When is a TV ad not a TV ad? When it’s all just “video”.
Jessica Hogue, GM, Measurement & Analytics, Innovid, knows that has been the evolution of these media channels for many years now.
But, in this video interview with Beet.TV, Hogue says the industry has now reached a point of actually acting on what that means.
One way in which the new capabilities of streaming TV have changed the game for advertising is pretty fundamental.
These days, TV ads can function more at the “performance” end of the marketing funnel.
“One common thing that we’ve heard over and over again is the need to tether together national branding advertising with more creative tactical messaging that’s maybe happening more at a local level,” Hogue says.
“(The latter) is a little bit more targeted, with a call to action. So it’s sort of bringing together traditional branding with performance advertising.”
Best of both
But, Hogue says, that doesn’t mean all of TV will become a performance channel. Rather, brands are looking to use both.
“It’s always been thought that those were really different things,” Hogue says. “More and more we’re seeing, in talking about creative briefs, there is a continuum. They’re not completely siloed, but how do they work together?
“So a big part of what’s driven our investment is actually having a platform that where you can see those things together.”
As more of TV becomes IP-delivered, it also becomes possible to count in individual impressions, rather than just big demographic buckets. Hogue thinks that “unlocks” new capabilities, including at the inventory level.
“If we’re now looking at individual spots, we’re not talking about (ad) pods anymore,” she says. “We’ve got to get beyond thinking about just an interstitial that’s five ads, the way that we’ve always done it in traditional television.
“The massive change in streaming and the growth in streaming has allowed us to start to use these new tools and start to be a little bit liberated in what the ad experience can be.
“What we’ve seen in the last 18 months is that the tools, the technology, the data has kind of arrived that we’re now able to give marketers just as much granularity as they’ve maybe had on the media side and, and have the same visibility on the creative.”
This video was produced at the 2022 ANA Masters of Marketing. For more videos from our coverage there, please visit this page.