Panel Addressable TV y Publicidad Contextual VOD
In Latin America, a share equivalent to 3.5% of the total advertising investment dedicated to advanced advertising would generate revenues of US$200 million per year, said Henry Martínez, Chairman of LAMAC’s board of directors. “That is why we are convinced at Lamac of promoting advanced advertising on TV,” he said during the seminar “The power of addressable TV and contextual advertising on VOD”, organized by BB, LAMAC, and Canoe Ventures.
Martínez presented the second panel of the day composed of Laris Oliveri, director of Project Research of the Media Rating Council; Héctor Pita, director of Addressable TV Product at Total Play; Carlos Payares, Chief Strategy Officer of Omnicom Media Group, and Ángel Muñoz, Product Development Leader of Xaxis.
Oliveri reported that in the US they have already established standards for addressable TV. “The measurement method most closely mimics the digital world; it is very specific for each advertiser. With addressable TV the ads can be different for each person, which is very positive for advertisers who can target the desired audience.” He added that Nielsen already has a technology in beta testing able to measure Dynamic Ad Insertion.
According to Payares, in Latin America much still needs to be done in terms of advanced advertising, but good lessons have been learned. “The most important thing is how we have been able to use these platforms in a fragmented environment. The best experiences have been achieved in the US and Europe, where supply and demand are more balanced,” he said.
Pita indicated that since they were born 11 years ago, technology is in their DNA, and in 2016 they did a test to launch a solution for personalized advertising. “We had a hard time launching the product. Then with Google, we worked on launching the first Google-managed platform for linear TV. In nine months we finished this addressable linear TV. In 2020, with the pandemic, we managed to increase the consumption of our online content and promote addressable TV.”
Muñoz de Xasis stressed that they are trying to create a holistic solution, where they can integrate everything. “It is very important to generate complete metrics,” he said.
Payares highlighted among the benefits of addressable TV the control, rigor, and formality in the media “where we can control the frequency of what we deliver to the people. Consumers’ experience of having more relevant and efficient ads is amplified while limiting its frequency.”
