SAN JUAN, PR — Advertisers should embrace the new opportunity to use their own audience data to buy targeted ads not just on digital platforms but on TV.
That is according to a tech exec who says “addressable” technology is coming on stream faster than ever.
In this video interview with Beet.TV, Jay Prasad, chief strategy officer at LiveRamp’s TV division, says: “If a brand is used to using different audience segments already on their digital buys, then why not look at what that reach looks like on your linear (TV) buy?
“(They can) extend it seamlessly using that same segment or that same audience onto new platforms like CTV and streaming apps.
“That’s something that I think is going to be a continuing story this year, which is ‘What is your total reach against audiences?’, ‘What is your incremental reach?’, ‘What is your duplicated reach?’ And furthermore, this year we’re going to have a much more concentrated effort on making big streaming platforms addressable, just like an MVPD.”
Prasad is the former TubeMogul and VideoAmp executive with a long history in online video business.
LiveRamp is an ad-tech is an audience identity resolution provider, aiming to help ad buyers knit together fragments of consumers’ disparate digital breadcrumb trails.
It offers Identity Link – a cross-channel customer identity graph of advertiser, third-party and TV viewership data.
LiveRamp recently published its guide to the upcoming 2020 upfronts ad sales season.
“I think there’s an opportunity now that you can create more addressable-scale television. Stop looking at television as ‘This is linear’, ‘This is addressable’, ‘This is CTV’, ‘This is digital’ – let’s just call it all television.
“Now that you can have more addressable scale there, this should be an opportunity to take some of the dollars from digital that were maybe in not so great pools of inventory just because they targeting people thought that it worked better. I think now you’re going to be able to see a better shift towards premium site-sound-emotion.”
Prasad was interviewed by Jon Watts at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.