Want to Assemble an Advanced TV Tech Stack? Keep it Independent

The growing interest in advanced television has led to a global collision of digital purchase and traditional television. Advanced television purchases, such as most media purchases, data consistency, exchange or platform for media and presentation, and a way to measure the results. In an ideal world, this trio of advertisers should push to think about the best tools and partners needed to achieve the best possible performance.

In fact, we are working in a fast -moving industry where the supply of the frequency range is limited and budgets and integration times are scrutinized to death, which leads to the advertisers not always choosing the best possible path to move forward. Many brands – especially the original digital – are still dependent on the same multiple solution partners who have been working with them for years to deal with their TV campaigns.

While this is easy, it causes great harm to the advertising buyers. The use of the same partner to deal with targeting, purchase and measurement gives this partner the opportunity to assess his homework. It is possible that this degree will put the partner on the dean’s list, regardless of whether the campaign results meet the brand’s goals or not.

With all the complications that are included in the purchases of CTV, the best step for advertisers is to build a group of individual companies specialized in a specific side of the series: data, media and measurement.

Data

For decades, TV buyers relied on very basic data points to “target” the fans they want. This inaccurate information was based on small panels and used to spend millions of dollars on prior purchases. No wonder that many have met with the era of CTV with enthusiasm – the ability to combine precise digital targeting and television content looks like the holy cup.

It can – provided that the data used for targeting is accurate. As with digital ads, there is no shortage of data savings for CTV TV, with options ranging from masses and contextual visions at the show level.

With all these options, buyers must distinguish when looking at the source of the data, where it can be activated, and whether it is configured to meet your specific advertising goals. Some of the data has simply transferred their digital display fans and now offers them as advanced TV options. This is not effective, because advanced television is its own unique channel. The audience that brands use should be designed for advanced television, using television visions as part of the audience’s construction.

To ensure the delivery of the market, smart TV planners also need to check that their partners are constantly providing new data. The data provider will simply provide new clear knowledge to the audience, instead of the data provider that makes a complete update for the clip, completely different results.

When the ads buyers use one multi -solution partner to implement all their campaigns, they may find the use of targeted targeting data specially designed for TV. What makes the clay is more important that they may not even be able to ask about the origin of the data or make options. They are simply bound by what is available. Without this choice or customization, it will be very difficult to achieve an investment.

Medium

In the world of automatic ads buying, it has long been proven that it is not moral for the media supplier measuring himself. It leads to a dilemma where the resource can simply report the success of its campaigns and request more investment. Trademarks have been resisting this black box model for years.

While many have realized the idea that this is not practical for digital ads, it is not the case on traditional TV. The channel worked historically in a way that the buyers did not know whether their ads were working or not, but they were trusting in their media partners that the campaigns achieved the appropriate arrival goals.

This cannot fly digitally, and certainly not in CTV. There is simply a lot at the stake in this emerging channel for media platforms so that it cannot provide all reports and data options.

It is difficult for the publisher to make an appropriate report on the performance of his media. The last miq The study found up to 114 different supply pathways working for one CTV service. This chaos is manifested by how difficult it is to determine the number of CTVs to repeat the CTV campaign properly when quotations come to the same inventory through different sources.

measurement

The measurement is noticeably simple and incredibly. At the highest level, the campaign is either succeeded, or it does not succeed. The spread of the measures available for measurement, and the spaces of the identity in which they are measured lead to a complex scene where everything can be linked again to the original impression except through many transformational steps and data leakage along the way.

The concept of measurement is vague, especially in the advanced world of television. This starts with the huge number of measures that can be measured. Trademarks can judge their campaigns based on the percentage of viewing (the number of families that have seen an advertisement) or transfers (the number of families that have seen an advertisement responded with a kind of procedure). Those who specialize in TV measuring can benefit from viewership, handover audience, brand lifting, thinking, and even support sales.

With all different ways to judge success, it is important that the measurement provide the highest level of accuracy, while providing the accurate referral needs of the advertiser. Some campaigns simply focus on the brand and require access, while others focus on directly directly. It is not logical to measure those things in the same way.

Among the three main elements in the purchase of CTV, the measurement may be the most important element to use external sources of an independent partner. It is also one of The most difficult to knowFor reasons, the least is the need to measure accurate support after viewing.

Due to this complexity, it does not necessarily make the data provider measure the results of the final campaign or vice versa. Keep in mind the potential interests of the giant measuring companies such as COMSCORE or VideoAAMP that measure the performance of the same TV and advanced fans. The media partner will have a very great incentive to classify himself as achieving all the goals of the necessary campaign, in order to push the advertiser to spend more on the media. The specialist may be the only way to integrate different standards together effectively into one coherent and comprehensive performance.

Due to this complexity, it does not necessarily make the data provider measure the results of the final campaign. Keep in mind the conflict of interests between the measuring giants and media partners when measuring the performance of the same TV segments and the advanced masses they present themselves. The partnership with a specialist provides an opportunity to collect different data collections together to draw a more complete and accurate image.

Specialization with cohesion is the future

There is something that can be said about sellers who specialize independently and excel in one field and can work smoothly through partners and other basic systems. These companies are not obligated to activate data on a specific platform that also tracks support and informs it, for example. They have the runway to make decisions on logical methodologies, and where they can take advantage of the proper interim operation of solutions without compromising their results.

When brands and agencies work with specialized solutions, they can compel their sellers with higher standards, with confidence in that each part of the campaign will be delivered to meet the brand standards. Although this is not easy like attributing everything to one partner, it produces campaigns that perform performance and stimulate the return on investment, and thus bear fruit in the long run.

[Editor’s note: This is a contributed article from Alliant. Streaming Media accepts vendor bylines based solely on their value to our readers.]

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