Advertisers that are seeking to optimize their video campaigns among a variety of media channels should develop a strategy to personalize their messaging as consumers come into the purchase funnel. Those media channels include the growing number of ad-supported video on demand (AVOD) services that have premium programming.

“When I think about ways to optimize video content, I think about customization at scale,” Liza Davidian, executive vice president of investment and activation at GroupM, said in this interview with Beet.TV. “I think about what should be your first message to a consumer about your brand, and how to further draw people into that funnel as they see more and more exposure to your ad.”

An integrated approach includes the broad reach of television and channels like social media that offer behavioral targeting.

“I applaud an advertiser who further digs deeper into the funnel and makes their message a little more customized based on possibly some data that they have drawn from me,” Davidian said. “Frequency doesn’t always have to be a bad thing as long as it’s not just hitting you over the head with the same message over and over again.”

Millions of U.S. households have canceled their cable or satellite TV service while connecting their TVs directly to the internet, giving them more control of the viewing experience. While ad-free subscription video on demand (SVOD) services like Netflix and Disney+ are popular, consumers will also rely on AVOD services like Paramount+ and Discovery+ to see premium video.

“There’s always going to be a place for Netflix and non-ad-supported platforms, but we have seen the expansion of so many ad-supported streaming platforms,” Davidian said. “That content is so expensive that…the burden of creating that content cannot reside solely with the consumer in the future. Brand messaging and advertising is a necessary way to bring premium video to consumers.”

Consumers have become more concerned about personal privacy, leading several states including California and Virginia to pass laws that give people more control over their data. Limitations on data-sharing make ad targeting more challenging, especially as “walled garden” media environments like social media and AVOD services guard their first-party data.

“We do see this trend of user data being moved into these ‘walled garden’ or buying siloes, if you will. The role of a modern agency has evolved…to be the tunnels that are connecting those gardens,” Davidian said. “We strive to give our clients access to the premium supply and data, and still provide that connectivity and that consistency and that scale across these fragmented landscapes.”

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