Last month, we attended the New Video Frontiers event in London, hosted by Video Week. The event focused on the current state and future of Connected TV, and how advertisers fit into this evolving space, with a range of speakers from some of the largest agencies, suppliers, entertainment platforms and brands from across the world.
So… what’s next for video advertising?
THE ADOPTION OF DATA CLEAN ROOMS
Although data clean rooms are not entirely new, the last 2 years have seen a significant ecosystem maturation and increased adoption on both the buying and selling perspective. Data clean rooms are secure bunkers where first-party data is uploaded and anonymised, then the data is then layered and matched with data of the clean room provider.
“With CTV growing rapidly across the UK and Europe, the adoption of data clean rooms has allowed us to implement smarter targeting and even forge new strategic partnerships”
– Pascal Bretagne, Senior Manager- Buying
CONNECTING WITH LOCALISED MARKETS
Despite resisting Connected TV in favour of ad-free subscription platforms such as Netflix and Disney Plus, European audiences are increasingly likely to accept advertising in exchange for free access to high-quality video.
However, most European countries have one thing in common when it comes to CTV: their CTV value chain is dominated by broadcasters who control a vast majority of ad-funded video on demand services. If CTV is to be successfully adopted across Europe, then a collaborative approach is needed, that is embedded in the respective markets and focuses on the needs of local media houses and advertisers to organically develop an adaptable and scalable solution.
“With the crisis facing traditional ad-free subscription services across the UK, now is a massive opportunity for Connected TV to make a breakthrough into European audiences, however, they have to overcome some of the problems that they have previously faced, and one way that they can do this is putting a more primary focus on localised markets”
-Freddie Campbell, Marketing Executive
IMPROVING AD EXPERIENCE ON TV
The event looked into many of the challenges that advertisers will face during CTV’s European adoption, and one of the more commonly mentioned challenges was managing user experience.
Having an audience that’s already chosen to accept ads that are tailored to them is helpful, but it’s nothing if the user experience isn’t right, and this will be a prominent challenge for advertisers on Connected TV moving forward. Advertisers must ensure that users do not generate negative connotations towards CTV platforms and start to resent the ads, which has happened over time across linear TV.
“Working as part of the Planning Team it is always our priority to ensure users have positive experiences with our ads, and that we are consistently tailoring our ads to reach target audiences at the right time and the right place to offer the best chance of conversion, and Connected TV is no different, entering an unexplored European Market, this is even more urgent than ever.”
– Amelia Varney, Junior Manager- Planning
If you want to learn more about what the future of Connected TV means for advertisers then read our report Inside Connected TV here: