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SpotX: Broadcasters yet to realise true value of ad placement

Modern broadcasters already distribute video content via as many as 30 delivery points, but most have yet to realise the true value of ad placements within many of these opportunities, according to analysis from video inventory management platform, SpotX.

With dozens of potential content delivery points existing across multiple screens, the task of monetising what was once a linear TV ad placement to the same, or even higher, value requires a platform with visibility over the entire ecosystem, SpotX’s ‘Activating Cross-Screen Campaigns for Media Owners’ white paper found.

Most media companies are only positioned to monetise the ad opportunities within a handful of delivery points to a value befitting their true worth, according to SpotX’s VP of Programmatic TV, Randy Cooke.

“A consumer may record a show on a DVR, but end up streaming the content on a mobile device during transit,” Cooke explained. “This represents three ways of watching the same content – live, streaming and playback – but in many cases all of these are not being monetised to their full value.”

“Age and gender are no longer the primary basis of media value, with advertisers looking to leverage data to deliver video ads with maximum impact. Media companies must offer the opportunity to do this, as well as capitalise on ad opportunities across all delivery points, in order to maximise yield.”

Last month, SpotX announced its partnership with clypd, bringing together the company’s respective digital video and linear TV platforms to create a single solution enabling media companies to holistically monetise video across all distribution points. The RTL Group-backed duo also announced its partnership with TiVo Research, enabling SpotX to match digital video audiences against TiVo’s 2.5 million households of cable viewers.

The matching of audiences across screens is a point highlighted by Cooke in the white paper, the latest in SpotX’s four-part Programmatic TV for Sellers Series.

“Broadcasters are thinking beyond programmatic to econometrics – the concept of leveraging relationships between audience datasets that are significant to pricing and ad campaign fulfillment,” Cooke said.

“Understanding these relationships in the data, like correlations between ad exposures and consumer outcomes, provides insight into channel efficacy, which can be leveraged over time to establish better pricing rules for each channel.

“Programmatic infrastructures will be a tactical underpinning of next-generation ad models, but strategically, the economics of TV and video necessitate an incorporation of data and insight that go beyond the various working definitions of ‘programmatic’.”

“The ability to manage inventory and optimise for yield across each of these transactional frameworks is a discipline SpotX and its strategic partners are committed to developing alongside media owners around the globe.”

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