Moving from TV advertising to digital can be challenging for many advertisers. Now, Videology has released its latest 2017 TV & Video Outlook report that takes a closer look at the convergence between TV and video advertising. Based on interviews with digital media experts and tech providers the report covers the UK market.
In addition, Videology has launched a report specifically for the US market.
Here, we feature some of the top interview excerpts from the report that highlight the opportunities and challenges within mobile advertising in relation to television.
Robert Bradley, VP, Digital Commercial Strategy & Revenue at CNN International explains that TV is still a manual means of sharing ads.
“The efficiencies of programmatic from a transactional point of view will be welcomed. What is really interesting is the ability to offer a single buying point across TV, across desktop, across mobile. What this will do is allow marketers to get a holistic view of all platforms when it comes to their media buying, which in turn will empower them with insights as to what is working and what is not and help them ultimately deliver a better campaign.”
For Martin Bromfield, VP, Advertising EMEA at comScore Inc., the focus is clearly on mobile in 2017.
“We know from comScore statistics in the UK that 61% of time spent online is mobile and this is growing. Yet when you look at ad spend it is just 25% of budgets. There is a huge discrepancy and what you will see in 2017 is the gap closing. Audiences are scaling on mobile. Publishers are creating more and more bite-sized chunks of content that people can consume on the go. Location-based technologies are advancing so advertisers can target consumers in buying environments. All these trends as well as access to Wi-Fi and 4G will enable advertisers to serve video ads in a way that doesn’t impact the user experience.”
Maria Mandel Dunsche, VP and Head of Marketing at AT&T AdWorks, also highlights the transition to mobile and more importantly cross-device usage, involving TV, display and mobile. However, with digital video still in its infancy, and programmatic non-existing for TV, things are complicated.
“That is starting to change, with offerings like our own with Videology. And we believe that as more people get on board with data-driven TV buying, the whole landscape will start to change very rapidly. Mobile is an interesting one, most of all because mobile video usage is higher than current ad spend in mobile video. This could be a huge opportunity over the next few years.”
“Mobile is looking more and more like the medium to shift interactivity to. Mobile is location sensitive – and incorporating that into marketing can make it a lot more compelling. We’re currently seeing lots of cross-platform campaigns where TV delivers the branding part of the campaign, with follow up on mobile, driving a call to action. Whether that’s about visiting the nearest retailer, car dealership, or delivering a coupon, combining the two together can be especially effective,” she adds.
Anthony Psacharopoulos, EVP at comScore, Inc., finds that retargeting consumers when they’re shopping in-store at a competitor can be an effective strategy.
“Working with partners like Videology, marketers can leverage data from several of the mobile location data providers and explicitly target individuals that shop at a given competitor.”
In addition, he adds that cross-screen strategies are paying off.
“Starting with TV, then adding mobile, tablet and print – you see an increase in store sales as you add them all together.”