Digital Ad World Needs to Engage with Broadcast Industry to Bring Spend into CTV

By On · In Ad Tech, Connected TV, Europe

Ask anyone who works in connected TV advertising to describe what their IBC experience was like, and there’s a very high chance the word ‘lonely’ will feature in their description. For all the talk of TV moving online, the ad tech world appears to be content with digital-only events such as Dmexco in Cologne and London’s Ad:tech, and many remain blissfully unaware that TV tech’s largest European exhibition even exists. Here Zach Weiner, Co-Founder and President of the Connected TV Marketing Association (CTVMA), explains why he thinks more people working on the digital side need to take a step out of their comfort zones and engage with the broadcast industry.

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  • Stanyardroger

    I found this problem with IBC years back. It’s essential a broadcasting equipment and hardware marketplace. The providers of content (including advertising) were absent. Back around 1990 when I was working in satellite television (then a nascent business), satcoms and satellite broadcasters were entirely absent. We didn’t even see any satcom STB providers, IIRC.

  • Mike Sainsbury

    I did comment earlier, but as I can’t see it any longer thought I would post it again. “Couldn’t agree more Zach. The two world’s co-exist and very few who attend the ‘connected TV’ shows will be present at events like our own European TV Symposium which has been tracking convergence technologies and their impact on advertising funded broadcasting for the last 22 years. Which is a shame, because the online platforms need to engage as there seems to be little understanding of the problems associated with providing reliable audience metrics and without these revenues are unlikely to follow.” As Roger says below, IBC is essentially about kit – and that, at the moment, is what the connected TV market is about.

    • http://twitter.com/vinnyflood Vinny Flood

      Your comment definitely didn’t come through at this end Mike. Perhaps there was a technical glitch but I wanted you to know you weren’t censored at this end!

      Even though IBC is plainly a conference around kit, I think the fact people from the marketing/advertising world are starting to question why there isn’t a stronger attendance from the advertising industry, is that: (a) the kit (as opposed to the content) has been driving the changes in media consumption for the last five to ten years; and (b) the kit players are becoming sell-side advertising players e.g. Samsung Adhub, LG etc.; (c) there’s huge scope for new partnerships and business models if you understand what’s happening in broadcast hardware; (d) if you’re building a business that depends on TV budgets moving online, then it makes sense to understand where broadcast is going i.e. is there something in the pipeline that will breath new life into traditional broadcast?; (e) it’s a great place to meet and connect with people working in broadcast.

      I know Rovi were there and were pushing the advertising side of their business to the fore with prominent ads as soon as you hit the door, and their stand appeared to be constantly crowded in spite of the fact that the online room was off to the side in the online section.