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Broadcasters must find mechanisms that easily allow them to package TV with online video, just as publishers have learned to package digital and print, according to a whitepaper from programmatic video advertising platform, SpotXchange.
With convergence in the video market progressing rapidly, broadcasters need a centralised platform to manage and package advertising across content distribution channels, the whitepaper found.
Developing competence in cross-stream and cross-screen is essential for media owners as convergence advances, VP of programmatic TV for SpotXchange, Randy Cooke said.
“Programmatic offers the potential to give content owners a full-wallet approach to monetising audiences, enabling total management of rates across devices and streams,” Cooke explained. “Content owners will have to become adept in ‘horizontal yield management’ – managing rate and audience fulfillment across channels and viewing streams, rather than as individualised buckets of siloed impressions,” said Cooke.
With properly configured systems, it’s possible to centrally manage ad revenue, add layers of contextual relevance and measure engagement and attribution from a single platform. Siloed agency buying disciplines, disparate transactional practices and differences in how inventory is defined between the digital and linear worlds have slowed the convergence of video into a singular marketplace, according to SpotXchange’s analysis.
“Convergence of video is inevitable but cannot occur until the industry has collectively resolved a litany of issues related to currency, viewability and transactional transparency,” Cooke added.