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
In Broadcast - NAB SHOW 2017 - 5
In Broadcast - NAB SHOW 2017 - 6
In Broadcast - NAB SHOW 2017 - 7
In Broadcast - NAB SHOW 2017 - 8
In Broadcast - NAB SHOW 2017 - 9
In Broadcast - NAB SHOW 2017 - 10
In Broadcast - NAB SHOW 2017 - 11
In Broadcast - NAB SHOW 2017 - 12
In Broadcast - NAB SHOW 2017 - 13
In Broadcast - NAB SHOW 2017 - 14
In Broadcast - NAB SHOW 2017 - 15
In Broadcast - NAB SHOW 2017 - 16
In Broadcast - NAB SHOW 2017 - 17
In Broadcast - NAB SHOW 2017 - 18
In Broadcast - NAB SHOW 2017 - 19
In Broadcast - NAB SHOW 2017 - 20
In Broadcast - NAB SHOW 2017 - 21
In Broadcast - NAB SHOW 2017 - 22
In Broadcast - NAB SHOW 2017 - 23
In Broadcast - NAB SHOW 2017 - 24
In Broadcast - NAB SHOW 2017 - 25
In Broadcast - NAB SHOW 2017 - 26
In Broadcast - NAB SHOW 2017 - 27
In Broadcast - NAB SHOW 2017 - 28
In Broadcast - NAB SHOW 2017 - 29
In Broadcast - NAB SHOW 2017 - 30
In Broadcast - NAB SHOW 2017 - 31
In Broadcast - NAB SHOW 2017 - 32
In Broadcast - NAB SHOW 2017 - 33
In Broadcast - NAB SHOW 2017 - 34
In Broadcast - NAB SHOW 2017 - 35
In Broadcast - NAB SHOW 2017 - 36
In Broadcast - NAB SHOW 2017 - 37
In Broadcast - NAB SHOW 2017 - 38
In Broadcast - NAB SHOW 2017 - 39
In Broadcast - NAB SHOW 2017 - 40
In Broadcast - NAB SHOW 2017 - 41
In Broadcast - NAB SHOW 2017 - 42
In Broadcast - NAB SHOW 2017 - 43
In Broadcast - NAB SHOW 2017 - 44
In Broadcast - NAB SHOW 2017 - 45
In Broadcast - NAB SHOW 2017 - 46
In Broadcast - NAB SHOW 2017 - 47
In Broadcast - NAB SHOW 2017 - 48
In Broadcast - NAB SHOW 2017 - 49
In Broadcast - NAB SHOW 2017 - 50
In Broadcast - NAB SHOW 2017 - 51
In Broadcast - NAB SHOW 2017 - 52
In Broadcast - NAB SHOW 2017 - 53
In Broadcast - NAB SHOW 2017 - 54
In Broadcast - NAB SHOW 2017 - 55
In Broadcast - NAB SHOW 2017 - 56
In Broadcast - NAB SHOW 2017 - 57
In Broadcast - NAB SHOW 2017 - 58
In Broadcast - NAB SHOW 2017 - 59
In Broadcast - NAB SHOW 2017 - 60
In Broadcast - NAB SHOW 2017 - 61
In Broadcast - NAB SHOW 2017 - 62
In Broadcast - NAB SHOW 2017 - 63
In Broadcast - NAB SHOW 2017 - 64
In Broadcast - NAB SHOW 2017 - 65
In Broadcast - NAB SHOW 2017 - 66
In Broadcast - NAB SHOW 2017 - 67
In Broadcast - NAB SHOW 2017 - 68
In Broadcast - NAB SHOW 2017 - 69
In Broadcast - NAB SHOW 2017 - 70
In Broadcast - NAB SHOW 2017 - 71
In Broadcast - NAB SHOW 2017 - 72
In Broadcast - NAB SHOW 2017 - 73
In Broadcast - NAB SHOW 2017 - 74
In Broadcast - NAB SHOW 2017 - 75
In Broadcast - NAB SHOW 2017 - 76
In Broadcast - NAB SHOW 2017 - 77
In Broadcast - NAB SHOW 2017 - 78
In Broadcast - NAB SHOW 2017 - 79
In Broadcast - NAB SHOW 2017 - 80
In Broadcast - NAB SHOW 2017 - 81
In Broadcast - NAB SHOW 2017 - 82
In Broadcast - NAB SHOW 2017 - 83
In Broadcast - NAB SHOW 2017 - 84
In Broadcast - NAB SHOW 2017 - 85
In Broadcast - NAB SHOW 2017 - 86
In Broadcast - NAB SHOW 2017 - 87
In Broadcast - NAB SHOW 2017 - 88
In Broadcast - NAB SHOW 2017 - 89
In Broadcast - NAB SHOW 2017 - 90
In Broadcast - NAB SHOW 2017 - 91
In Broadcast - NAB SHOW 2017 - 92
In Broadcast - NAB SHOW 2017 - 93
In Broadcast - NAB SHOW 2017 - 94
In Broadcast - NAB SHOW 2017 - 95
In Broadcast - NAB SHOW 2017 - 96
In Broadcast - NAB SHOW 2017 - 97
In Broadcast - NAB SHOW 2017 - 98
In Broadcast - NAB SHOW 2017 - 99
In Broadcast - NAB SHOW 2017 - 100
In Broadcast - NAB SHOW 2017 - 101
In Broadcast - NAB SHOW 2017 - 102
In Broadcast - NAB SHOW 2017 - 103
In Broadcast - NAB SHOW 2017 - 104
In Broadcast - NAB SHOW 2017 - 105
In Broadcast - NAB SHOW 2017 - 106
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
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202403
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202402
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202401
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202312
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202311
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202310
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202309
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202308
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202307
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202306
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202305
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202304
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202303
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202302
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202301
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202212
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202211
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202210
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202209
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202208
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202207
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202206
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202205
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202204
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202203
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202202
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202201
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202112
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202111
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202110
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202109
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202108
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202107
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202106
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202105
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_PTZ
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202104
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202103
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202102
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202101
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202012
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202011
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202010
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202009
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202008
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202007
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202006
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202005
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202004
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202003
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202002
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202001
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201912
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201911
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NewYork2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201910
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201909
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201908
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY3
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY2
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY1
http://europe.nxtbook.com/nxteu/lesommet/CTA-VISITOR
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201906
http://europe.nxtbook.com/nxteu/lesommet/CTA-PREVIEW
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201905
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201904
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201903
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201902
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201901
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201812
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201811
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NewYork2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201810
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201809
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201808
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201806
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201805
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201804
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201803
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201802
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201801
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201712
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201711
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201710
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201709
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201708
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201707
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201705
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201704
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201703
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201702
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201701
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201609
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201608
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201607
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201606
http://europe.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC03
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201605
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201603
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201602
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201601
https://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201512
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201511
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_CCW15expo
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201510
https://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC01
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201509
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_IBC2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201508
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201507
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201506
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_BROADCASTASIA2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201505
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201504
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201503
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201502
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201501
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201412
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201411
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201410
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201409
http://europe.nxtbook.com/nxteu/lesommet/inbroadcastIBCPRINTEDGUIDE_201409
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201408
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201407
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201406
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201405
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201404
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201403
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201402
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201401
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201312
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201311
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201310
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201309
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201308
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201307
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201306
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201305
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201304
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201303
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201302
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201301
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201211
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201210
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201209
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201208
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201207
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201206
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201205
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201204
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201203
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201202
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20121201
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20111011
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110506
https://www.nxtbookmedia.com