By Brian Hunt, Premion, Corporate VP of Business Development
LinkedIn, November 13, 2017
Last month, I joined industry peers from Google, Nielsen, Comcast and MediaOcean in a lively panel talk on the future of television advertising at the Next TV Summit in New York. Our industry is transforming quickly and there’s one common theme that our panelists agreed on: television advertising is getting redefined every day.
Audience fragmentation is accelerating in our ‘place-shifting era,’ where people consume content anywhere, anytime and across multiple devices. In turn, advertisers are grappling with how best to reach and meet changing consumer expectations.
So how can advertisers reach their right audiences and create more effective campaigns in our fast-changing TV landscape? Click through to my LinkedIn article for three key takeaways from our panel.
Blockchain offers tremendous promise to fix the growing ad fraud problem, but it will take greater collaboration among industry players to drive its progress. According to a CNBC report, ad fraud will cost brands $16.4 billion globally this year, and nearly 20 percent of total digital ad spend was wasted in 2016.
As a technologist, I keep a keen eye on how our industry can harness the power of blockchain. As such, we at TEGNA along with MadHive and IBM are founding members of AdLedger, the adtech industry’s blockchain consortium. Our consortium meets regularly to drive our blockchain agenda forward to bring increased transparency and data security to the ad tech supply chain.
As we reflect upon the progress of 2017, there’s never been a more exciting time for the advancement and growth of OTT (over-the-top) content, advertising and related services.
Next week industry leaders will convene at NYC Television Week and the NAB Show New York to showcase the latest developments and thinking around the transformation of television.
Join us as we share our market perspectives on the future of OTT advertising at the following panels at next week’s events:
TV2020: Monetizing the Future @ NAB Show New York
Panel: OTT and Digital Opportunities
Wednesday October 18 | 3:15pm
Javits Convention Center, NYC
OTT monetization strategies, specialized for local TV broadcasters, will be the focus of our panel session. I’ll be joining a panel of experts to offer a leading-edge look at how TV station groups can drive OTT revenue strategies for 2018 and beyond.
Advanced Advertising Summit @ NYC Television Week
Panel: Video Everywhere
Wednesday October 18 | 10:50am
Sheraton Times Square
The dramatic shift in viewing behavior presents significant challenges to traditional TV business assumptions. I’ll be joining this panel to explore the advertising implications of these quickly mainstreaming forms of streaming TV/video viewing, as well as how marketers and programmers can benefit now and into the future.
Next TV Summit @ NYC Television Week
Panel: Redefining Television Advertising
Wednesday October 18 | 11:50am
Sheraton Times Square
What are the new technologies and trends that are shaping what’s next in branding and advertising? Our Brian Hunt will join this panel to share perspectives on the winning formulas for advertisers in meeting consumer expectations and share their view of what the TV advertising business will look like two years down the line.
We look forward to a week of engaging discussions on the future of television and advertising.
The transformation of TV is happening faster than many anticipated. OTT (over-the-top) viewing is growing exponentially. It’s now the dominant platform for premium video viewing. While advertisers know they must be there, many are still asking: Is it a broadcast or a digital buy?
It’s time we look at OTT advertising differently.
In this golden age of TV, where consumers have more quality content options than ever, they’re embracing the speed at which TV is moving to the Internet, especially if it’s ad-funded and free.
eMarketer estimates there are 193.3 million OTT users in 2017, with 168.1 million U.S. connected TV users. The rise of OTT comes at a time when cable is seeing continuing declines as another million consumers cut the TV cord last quarter, per a DSL Report.