SANTA MONICA — In a down economy, how do you get bang for buck?
Justin Rosen sees a coming era of narrowed focus.
But, in this video interview with Beet.TV, the SVP, Data & Insights, Ampersand, also urges brands to buy local media using the advanced tools now available.
Local tricks
Many toolsets in programmatic and addressable TV platforms have gravitated toward serving national ad buyers.
“We are working with a lot of those players ourselves, but we also operate an extremely robust local media portfolio in addressable TV,” says Rosen.
“One thing that I think we have not made enough progress in as of yet is to bring some of those innovations that a lot of these emerging third-party companies have developed for national measurement to the local arena.
“The other piece is to show that they can incorporate an addressable television measurement programme into what they’re doing nationally. We want to see a little bit more investment and more activity withwhere a lot of the third parties are right now.”
Cable rewired
Ampersand is the former NCC Media, a cable TV ads integrator owned by three US cable operators.
Now reconstituted as “the total TV company”, its platform helps advertisers define and find audiences, plan and execute ad schedules, and measure and report their outcomes.
The outfit boasts viewership insights and planning on more than 40 million households, in every DMA, across more than 150 networks and in all dayparts.
It is owned by Comcast, Spectrum and Cox, as well as Verizon and other MVPDs, but also now is the exclusive seller of Verizon Fios’ addressable ad space.
Focus and collaborate
Rosen says he sees the current economic outlook re-shaping how industry partnership happens.
“I think you’re going to see more of a focus for each individual player in this ecosystem on what they do best and what their core competency is,” Rosen says.
“You’re already seeing this and how resources are being allocated. You can’t be everything to everyone. There’s no one player that’s going come in and solve (advertising fragmentation).
“Now there’s an opportunity to say, ‘what is it that you do best? What is it that you focus on?’ Let’s do that and form partnerships so that there’s optimization between capabilities… ”
You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page.
