SANTA MONICA, Calif. – Consumers are dividing their time among more kinds of electronic media and viewing devices, driving a call for additional methods to help set the value of advertising transactions, or currencies, in a multimedia landscape. Alternate currencies are likely to have a bigger role in the next upfront sales season, when television networks and digital media companies showcase their programming and seek big-dollar commitments from advertisers.
“The market will be much more ready to use these things in the upcoming upfront,” Howard Shimmel, board member of DatafuelX, said in this interview with Beet.TV at the Beet Retreat Santa Monica. “We know that there are networks building rate cards off of them, deals in place.”
A key issue for advertisers is ensuring they’re reaching audiences through linear television, especially as national networks offer addressability – or showing different ads to different households during the same TV shows.
“The thing we need to start thinking about is the fact that linear TV can be forecasted at an impression level,” Shimmel said. “And if you have those forecasts at an impression level, what you’re able to do is make sure that when you’re running anything that is addressable, it’s reaching the people that linear is not reaching at all or people who are only getting light levels of reach and frequency.”
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