25th Annual TV Preview: New Ways to Access TV Content
Just like consumers want more control of when and where they watch content, advertisers, too, want control when it comes to buying content. Though calling up contacts at ABC, CBS, or Hulu is still how most inventory is secured, we continue to see new ways for advertisers and agencies to access premium content. Many of these new access points are offered via demand-side platforms (DSPs) where options are limitless. A DSP is a system that allows buyers to purchase and manage ad inventory across sources through one interface. The use of private marketplace deals within DSPs not only provides flexibility and control in streaming TV schedules, but also allows for frequency management across inventory sources, devices, and media types. These increases in buying flexibility is a growing trend that is not expected to slow down.
There is more premium inventory available programmatically than ever before. DSPs are building relationships with publishers and networks directly at a rapid pace in hopes of creating expansive premium TV marketplaces for advertisers to access all in one place. Each week we are seeing new integrations introduced to our platforms like first-look access to NBCUniversal and Sling, first-to-market integrations with Tubi and FreeWheel, access to 100% of Fox inventory on Hulu, as well as exclusive access to Amazon Publisher Services. At this point, all major networks and ad-funded streaming services are allowing the same premium inventory to be purchased directly through the DSPs.
One of the newest frontiers is dynamic ad insertion within live streaming environments. With the uncertainty of COVID-19 and potential fourth quarter political implications ahead, accessing live sports without a minimum commitment has become an attractive solution. Increased opportunities are evident through newly-launched integrations with Amazon’s Thursday Night Football, programmatic access to Disney’s full sports inventory (including ESPN College Football), and more. As sports have gradually been introduced back into our lives, so have opportunities to buy them. Our platforms provide a constant refresh of live inventory like the PGA pro tour, MLS matches, horse racing, and the NHL and NBA playoffs. Let’s just hope the virus doesn’t bring a halt to the fall sports plans. There are other addressable streaming solutions becoming available through YouTube TV as well, where providers own up to two minutes of ad breaks and can dynamically insert ads accordingly.
Another way to take advantage of TV content’s new access points is via automated content recognition (ACR) technology. ACR is a chip in smart TVs that collects insights on viewing habits, including commercials watched. ACR has been around for some time; however, its strategic applications in bridging the gaps between linear TV & and Connected TV (CTV) have expanded. The most common applications on this front include optimizing CTV schedules towards incremental reach (targeting those unexposed to your linear commercials) and competitive conquesting, serving ads after a user has been exposed to a competitor’s commercial.
As consumer behavior shifts, so do the advertising opportunities. Though agencies can access content across all screens, the most desired screen is still the largest one – the TV screen. We are seeing an uptick not only in new TV buying paths, but also in available targeting opportunities for the living room. It is important to keep in mind that there is merit in utilizing a blend of new and mature buying paths, as they each provide different values in accessing the coveted TV content consumers all want.