With addressability becoming much more advanced, the challenge lies in educating clients around the new opportunities available. In an interview with Beet.TV, Larene Mantel, vice president of advanced TV and emerging channels for Cadreon explains how this is both an exciting and challenging position.
In addition to linear, there’s now addressability available in VOD and OTT among others. This allows companies like Cadreon to build scale, especially when there’s little hesitation from clients. According to Mantel, there’s a lot of education that they’re doing and promotion of addressable because there are a lot of clients still looking at things on a demographic basis.
“There’s a lot of legacy in there that’s tough to break apart,” says Mantel. “But I think because there is that feedback loop that’s available in addressable that traditional linear TV wasn’t able to do, we’re able to provide business outcomes and things that are interesting about the business to sales or foot traffic or brand lift that a national linear TV plan might not be able to deliver.”
As far as tools being developed for understanding performance, Mantel says that there are greater capabilities for data providers to be able to analyze performance data on a more cross-screen fashion.
“Instead of looking at my addressable TV plan in silo, I’m able to then connect it to what I’ve done in digital, what I’ve done in social, what I’ve done in all my other traditional channels, so that we can see the impact of the total plan versus just addressable TV,” says Mantel.
This will continue to be a focus in the year ahead. According to Mantel, streaming will be a hot topic in 2020, too. She believes that there will be more aggregation of streaming platforms, and for those that continue to crop up, it will be all about separating themselves from the current pack.
“It’s going to be a lot about discovery and how consumers are able to find that content. There’s going to be a lot of fragmentation, there’s going to be a lot of clutter happening,” says Mantel. “Marketing plans are going to be important for those specific new publishers that are coming out and who they may end up partnering with that’s bigger within the space.”
This video is part of the Beet.TV series title the Road to CES 2020, a preview of the topics expected to be explored in Las Vegas in January. The series is presented by Samsung Ads. For more videos please visit this page.
