As the TV ecosystem has evolved over the last few years, there have been few solutions that have emerged for this new landscape. This widespread evolution means advertisers can no longer take a one-size-fits-all approach with their TV campaigns. Fewer Americans are watching linear TV and the streaming wars have created a slew of over-the-top (OTT) and connected TV (CTV) services.
Automation may be the answer to all our current problems. This is because automation requires both a TV-first mindset when developing technology and cooperation among key TV stakeholders, including networks, multichannel video programming distributors and operators. Automations should support every step of the TV advertising workflow from finding audiences and aggregating inventory to executing campaigns and reporting across media. With this year’s Upfronts approaching, automation should be top of mind. Here’s a few reasons why.
FINDING YOUR Target audience
Automation helps you find your target audience. It helps you find audiences beyond the 18-to-54 demographic and create campaigns that meet today’s business objectives.
In today’s TV landscape, achieving the scale you could once reach with a single broadcast or cable buy seems impossible. A buy with that kind of reach needs planning across broadcast, cable, indexed TV, addressable TV and OTT/CTV. It also requires you to work with partners that reach across the networks, MVPDs and operators. Automation will help with integration across all stakeholders in the TV ecosystem.
Automation will help unify and streamline measurement reports. This means advertisers gain a more accurate view of their campaign performance.
Automation will ultimately lead to better campaigns by strengthening relationships between buyers, technology partners, data providers and publishers.
Carolina Macedo, the author, is Project Coordinator of Marketing Keys.