TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency.
Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don’t have to be left out.
In this video interview with Beet.TV, Janet Balis, EY global advisory leader for media and entertainment, says local cable operators can excel at the opportunity.
“We expect that national media entities bring a strong degree of sophistication to the advertising products that they have, which range from targeting to optimization to increasingly true addressability,” Balis explains.
“But I think what’s really exciting is to see that same sophistication start to be applied at scale by the local cable operators and the local media players and broadcasters.”
Balis was speaking ahead of Beet Retreat in the City, “We’re Going Local!”, an event where she will be a moderator.
The opportunity is opening up because cable operators are making more inventory addressable to advertisers – not just the two minutes per hour historically given over, but all of the available time – and because more of that advertising can be delivered direct to devices, rather than through the cable operators.
Balis says local cable boasts two key features:
- Local-geographical understanding of customers.
- Consumer data, not just from set-top boxes but also broadband IP numbers.
The impact could be profound.
“For marketers, the implication is that we can now really look at the dovetail between national, regional, and local media strategies,” Balis adds.
“We can now start to understand the interaction between building a national brand and then really driving it home in the markets that matter.
She says collaboration between cable platforms is critical to fully realize the market opportunity. So Balis wants to see interoperability of data across cable operators.
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight and TVSquared. Please visit this page for additional segments.
Here is a list of the speakers and moderators for the #BeetRetreat in the City
Kelly Abcarian, GM, Video Advanced Advertising, Nielsen, @kellyabcarian
Janet Balis, Global Advisory Leader for Media & Entertainment, E&Y, @digitalstrategy
Mike Bologna, President, one2one Media, Cadent, @CadentTV
Tim Castree, CEO, GroupM North America, @castree
Marc Cestaro, Director, Addressable Lead, MODI Media, @ModiMedia
Brendon Condon, CRO, Comcast Spotlight, @ComcstSpotlight
Jennifer Donohue, VP, Local Advertising Sales, Hulu, @hulu
Bob Ivins, Chief Data Officer, NCC Media, @bobivins
Ryan Jamboretz, Chief Development Officer, Amobee Broadcaster Solutions, @r_jamboretz
Jo Kinsella, CRO & EVP, TVSquared, @JoKinsellaTVS
Joe Marchese, Entrepreneur In Residence & Co-Founder, Human Ventures, @joemarchese
Brian Norris, SVP, Direct to Consumer, Ad Sales, NBCU, @thebriannorris1
Olga Ramos, President of the Boys & Girls Clubs of Puerto Rico, @BGCPR
Sean Robertson, General Manager, Partnerships, DISH Media, @DISHMedia
Howard Shimmel, President, Janus Strategy & Insights, @HowardShimmel
Philip Smolin, Chief Strategy Officer, Amobee, @philipsmolin
Ashley Swartz, CEO & Founder, Furious Corp., @RedFuryNYC
Brian Wallach, SVP, CRO, Advanced TV, Freewheel, @bw10
Andrea Zapata, VP, Research & Insights, Comcast Spotlight, @ComcstSpotlight