trend confirms our belief that TV-synced advertising will continue to see tremendous growth in 2015 as programmatic becomes more widely adopted and advertisers/marketers look to move audiences from “offline” television viewing to online experiences and digital marketing funnels.
TV-synced advertising uses ad triggering technology and platforms to automatically place digital advertisements across search, banner, mobile, and social at the moment a TV commercial airs, providing the missing link to accelerate the move to becoming an active audience. This allows advertisers to engage with their target audiences in real-time across the most visited social media sites, mobile apps and websites and provides brands and advertisers with more creative scope through the ability to deliver cross-media multiscreen advertising, resulting in more engaging campaigns.
Still in its infancy, the technology has already shown that it can provide better Return on Investment (ROI) on social media (+60% consumer lift on Facebook, +250% on Twitter), demonstrating that there is room for growth and increased margins to be made in the short term.
2015 will see the acceleration of online videos and programmatic TV leading to more creative ad campaigns delivered to more relevant audiences on all screens at the right time, making ‘personalisation’ 2015’s most meaningful buzzword in the broadcast and ad industries.