Wednesday 16 June 2021
10:00 - 10:35 BST
This panel addresses the question of how we fully monetise premium digital video (TV) audiences as more people stream more of their content, including, increasingly, on connected TVs. Here are just some of the insights you will hear: AVODs have a better chance of getting their inventory bought if they are part of an aggregated audience play rather than yet another separate line on a media plan; Before you can successfully seek lookalike customers, brands must ensure that the publisher understands their language and the definition of their ‘tribes’; Media owners should not fear measurement that shows they performed badly for a certain brand, because analytics will also make it clear which brands they work well for and enable them to charge higher rates for those advertisers; Good analytics means even a relative failure, like modest overall sales lift on a campaign that was all about sales lift, can provide learnings for an optimised second campaign, like highlighting the customers that did convert and what they were watching. This panel addresses the role of programmatic in boosting value for media owners, best practice when matching advertiser and publisher first-party data sets to boost advertising, and whether we can make more money from viewers in a well-managed streaming TV advertising environment.