We recently released our ‘2017 UK TV and Video Outlook’ featuring interviews with technology and agency leaders from the advertising industry. Below’s excerpt from the report features a Q&A with Jana Eisenstein, Managing Director EMEA at Videology.
“In 2017 we will reach the point of inflexion where the size of demand, combined with fragmentation across devices makes media owners realise that it is time to take programmatic TV really seriously.”- Jana Eisenstein.
Read Jana’s full Q&A below and download our full report here.
What do you see as the big media and advertising trends for 2017?
I see three overarching trends, starting firstly with the continued evolution of advertising technology. Technology is becoming more and more pervasive across media channels and this will continue to grow.
My second forecast for 2017 is for a fundamental change in attitudes towards programmatic TV. Over the past few years demand for programmatic TV has grown dramatically, in 2016 we also saw a major increase on the supply side. In 2017 we will reach the point of inflexion where the size of demand, combined with fragmentation across devices makes media owners realise that it is time to take programmatic TV really seriously. In 2016 we have seen the media supply side looking at possible media solutions and in 2017 these will be implemented and scaled. For big broadcasting entities such as Sky, BT, and even Virgin, 2017 will be when they launch their
addressable TV offering.
The final trend is for more transparency within the walled gardens as some players look to develop offerings alongside the walled gardens. There have already been debates around transparency and the ability of walled gardens to allow more detail to be disclosed.
What are the most notable changes you have seen in how brands think about and plan their TV and digital budgets?
Convergence is really key. Historically there has always been a separation between TV and digital and many brands have looked at them separately. Our fundamental belief is that it is all one. It is TV content delivered across multiple platforms. In the UK, for example, you have 60% of the viewing time spent viewing linear and the rest is across digital devices, which is pretty significant.
In order to be successful, brands ought to move away from silo-solutions that only solve part of the equation. They need to better understand where, how and on what device their audience is viewing TV content and what messaging is appropriate in each case. Approaching advertising in a holistic way is what will ensure a huge success for any brand or marketer.
As the market embraces programmatic TV, how do you see programmatic TV benefiting advertisers?
There are two areas in which programmatic TV is really beneficial. The first step will be to provide the automation and the tools to make it more manageable for both sides involved in the transaction.
The second part of programmatic TV is all about the data and accountability. This will enable understanding of the advertising that you have running across all these platforms. Fragmentation poses a big challenge but thanks to programmatic TV and its technology application we are able to use data, to understand the type of person that we are targeting across all these fragmented devices and do so in a holistic manner.
Will viewability, fraud and independent measurement continue to be key issues within the digital media space?
To me viewability, fraud and independent measurement are almost hygiene factors. They are a must-have if you are going to participate in the video advertising world. In some markets like the US, viewability is actually a buying metric so that is going to continue to be important. Regarding nonhuman traffic, it is absolutely critical that we are on our guard. It’s a very competitive and lucrative environment that will always be subject to fraud, so all of us in the industry have a duty to manage against it.