In Broadcast - NAB SHOW 2017 - 72

72

www.inbroadcast.com | NAB Show 22-27 April 2017 | Product Preview

When it Comes to
Monetizing Your
Content Don't Leave
Money on the Table
Jason Friedlander, Director, Marketing Communications, Verizon Digital Media
Systems, contends that correctly targeted and appropriately placed
programmatic ad spots can maximize return on advertising spend...

F

or decades, traditional broadcast
advertising relied on a model
where large media buying departments
bought ads to fill up available spots.
This approach has become problematic
with the rise of over-the-top (OTT)
content delivery. (see Fig.1 One to one.)
As OTT audiences and products come
to market, and the overall experience
becomes more personalized and
dynamically generated, the number
of available spots has exponentially
grown, making it nearly impossible to
go out and sell those spots. As a result,
content owners and their ad buyers are
often left saying, "If I can't fill this spot,
I can't fill this spot." And in doing so,
they're leaving money on the table.
Program Specific Ads
Online content is being delivered
programmatically, and it's time that
advertizing follows suit. In the world
of programmatic advertizing, an array
of rules about the advertizer, ads and
the consumer draw the right ad at the
right time from a massive pool of ads.

Fig. 2: Abandonment - viewers
demand quality content experiences
even on mobile devices

During every break in programming,
these rules identify the ad that's the
best fit for the user at that moment.
Over time, with more and more
individualized viewer data - what she
watches or where he shops - each
ad spot becomes increasingly more
valuable.
For example, data gathered about
my viewing and shopping habits would
indicate - with, say, a 95% confidence
rate - that if I were served an ad
for a Patagonia jacket at a specific
time in my buyer's journey, I'd very
likely purchase it. As data about me
continues to accumulate, ads can be
targeted with ever greater degrees
of accuracy. Advertizers will gladly
pay a lot to reach me, or any other
consumer, when they already know
there is a high level of purchasing
engagement in what they have to
offer.
In a perfect world, every ad
served at any given time is the most
valuable ad for that given spot. And
with an unprecedented ability to
aggregate and analyze this data,
content providers and advertizers
now have the tools to move
toward this reality. (See Fig. 2:
Abandonment.)
So, what's holding them
back?
Ads vs Costs
Broadcasters and content
owners are not stepping
forward for various reasons,
from lack of tools and reliable
data, to business practices and
an overall lack of services that
need programmatic ad loads.
At the same time, brands are not
creating the inventory needed to

Fig. 1: One to one - programmatic
advertising closes the sales circle

enable this ideal content and ad
experience.
Brands make big-budget ads on
which they need to make their money
back, but they're leaving a gap on the
lower end, less-expensive ads that
could sit in that massive pool and get
called when the user and time are
right. These kinds of ads need to be
created along with the high-budget,
multi-million dollar ads, and added
to the programmatic inventory pool
so that highly targeted versions are
available for insertion all around the
world.

Lower-cost programmatic ads are an
alternative to doing nothing and not
offering users the experience they are
demanding, and more importantly, not
monetizing each ad spot to its greatest
potential. Once the programmatic ad
inventory is expanded, it becomes
possible to offer consumers the ideal
content and advertizing experience
- and to stop leaving money on the
table.
Curious how you can deliver the right
ads to your viewers? Visit our booth at
the NAB Show to find out.
www.verizondigitalmedia.com


http://www.inbroadcast.com http://www.verizondigitalmedia.com http://www.verizondigitalmedia.com

Table of Contents for the Digital Edition of In Broadcast - NAB SHOW 2017

In Broadcast - NAB SHOW 2017 - Intro
In Broadcast - NAB SHOW 2017 - Cover1
In Broadcast - NAB SHOW 2017 - Cover2
In Broadcast - NAB SHOW 2017 - 3
In Broadcast - NAB SHOW 2017 - 4
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In Broadcast - NAB SHOW 2017 - Cover3
In Broadcast - NAB SHOW 2017 - Cover4
In Broadcast - NAB SHOW 2017 - S1
In Broadcast - NAB SHOW 2017 - S2
In Broadcast - NAB SHOW 2017 - S3
In Broadcast - NAB SHOW 2017 - S4
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