Shereta Williams, President at Videa, shares her insights into the way that major technological changes in the industry are reshaping how TV advertisements are bought and sold. She feels that everything from what it means to drive that actual change within your organization to the way in which artificial intelligence (AI) will shape digital advertising will be important issues to recognize and handle in the coming year.
“Over the past year,” says Williams, “there’s been an increasing amount of attribution bias aimed squarely against TV that results from the digital giants who are using massive amounts of data within their attribution chains and benefiting from redirected ad budgets.”
But that’s changing.
“Now that companies can understand how their investments drive ROI across TV and digital media, attribution bias will remove itself from its digital media roots, resulting in a new era of attribution that will drive value back to marketing channels that are most effective for the marketer’s campaign goals.”
Other Significant Changes
There is a move to more open standards. The industry is coming together to continue to create open industry standards that easily and accurately identify content and audiences across platforms.
We will see the combination of automation with data driven targeting of audiences across multiple screens through the convergence of more fuller automation and execution of orders. This will result in better use of data sets across different channels and the ability for buyers and sellers to more appropriately aggregate and execute in a unified omni-channel approach.
“When it comes to automation, there’s a need for open standards and the ability for folks to plug and play with different advertising ecosystems,” says Williams. “As demand and pressures continue to rise from marketers and advertisers, this will become more and more of a reality this year.”
The continued growth of programmatic will affect the ways in which advertisers will be able to optimize TV advertising according to the detailed, immediate feedback it yields from audiences.
Blockchain will become a solution to ad fraud by giving advertisers proof of service rather than the non-transparent systems that exist today.
Says Williams: “Somewhere between 50% and 70% of digital advertising spend is wasted, and 30% to 50% of that is fraudulent impressions. Ad fraud will continue to be an issue in the year to come, but how can we fix it?
“Blockchain will enforce accountability,” she adds. “And it will deliver improved results for ad campaigns and enable advertisers to disregard 100 percent of fraudulent traffic. This means advertisers will have proof of service rather than the non-transparent systems that exist today.”
As omnichannel marketing starts to become a reality through the use of automation and data across all platforms, the separation between planning and execution of media buying will dissolve and planners and buyers will become much more tightly integrated, so plans can be optimized for maximum results.