At Variety’s recent Entertainment & Technology conference in NYC, ad experience resurfaced as a hot topic. During a panel on, “The Future of TV Advertising,” it was clear that leaders from both publishers and agencies agreed that consumers should be at the center of the ad experience. There was a consensus that more experimentation was necessary and that the dialogue around ads needs to evolve from “commercial interruption” to “commercial enhancement.”
As the concept of television continues to evolve, audiences have more options than ever when it comes to viewing premium content. While the ability to connect with consumers across screens is immensely valuable for publishers and advertisers alike, it has also become increasingly complex to insert ads anywhere content appears. Particularly, it is difficult to account for ad insertion challenges, while also honoring the business rules of a deal and delivering an optimal user experience. Several forces are at play here: (1) many endpoints have strict player requirements, (2) advertisers/agencies often have difficulty meeting these technical specifications, and (3) premium publishers struggle to fill inventory requirements for multiple endpoints in a way that maximizes sell-through. These factors are costing buyers and sellers numerous ad dollars from missed revenue opportunities.
Have you scrolled through Twitter, read your favorite industry trade, or dug into your morning news check recently? Then you know the digital ecosystem has become increasingly challenging for brands to navigate. We see advertiser after advertiser making tough choices to ensure their brand messages are appearing where they should – environments that are fit for their blue-chip brands. It’s a great reminder that, now more than ever, quality matters, and premium video represents a beacon of light that brands can rely on to safely find the audiences they are after.
In early March, I was fortunate to attend AdMonsters’ Publisher Forum in Palm Springs, CA—an event tailored to senior leaders in ad operations and technology featuring in-depth peer-to-peer discussions that drive actionable results and industry best practices. In addition to being able to escape the frigid New York weather for a couple of days, I had the opportunity to speak to these industry leaders about something that we think about a lot at FreeWheel: True Yield.