Over the past three months, the 4C team has been busy at events around the world. The key topics that emerged at these events revolved around exactly when programmatic TV will become a reality, how TV and social media should work together, and brand safety in the current media landscape.
Although programmatic TV heralds promise for the future of TV advertising, marketers and industry leaders disagree on when full-fledged programmatic TV will exist. As it stands now, there are true programmatic TV solutions with limited reach and advanced TV solutions, like 4C TV, that allow marketers to make data-informed advertising decisions while still reaching their audiences through traditional TV buying methods.
At the Programmatic Summit, conversations revolved around aspects of the future of automated and addressable TV and how social media and TV can coexist in the same media landscape. Our CEO, Lance Neuhauser, spoke about how viewing social and digital media as a threat to traditional TV advertising is a dangerous path for marketers, and encouraged everyone in the room to spend time thinking about how to make their advertising holistic and multi-channel instead of trying to defend their strategies from change.
With the Upfronts and Newfronts taking place in May, the industry’s attention focused in on the current state of TV and how it would evolve. At the MediaPost Outfront, marketers discussed the Upfronts as they unfolded as well as debated what would be different five years from now. While most panelists in the room believed that full-fledged automated and addressable TV will still not quite be a reality, they all agreed that marketers shouldn’t sit around waiting for it but should instead take advantage of advanced TV solutions that are available now.
This topic also came up at Media 360 in London, where our SVP, Sales, Andy Nobbs, spoke about bringing TV and social media together for a mutually beneficial relationship to capitalize on consumer tendencies to consume media across multiple screens simultaneously.
Our team also attended the Digital Marketing World Forum in London this quarter, where our Client Sales Manager, Duarte Rego spoke about how 4C is bringing together social media and TV data through the 4C Insights Affinity Graph™ to help brands find their audiences across screens.
With concerns growing about media context for ad placements following issues with extreme and violent content as well as TV host scandals, brands have begun paying closer attention to the content they are associated with. The Chicago Interactive Marketing Association hosted a panel, including our CMO Aaron Goldman, to discuss how brands should approach these issues, and whether they should stay out of politics completely.
There’s no line in the sand for brands getting involved in politics, but deciding to take a side on any issue publicly is something brands should consider carefully. If it could help your brand value even with the risk of potentially alienating a group of people, then graciously taking a stance could humanize your brand. However, many brands find it more beneficial to remain a neutral, non-political entity.
Photo courtesy of CIMA
Whether brands decide to involve themselves politically, they can learn from how political groups like the CIA use media. At Big Boulder 2017, Andrew Hallman of the CIA’s Digital Innovation team discussed how the agency uses social media monitoring to predict violence up to 10 days in advance so plans can be developed to thwart it.
While the stakes for brands are different, the basic tactic of listening to what consumers are telling you through social media is invaluable. If it’s difficult to cut through the noise and discover what your audience truly wants, keep Carrie Birth of P&G’s simple advice from ANA Brand Masters in mind: “ask them.”
Our team’s taking a break from the road in July, but we’ll be back on the events circuit in August with two IAB events in London. Stay tuned for updates on where we’ll be, and let us know where we’ll see you!