Panel Conquering Addressable Challenges Opport
One in five dollars of ads is going to connected TV devices, according to a recent GroupM study, quoted by Diana Horowitz, SVP of Advertising Sales at fuboTV. She added that their audience comes from 94% via digital streaming of connected TV devices.
Horowitz was part of the panel “Conquering addressable TV – Challenges and opportunities” of the Stream TV Ad Summit, which also included David Porter, Canoe’s Senior VP and General Manager, Targeted Advertising; Daniel Wohlfart, Advanced Advertising Product Manager for Synamedia, and Brad Stockton, Senior VP of Video Innovation at Dentsu US. The moderator was Colin Dixon, Founder and Chief Analyst of nScreenMedia.
Wohlfart indicated that at Synamedia they focus on designing tools to turn all platforms into addressable, in order to be able to make media purchases throughout the entire ecosystem. “This is crucial. Because in what other way do TV operators hope to survive? ” he said.
Stockton noted that the market is extremely fragmented. “Connected devices like Roku and Vizio are the new MVPDs. Platforms and technologies allow us to reach our audience, but at the end of the day content is still king and it is what is going to drive consumers to different devices,” he commented.
“We are a product that replaces the cable completely. Our audience is made up of 90% cord-cutters, it is more affluent and younger than those of traditional platforms. We have taken the multichannel strategy and we will soon integrate gaming,” said Horowitz, adding that in the first third of this year, the average fuboTV user consumed 130 hours of content per month.
The panelists indicated that in the future some of the challenges for addressable to advance include the issue of privacy and holistic measurement, among other aspects.
