For Mediaocean, 2022 may have started with the cancellation of its planned big events at Consumer Electronics Show in Las Vegas.
But, after quickly pivoting to digital delivery, the company is forecasting ad buyers, too, will be leaning into new channels.
In this video interview with Beet.TV, Mediaocean chief marketing officer Aaron Goldman explains what ad industry indicators are saying.
CTV growth forecast
Mediaocean is an ad-tech company providing omnichannel advertising solutions to agency holding companies, independents, and brands like P&G and IBM.
The company just published its 2021 Market Report and 2022 Outlook, a TechValidate survey of more than 250 ad agency, media provider and tech company leaders. Goldman summarises the findings:
- “More than 70% said they’re increasing their CTV ad budgets this year.”
- “More than half of those folks said that it’d be going up more than 20%.”
Responding to circumstances
But the year also comes with challenges:
- “60% said that cookie-less measurement would have the greatest impact moving forward.”
- “40% said they had a hard time measuring campaign effectiveness.”
And Mediaocean, too, met the new year by overcoming one big challenge.
The company had lavish plans for CES in Las Vegas, including a big presence dubbed “Mediaocean Retreat” at the Cosmopolitan Hotel that included a 17,000-square-foot ballroom for attendees to sit, chill or work.
Pivot the program
That was nixed by the spread of the omicron variant of coronavirus. But Goldman was unbowed.
“We decided to go virtual quickly set up a GoToWebinar,” he says. “We got all our speakers tested on the platform and then just crossed our fingers and hoped for the best.
“It went really well. We had over 1,700 registrants across eight hours of content for the two days. We actually kept the same dates and times that we were going to run live in Vegas, which was I think pretty impressive.”
High seas of ad data
For more than 50 years, Mediaocean, formerly known as Donavan Data Systems, has been the software solution of choice for both TV advertisers and sellers, powering ad management, inventory and billing.
About $200 billion in annualized media spending goes through its platform, or about a third of the global total.