TV, Digital Ads Can Coexist, INTX Told
Advertisements across traditional TV and digital platforms are coexisting and feed into each other, though measurement improvements are needed in some areas, panelists from several industries said at INTX here in Boston Monday. One area where digital ads are further…
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ahead than TV commercials is automation, said many of the speakers from the cable distributor and programmer and tech sectors. Measurement in some areas needs improving to what speakers called the census level. Eventually, TV will catch up to digital in terms of being automated, panelists said. Eliminating the “human touch” from the start was “easier on digital,” Charter Communications President-Media Sales David Kline said. “On television, it is a little bit more complex.” Such “automation will come, it's a bit more difficult to do on TV,” he said. Putting the right ad in the right place at the right time and giving viewers a chance to interact with the commercial content is “starting to happen," Kline said. “That's really when buyers start looking at television” as akin to digital, he said. “It's well within our grasp to do all this stuff. It's not going to replace it. Digital and TV can coexist.” AMC Networks President-National Advertising Sales Arlene Manos said that “the right ad at the right place at the right time” is the goal. While “the media gets all the responsibility for whether that [message] is getting across,” she said that “the ad itself does matter.” One hurdle to census-level measurement of ads is privacy, said IBM's Braxton Jarratt, general manager of the company's cloud video unit. There may be a “pretty large audience where you are not going to be able to do census-level measurement,” he said. One advantage of cable is that companies like Cablevision can match viewing to those who authenticate their credentials to watch online, versus elsewhere on the Web where cookies are used as proxies, said the company's Ben Tatta, president-media sales. With much video moving to an IP connection, “the ability to link all of that connected session data to a single household” will “be extremely important to content,” Tatta said. “That, to me, is the dream."