Brands are increasing their focus on direct to consumer relationships
Attempts are being made to fix multi-touch attribution models with hybrid methods that include marketing mix elements and systemic incremental A/B testing.
Audience Targets (aka Advanced Targets or Precision Targets) are gaining momentum though still facing yield management headwinds from TV … publishers / broadcasters have to sort out audience yield management to grow price on premium inventory
Marketers and Media are transforming privacy strategies to accommodate Europe’s General Data Protection Regulation (GDPR)
Ad blocking continues to challenge … advertisers may need to develop a new approach. Something simple would be: “not be annoying”. Develop communications that appeal. Better creatives, targeting, and timing. Sponsorships.
Surprisingly quiet are:
The “debate” on deterministic and probabilistic methods … this relates to both advanced target and attribution model discussions.
The movement from Active to Passive measures with more census sources
Still struggling towards an answer is the dominant question:
What is the right way measure cross-media video exposures?
Finding Demand. As brand development becomes a real-time activity, brands will focus on how to optimize growth. This entails a major upgrade in the mechanics of finding demand. The current forms of analyzing, testing, and optimizing will require more science and engineering to inject precision and speed into these business practices.
Improving census integrations, evolving from just matching and ascriptions (aka look-alike modeling) to including universe estimates, calibrations, and bias sensitivity for attribution testing. If you are interested, martechpartner.com has core expertise to advise and build here.
Attention … attention will eventually disrupt opportunity to see (OTS) … the value of OTS is different on passive and active media ... attention is not different and hence will likely become the cross media video exposure measurement, as OTS advocates realize that they cannot bridge digital and TV without it … In digital, viewability is being developed, and will likely continue to be developed until it reports digital attention … this will pressure TV to report attention too.
Agencies have been roiled by the ANA report on transparency. Demand will increase for independent evaluations on delivery: both from media sellers and now agencies, who are being caught out as resellers and not simply agents … getting transparency from Walled Gardens still matters too, but is simply becoming part of a bigger topic. Providing transparency is part of martechpartner.com’s mission.
TV networks are getting serious about advanced target yield management to maximize unit value across a spectrum of advanced advertiser targets. Their interest is growing the yield of their premium inventory by optimizing unit price by selling more higher priced advanced targets over lower priced demographic targets.
Blockchain for ad-tech is in its early days with lots of vision talk. It is an idea awaiting startups to find a path forward.
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