(VIDEO) Beet. TV Retreat two thousand sixteen Panel: Determining The Cost Of Advanced Television

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Source:   —  December 07, 2016, at 6:59 PM

Somewhere in the center lies a holistic view of all advertising impressions that buyers can tender for, but it'south a galaxy far, distant away. This is one takeaway from a panel discussion at the recent Beet.

MIAMI - In the tug of war that's television advertising, programmers draw the traditional ratings window beyond thirty days while advanced TV specialists grapple with more precise targeting. Somewhere in the center lies a holistic view of all advertising impressions that buyers can tender for, but it'south a galaxy far, far away.

This is one takeaway from a panel discussion at the recent Beet. TV Retreat two thousand sixteen on the cost of advanced TV advertising. Moderated by Tim Hanlon, CEO and Founder of The Vertere Group, the discussion began with an examination of the usefulness of addressable advertising and ended with a critique of legacy ratings.

To Jonathan Bokor, advanced TV is defined as addressable, audience index programmatic and over-the-top. "These are three very distinct and different tools," observed the SVP and Director of Advanced Media at MediaVest | Spark. "They're not currently easily melded together. That'south where we've to go."

Larene Mantel, the Director of Advanced TV at Cadreon, said it "mightn't create sense for all advertisers to be in the addressable space," a sentiment echoed by Mike Bologna, President of MODI Media. "On average, about a third of every addressable analysis we do for an advertiser the recommendation back to them is this isn't the right approach," said Bologna.

Nonetheless, all three panelists agreed that addressable can be a valuable, bottom-funnel tactic and that in general, TV needs to be more effective, efficient and accountable. "This is really an opportunity to deliver more frequency against your best prospects," said Bokor. "And as a consequence, to spend a small bit less on demo-targeted media that's a lot of waste associated with it."

But there'south still the top of the funnel, which is why traditional TV isn't going far anytime soon.

"There'south always going to be that top of the funnel and there'south always going to be the mass GRP'south being pushed there," said Bologna. "But presently that most of these advertisers realize who their genuine target is, we can balance it."

Added Mantel, "It'south finding the balance" and for advertisers "not caring where your airing but who you're reaching and that you're reaching the right person."

Asked by Hanlon to reconcile increasingly longer Nielsen ratings windows love C30 with the move toward more targetable impressions, Bologna said that both are needed. "It'south absolutely both. There'south nothing incorrect with improving the legacy metrics."

Bokor was tough pressed to appoint a cost to C30. "The market forces that are applied to define the cost are really insufficient," Bokor said. "We've a marketplace that doesn't truly reflect the real cost of each impression. C30 is going backwards in the extreme."

Bokor would love to be able to tender on every advertising impression, a situation that Bologna suggested would result in "all hell is going to crack loose" because the CPM'south could skyrocket.

"I wish a holistic marketplace so that it'south not just about TV," said Bokor. "I wish to see at the all marketplace of all advertising impressions and discover where the cost is. And if I can truly obtain that, then I know precisely what I'm paying for and I might be willing to pay more."

This interview was conducted at Beet Retreat two thousand sixteen: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the six hundred five. Please discover more videos from the event here.

You can discover this post on Beet. TV.

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