AMENIA, NY— Advertisers seeking to maximize their campaign impact while maintaining scale should look no further than addressable TV, according to Pooja Midha, EVP and General Manager at Effectv.
With its ability to add 20-30% incremental reach, better measurement capabilities, and high audience match rates, addressable TV has become an increasingly attractive option for both national and local advertisers.
Midha, speaking with Beet.TV at the recent Beet Retreat in the Berkshires, emphasized that despite the evolving landscape of advertising and distribution, the core objectives of advertisers remain the same.
Leveraging Data for Effective Targeting and Measurement
“People are still talking about things like inventory value and quality and scale,” she said, adding that the focus is on accessing quality inventory at scale, measuring impact, and ensuring seamless execution.
One key advantage of addressable TV via Effectv is the ability to leverage Comcast data to achieve audience match rates of around 95%. “That’s a big leg up on CTV,” Midha noted, comparing it to the average 60% match rates seen in connected TV advertising.
This data set allows advertisers to effectively find, measure, and optimize their target audiences. “You need access to a reliable, high quality scale data set that you can trust, and that gives you a strong signal,” Midha emphasized.
Navigating the Changing MVPD Ecosystem
As the multi-channel video programming distributor (MVPD) ecosystem continues to evolve, savvy buyers must look beyond surface-level changes to identify true value.
While video subscriber numbers may be declining, Midha points out that the cable universe remains significant, and providers like Effectv are investing in next-generation distribution mechanisms.
“If you looked at our offering, you looked at the MVPD universe, you’d say ‘video subs are declining, that’s all I need to know about cable’,” she said. “And you would be correct that the video sub universe is declining, but what will you miss out? And what I think savvy buyers see is that the cable universe is still actually pretty significant.”
The Importance of Strategic Partnerships
To deliver the best value for their clients, agencies are seeking strategic partnerships that can help them execute their objectives seamlessly and at scale. Midha highlights the importance of these partnerships, noting that Effectv is working closely with agencies to understand their needs and architect solutions together.
“What agencies in particular are looking for from those big, strategic, most important partnerships,” she said. “And there’s only so many of them that they can do. It’s what they are asking for and it’s what they demand.”
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