This Tuesday, advertising and media insiders will descend upon New Paltz, New York, where Associate Partner and Director of Digital Strategy, Nick Cavet will moderate a panel around TV measurement tactics. The discussion, titled “The Numbers Game: Measuring TV 2.0“, will examine the current and future state of TV measurement, as part of MediaPost’s TV Insider Summit.
In anticipation of the event, we asked Nick to share his thoughts on key insights from the future of programmatic television media planning and buying.
1. Brands try on a new “owned” channel in the form of connected TV apps
With the latest releases of Apple TV, Google Chromecast and Fire TV, brands have both a challenge and opportunity to engage consumers in their living room through branded apps. In fact, you can already see brands with strong synergies to TV consumption (i.e. live sports putting out connected TV apps). This gives consumers more convenience, while simultaneously giving brands the opportunity to measure the impact of their TV advertising, impacting sales.
I think the clearest example is the new Papa John’s Apple TV app. Between their linear television media buying, NFL sponsorships and now Apple TV app, Papa John’s has the opportunity to box out competing brands at all stages of the funnel and gain a much clearer insight into how consumers move through the marketing funnel to transaction.
2. Broadcast networks join forces to develop programmatic TV standards
Back in 2006, when it became clear to linear TV networks that online video consumption was rapidly increasing as a result of faster and cheaper broadband access, the TV networks took the unprecedented step of joining forces to form Hulu. And, over the last ten years Hulu has attracted 2,000 advertisers to reach it’s 30MM users. Now there’s a potential for measurable interactive TV commercials and proven advertiser demand for programmatic buying capability, meaning networks will once again need to join forces in order to take advantage of the 200% anticipated growth in programmatic TV buying over the coming years. As YouTube and Facebook continue to grow in popularity for what was once considered “Above The Line” brand dollars, networks will be compelled to work together.
3. The Platinum Era of television is on the horizon
In the last few years, Netflix and HBO have successfully attracted Oscar-worthy talent both behind and in front of cameras, getting a new generation to fall in love with TV all over again. So, if content is firing on all cylinders, then what’s next for consumers?
Fiber-optic in the home, led by companies like Google and Verizon with speeds in excess of 1000MB/sec, gives Hollywood an opportunity to completely re-invent what in-home entertainment means. In-home entertainment will be more interactive and it will be more immersive—and the opportunities are limitless for brands.
Console gaming, virtual reality, social networking, connected devices, the Internet of Things—the idea of what TV is and what it means to advertise in-home is being redefined as all of these technologies converge in the living room. Brands need to stay informed on the trends on the ever-changing TV playing field, preparing to advertise to a new generation from a new perspective. Those brands that successfully do so will thrive in the new age of programmatic, and set the bar for what will come later.
Nick Cavet leads digital strategy for VSA Partners, working with clients such as Beam Suntory, Nike and Marvin Windows and Doors. Prior to joining VSA, Nick was a digital strategist at 360i and VML in New York. He has led digital strategy for Vanguard, Schering Plough, Starz Media, Kool-Aid, Crystal Light, Kraft Cheese, Mattel, Columbia University and Rutgers University.