As we head into Upfront season and TV networks prepare to showcase their programming for the year in hopes of reeling in advertisers, the events we attended this month had an overwhelming focus on TV’s future, specifically data-driven TV buying and programmatic TV. While everyone seems to be looking towards the moment when programmatic TV becomes a widespread reality, there is still some concern about how it will work.
At the Advanced Advertising Summit in New York, our CEO Lance Neuhauser spoke about how big data will help advertisers learn their audience’s viewing habits, leading to better targeting criteria. During the panel “Data-Driven: How Big Data Is Boosting the Value of TV Advertising,” there was vibrant debate about whether a lack of measurement standards is holding the industry back. Despite not reaching consensus among the panelists on that particular topic, one theme was abundantly clear: big data allows advertisers to use technology to reach audiences on a more personal level. Lance addressed this further in his recent byline for MediaVillage on Television’s Power of Participation.
The trend towards programmatic TV is proving to be a global one, as this theme was readily present at our April events in Europe. At the Digital Agency Masterclass, which we sponsored in London, Volker Ballueder, our VP Sales Activation EMEA, spoke about future trends that are actionable now and participated in a roundtable discussion. Both sessions tackled what’s in store for the future of programmatic TV. Stay tuned for the next white paper in our Future of Media Series which will share key insights on PTV.
We sent our Sports Sales Director, Tim Lunn, to SportAccord in Switzerland to bring back key trends in sports marketing. The event highlighted the importance of social media for sports marketers. Facebook, Twitter and Snapchat all gave demonstrations on how their platforms can be best used to create continual touch points with fans. Originality and risk-taking is the central theme to being successful on each network. To really have an impact before, during and after any major sports events, everyone was encouraged to think differently and create something that stands out from the crowd. One of those opportunities is TV Synced Ads and Volker discussed how this can be leveraged for Sports in a recent blog post.
April was a busy month, and our team had a great time sponsoring and attending events, as well as speaking with crowds of eager marketers about the future of the industry. Make sure to take a look at our Events Calendar to catch us on the road in May!