VOD, AVOD, BVOD, SVOD, good old linear. It’s all converging. Let’s just call it TV — here are five trends that will make it happen, courtesy of measurement platform TVSquared.
Let’s be clear from the outset: TVSquared has a vested interest in promoting cross-platform TV measurement.
CHARTING THE GLOBAL MARKETPLACE:
Big content spends, tapping emerging markets, and automated versioning: these are just a few of the strategies OTT companies are turning to in the fight for dominance in the global marketplace. Stay on top of the business trends and learn about the challenges streamers face with these hand-curated articles from the NAB Amplify archives:
- How To Secure the Next Billion+ Subscribers
- Think Globally: SVOD Success Means More Content, Foreign Content and Automated Versioning
- How Does OTT Gain Global Reach? Here’s Where to Start.
- Governments Draw Battlelines To Curb the US Domination of SVOD
- Streaming Content: I Do Not Think You Know What That Word Means
However, its observation that advertising is no longer about investing during a certain time/daypart or in a certain show just because of ratings or its perceived popularity can’t be faulted. Instead, it’s about reaching and engaging with the total TV audience — regardless of when, where or how they watch TV.
“A ‘set it and forget it’ TV buying strategy has already proven unsustainable in such a dynamic, cross-platform TV universe,” says Marlessa Stivala, senior manager of content marketing at TVSquared. “In 2022 it needs to be left behind entirely. Advertisers continually measuring and optimizing, including mid-campaign, is now a must.”
“While these changes are taking shape now, they will become table stakes in 2022. It’s simple; these always-on measurement and attribution capabilities are critical to providing advertisers with advanced consumer insights, which allow them to sell more products and, in turn, invest more in converged TV.”
— Marlessa Stivala, TVSquared
The ideal “media mix” for brands in terms of identifying ideal platforms and audiences remains an experiment, and that’s a good thing. “Striking this balance will allow them to target broader audiences as well as more hyper-targeted segments,” Stivala says.
Legacy measurement and currencies have held back the industry for too long, TVSquared argues. The connected TV ecosystem has evolved to the point “where it requires new, future-proofed approaches.” So, in 2022, multiple currencies will be the reality, powered by cross-industry collaboration to find consistent ways to count and ascribe value for all forms of TV.
CONNECTING WITH CONNECTED TV:
Currently one of the fastest-growing channels in advertising, Connected TV apps such as Roku, Amazon Fire Stick and Apple TV offer a highly effective way for brands to reach their target audience. Learn the basics and stay on top of the biggest trends in CTV with fresh insights hand-picked from the NAB Amplify archives:
- The Ever-Changing Scenery of the CTV Landscape
- TV is Not Dead. It’s Just Becoming Something Else.
- Converged TV Requires a Converged Ad Response
- Connected TV and the Consumer
- Connected TV Opens Up a Million Ad Possibilities
While there have been initial steps toward this, the new year will bring about a greater, industry-wide effort to clearly define measurable units (such as households, devices, various types of data sources, etc.), the tech provider believes. Meanwhile, advertisers have increasingly been armed with real-time, cross-platform insights (including reach and frequency, incremental reach and outcomes).
“While these changes are taking shape now, they will become table stakes in 2022. It’s simple; these always-on measurement and attribution capabilities are critical to providing advertisers with advanced consumer insights, which allow them to sell more products and, in turn, invest more in converged TV.”