LOS ANGELES – Content producers and distributors have more ways than ever before to reach audiences with programming. Data about those consumers are valuable for advertisers as they develop their media plans, especially as audiences splinter among more connected TV (CTV) choices.
“The fragmentation that’s being created within CTV starts with the consumer, because they want to consume content on their terms,” Dan Aversano, senior vice president of data and advanced advertising at Univision, said in this interview at Beet.TV’s Beet Retreat. “That all puts pressure on the content creators to make sure that we’re distributing our content and our programming and our apps across all of those [outlets].”
Improving ROI, ROAS
Amid this fragmentation, many mass marketers are seeking the efficiencies that come with reaching broad audiences. They face challenges in getting technology, data and permissioning to work together among different platforms.
“The problem that we have here, though, is all of those endpoints – even in CTV, which we talk about as one thing — is not one thing,” Aversano said. “We talk a lot about data in terms of audience and targeting and optimization and attribution. We don’t talk a lot about the role that data can play in context and even in content.”
He said there needs to be more discussion about how metadata from media owners and advertisers can be harnessed to improve return on investment (ROI) and return on ad spend (ROAS).
“We haven’t spent enough time figuring out how to do this…Everything needs to be simplified in this business right now,” Aversano said. “It has to get simplified. At the end of the day, that’s the only way that we bring the scale to CTV and OTT [over the top] that marketers really crave.”
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