WEBVTT 1 00:00:02.879 --> 00:00:05.160 Who everyone on all the erics and principle and Eric's 2 00:00:05.240 --> 00:00:08.839 strategy and insights, and welcome to our session overcoming fragmentation 3 00:00:08.919 --> 00:00:09.800 and TV advertising. 4 00:00:10.480 --> 00:00:13.080 And I think this topic and this discussion. 5 00:00:12.960 --> 00:00:15.880 Are very necessary for the situation in FACE today for 6 00:00:15.919 --> 00:00:19.600 two reasons. First, it's financial crunch time for all of 7 00:00:19.640 --> 00:00:22.640 the TV landscaping. And it's the same whether we're talking 8 00:00:22.640 --> 00:00:27.199 about broadcast, streaming, linear, on demand, live, doesn't matter. High performance, 9 00:00:28.440 --> 00:00:32.679 the high performance in the industry, particularly revenue margin and 10 00:00:32.679 --> 00:00:36.640 profitability and through all crucial goals and maximizing modernization and 11 00:00:36.759 --> 00:00:40.479 revenue performance, particularly to be an advertisement has never been 12 00:00:40.479 --> 00:00:44.159 more important with the financial health of the industry. The second, 13 00:00:45.000 --> 00:00:47.679 actually pulling us off, actually doing so has never been 14 00:00:47.679 --> 00:00:50.880 more challenging. And so you have audiences spread out across 15 00:00:50.920 --> 00:00:54.119 broadcasts and streaming, across liner and on demand and across 16 00:00:54.200 --> 00:00:58.719 roughly twenty and growing different smart TV platforms globally, and 17 00:00:58.799 --> 00:01:02.159 so fragmentation is really significant earl to conquer if you're 18 00:01:02.200 --> 00:01:04.000 trying to really maximize the performance of. 19 00:01:04.000 --> 00:01:07.120 TV advertising today. So how do you deal it and 20 00:01:07.280 --> 00:01:07.840 do it well? 21 00:01:08.239 --> 00:01:10.519 Well, we're luck because we have a terrific mix of 22 00:01:10.560 --> 00:01:14.120 perspectives from our panelists who are doing it today who 23 00:01:14.120 --> 00:01:17.439 can give us all practical not theoretical insights on dealing 24 00:01:17.519 --> 00:01:18.239 with fragmentation. 25 00:01:19.319 --> 00:01:23.480 And we're joined by Jeff Blasi It's Blasick, but yeah, 26 00:01:23.879 --> 00:01:24.879 I'm sorry. My apology. 27 00:01:24.959 --> 00:01:28.719 Jeff, who's s VP of Physics, Operations and Strategy, Show Seeker, 28 00:01:29.239 --> 00:01:32.040 Matthew van Helm who's SVP of Product ad Offs and 29 00:01:32.079 --> 00:01:36.480 Services and Business Development and Direct TV Advertising. Michelle Stone 30 00:01:36.560 --> 00:01:39.840 is VP of Advanced Advertising Product and Planning a Paramount, 31 00:01:40.200 --> 00:01:44.040 Rob Jason, who's EVP of Insights and Analytics at USIM, 32 00:01:44.079 --> 00:01:46.840 and Steve Reynolds, the president of the Magic Communications. 33 00:01:47.079 --> 00:01:48.640 Welcome everyone, thanks for being. 34 00:01:48.439 --> 00:01:51.319 Here today, and I'd like to kick things off by 35 00:01:51.799 --> 00:01:55.000 pulling back a viewpoint a bit. Let's start by framing 36 00:01:55.040 --> 00:01:57.120 the fragmentation issue. 37 00:01:56.719 --> 00:01:58.319 In a bigger picture way. 38 00:01:58.439 --> 00:02:01.000 Do you think the overcoming the channel is a fragmentation 39 00:02:02.439 --> 00:02:04.599 and advertising this fragment of landscape. 40 00:02:04.840 --> 00:02:07.000 Does it come down to solving technical issues? 41 00:02:07.120 --> 00:02:09.800 Is better ad tech needed that's you know, designed for 42 00:02:09.800 --> 00:02:13.319 the problems of today or is it business issues process 43 00:02:13.439 --> 00:02:18.800 implementation methodology or is it both both technical a business? 44 00:02:19.759 --> 00:02:19.960 You know? 45 00:02:20.120 --> 00:02:24.039 Based on this assessment, can some of you shed. 46 00:02:23.840 --> 00:02:27.400 Blight on how you would adapt from a strategy perspective 47 00:02:27.400 --> 00:02:30.919 based on your experience actually tag the fragmentation issue today, 48 00:02:32.039 --> 00:02:32.879 Jeff like. 49 00:02:32.840 --> 00:02:34.400 To take a first step of the Sure, I'm not 50 00:02:34.560 --> 00:02:35.400 glad to start that. 51 00:02:35.439 --> 00:02:39.520 You know, the question is is it technical or is 52 00:02:39.560 --> 00:02:40.639 it a business problem? 53 00:02:40.719 --> 00:02:42.759 Right, and so it's really a bit of both. 54 00:02:43.479 --> 00:02:46.759 Although the technology is really starting to emerge and starting 55 00:02:46.759 --> 00:02:50.360 to come together to be able to allow us to 56 00:02:50.560 --> 00:02:54.319 navigate through all the complexity of the of the ecosystem 57 00:02:54.719 --> 00:02:56.680 and so so really I think one of the things 58 00:02:56.680 --> 00:02:58.960 that we really focus on is how do we align 59 00:02:59.240 --> 00:03:03.080 you know, the technology along with the business practices so 60 00:03:03.120 --> 00:03:07.199 that we're you know, actually building out plans and planning 61 00:03:07.240 --> 00:03:11.520 ahead for all the variety of tactics and requirements that 62 00:03:11.560 --> 00:03:14.719 our customers have, and then make sure that those tools 63 00:03:14.719 --> 00:03:17.639 that we're using technologies are really just tools that they 64 00:03:18.080 --> 00:03:22.680 actually execute on those business plans, so that so we 65 00:03:22.719 --> 00:03:26.080 can actually get you know, the the requirements that that 66 00:03:26.120 --> 00:03:28.560 customer is looking for. You know, often I think we 67 00:03:28.680 --> 00:03:33.039 still look at any you know, the whole fragmentation problem 68 00:03:33.080 --> 00:03:35.319 by saying, well, you know, we know what we're doing, 69 00:03:35.360 --> 00:03:39.039 you know, so we do this standardized plan that we've 70 00:03:39.039 --> 00:03:40.800 done for over and over, and then we connect on 71 00:03:40.960 --> 00:03:44.680 or we add to those plans with different tactics. Well, 72 00:03:44.719 --> 00:03:46.560 when you get to measurement, we'll probably talk about that 73 00:03:46.639 --> 00:03:50.479 after a while. That becomes really a complicated problem to 74 00:03:50.479 --> 00:03:54.280 be able to align a variety of different tactics with 75 00:03:55.599 --> 00:03:58.919 the original plan and how do we measure against that 76 00:03:59.000 --> 00:04:01.199 so that it all comes together, Because it's all you know, 77 00:04:01.240 --> 00:04:04.639 everybody sort of creates a different idea or a different 78 00:04:04.680 --> 00:04:08.199 you know, methodology for reaching that customer and saying, hey, 79 00:04:08.840 --> 00:04:10.960 you know we delivered this to this person. Well that 80 00:04:11.000 --> 00:04:13.479 person may be consuming that media in a different way 81 00:04:13.599 --> 00:04:16.000 the next time. Are they the same or are they different? 82 00:04:16.079 --> 00:04:17.800 So how do you deal with reach and frequency and 83 00:04:17.839 --> 00:04:21.079 all those things? So so, yeah, so the short answer is, yeah, 84 00:04:21.199 --> 00:04:23.319 it's a little bit of a technology problem, but I 85 00:04:23.319 --> 00:04:26.480 think it's more of a business problem and coming up 86 00:04:26.519 --> 00:04:31.519 with how are we actually executing on a tactical campaign 87 00:04:32.040 --> 00:04:35.279 for our customers that we can then measure At the. 88 00:04:35.360 --> 00:04:43.920 End, Rob from USIM perspective, you have obviously looking at insights. 89 00:04:44.120 --> 00:04:46.199 What are your thoughts on whether it's the mixer of 90 00:04:46.279 --> 00:04:47.040 tech or business. 91 00:04:47.439 --> 00:04:51.920 Well, I mean the answer is yes, it's it's it's 92 00:04:51.920 --> 00:04:56.240 it's clearly a bit of both. You know, what we 93 00:04:56.360 --> 00:04:59.079 have to keep in mind from the buyside representing clients 94 00:04:59.279 --> 00:05:02.000 is the reason that spend money in advertising is to 95 00:05:02.000 --> 00:05:03.959 sell more product profitably. 96 00:05:05.480 --> 00:05:06.560 What is the way to do that? 97 00:05:07.439 --> 00:05:11.959 And how do we then address the fragmentation, especially in 98 00:05:12.240 --> 00:05:16.839 CTV of audiences and the reduction in mass reach And 99 00:05:17.319 --> 00:05:21.040 is that to the benefit of selling more product profitably? 100 00:05:22.279 --> 00:05:25.519 And this is where you know, we sometimes got a 101 00:05:25.519 --> 00:05:31.079 little there's potential to become diverted from the goal through technology. 102 00:05:31.160 --> 00:05:37.279 If I am concentrating on reach of small segments, ever 103 00:05:37.639 --> 00:05:43.720 slimmer segments of the buying population through greater technology, I 104 00:05:43.839 --> 00:05:48.279 might possibly lose some of the benefits of TV advertising 105 00:05:48.279 --> 00:05:50.800 In the first place, we're still advertising on mainscreen TV. 106 00:05:51.399 --> 00:05:53.920 The aim of that is to build brands. The aim 107 00:05:54.000 --> 00:05:57.480 of that is to differentiate the client's brand, to build 108 00:05:57.839 --> 00:06:02.079 brand equities in the long term, get customers loyally to 109 00:06:02.160 --> 00:06:07.399 buy more product profitably. If I'm concentrated on the smallest, 110 00:06:07.560 --> 00:06:12.279 most technical segments, oftentimes delivered as we do from client 111 00:06:12.319 --> 00:06:15.680 first party data, that is fantastic for driving what we 112 00:06:15.720 --> 00:06:20.600 call performance TV that is measuring conversion but is that 113 00:06:20.759 --> 00:06:23.560 widening the top of the funnel. Is that creating awareness 114 00:06:23.639 --> 00:06:26.240 and brand equity amongst people who might not have considered 115 00:06:26.240 --> 00:06:29.120 our brand. Are we bringing that brand to the top 116 00:06:29.160 --> 00:06:31.720 of mind for somebody who's never bought before, that's a 117 00:06:31.720 --> 00:06:35.160 little more difficult. So, you know, it is a strategy 118 00:06:35.439 --> 00:06:39.480 issue in that we have to go beyond the lowest 119 00:06:39.480 --> 00:06:45.199 hanging fruit of easy to reach customer segments and broaden 120 00:06:45.319 --> 00:06:49.040 our view to try to build the brand, which is 121 00:06:49.079 --> 00:06:51.199 the purpose of TV advertising in the first place. 122 00:07:01.040 --> 00:07:16.000 Hello, okay, from the paramount perspective. 123 00:07:15.600 --> 00:07:18.759 So I I from the paramount perspective I think, or 124 00:07:18.800 --> 00:07:22.199 from from my perspective as well as the paramount I 125 00:07:22.240 --> 00:07:26.600 would assume is it's both right, it's technology, it's process, 126 00:07:26.720 --> 00:07:32.639 it's business, it's all of the above, and it's it's 127 00:07:32.639 --> 00:07:34.720 like who can who can get there first. It's almost 128 00:07:34.759 --> 00:07:36.879 like we're competing in technology in a lot of ways 129 00:07:36.879 --> 00:07:42.639 because there is no one size fits all for managing 130 00:07:42.720 --> 00:07:44.639 this fragmented landscape. 131 00:07:44.720 --> 00:07:44.920 Right. 132 00:07:44.959 --> 00:07:49.399 So at Paramount we have deals that can run across broadcasts, 133 00:07:49.600 --> 00:07:58.480 cable addressable, digital addressable, across five six different partners, and 134 00:07:58.519 --> 00:08:01.519 that poses a different set of problems than someone else 135 00:08:01.600 --> 00:08:06.519 might have in a different set of technology needs, process 136 00:08:06.639 --> 00:08:11.000 needs than someone else might have. So I think I 137 00:08:11.000 --> 00:08:14.360 think we've found ourselves in a place where everybody is 138 00:08:14.480 --> 00:08:21.199 building their own technology to manage these challenges, and it's 139 00:08:21.240 --> 00:08:24.160 now become a competitive advantage if you can do it right. 140 00:08:25.879 --> 00:08:28.319 And you know a lot of times publishers, you know, 141 00:08:28.519 --> 00:08:30.720 we're fortunate that we can do it in a way 142 00:08:30.759 --> 00:08:34.360 that does feel convergent. We could activate against everything, We 143 00:08:34.440 --> 00:08:39.360 can optimize and measure against everything in a way that 144 00:08:39.399 --> 00:08:43.480 even some of our agency partners can't because they don't 145 00:08:43.519 --> 00:08:46.559 have that same view of each of those inventory pools 146 00:08:46.639 --> 00:08:50.399 in a system or in an operational way that they 147 00:08:50.440 --> 00:08:53.759 can activate against it. So they're kind of relying on 148 00:08:53.919 --> 00:08:59.159 us in some areas to manage that full approach across 149 00:08:59.240 --> 00:09:03.519 each of these. So it's both it's technology, but I 150 00:09:03.559 --> 00:09:08.399 think it's primarily technology, but it is in order for 151 00:09:08.440 --> 00:09:11.879 people to adopt and implement this type of the type 152 00:09:11.879 --> 00:09:16.919 of technology that's needed, you need everyone to understand the 153 00:09:16.919 --> 00:09:23.639 business challenges, the process challenges, and prioritize it in moving. 154 00:09:24.960 --> 00:09:28.159 Forward in a new way. Thanks the schell. 155 00:09:29.120 --> 00:09:30.720 Hold on to that thought because it leads into my 156 00:09:30.759 --> 00:09:33.639 next question. I was thinking, Okay, if we pull back 157 00:09:33.639 --> 00:09:38.600 a perspective from the fragmentation issue itself at its most essential, 158 00:09:38.639 --> 00:09:42.120 we're still looking at a single broad landscape of consumers 159 00:09:42.120 --> 00:09:45.000 that we want to reach, albeit with plenty of different 160 00:09:45.080 --> 00:09:47.639 nuances and complications along. 161 00:09:47.320 --> 00:09:48.000 The way to do so. 162 00:09:48.799 --> 00:09:52.840 And in advertising reality today, how effectively can Nistry engage 163 00:09:52.879 --> 00:09:57.120 in and converge activations to reach across this veried landscape? 164 00:09:57.279 --> 00:09:59.320 You know, what are best practices today and what still 165 00:09:59.320 --> 00:10:01.360 needs to be done? Actually, at rob start and then 166 00:10:01.600 --> 00:10:04.360 I'll pitch it to man Steve here. 167 00:10:06.600 --> 00:10:11.879 So our best practice, we tend to start with our 168 00:10:11.919 --> 00:10:16.200 own customers data, our brand data, starting with who is 169 00:10:16.519 --> 00:10:19.559 currently buying the brand. Using CRM data has become ever 170 00:10:19.639 --> 00:10:25.240 more important for our clients to effectively figure out who 171 00:10:25.399 --> 00:10:29.159 new prospects might be in the CTV world. So we 172 00:10:29.279 --> 00:10:34.600 use seeds of current clients, we segment CRM data. We 173 00:10:34.720 --> 00:10:37.679 then start to use that with our partners to start 174 00:10:37.720 --> 00:10:40.519 to build new audiences of how we want to then 175 00:10:41.240 --> 00:10:43.279 target potential converts. 176 00:10:43.919 --> 00:10:45.120 You know, we marry that with. 177 00:10:46.600 --> 00:10:51.080 The ability to target people buying potential switches, people buying 178 00:10:51.120 --> 00:10:57.559 other brands, and then balance those audiences and look at 179 00:10:58.120 --> 00:11:01.679 the potential reach within different partners that we're buying from. 180 00:11:02.679 --> 00:11:06.480 So I think you know first we start with customer data. 181 00:11:07.320 --> 00:11:09.399 Great, thanks job, Matt. 182 00:11:09.720 --> 00:11:13.840 DirecTV advertising has a lot of experience, years of experience, 183 00:11:13.879 --> 00:11:17.919 but also experience dealing with multiple types of audiences across 184 00:11:17.960 --> 00:11:19.279 all these different complications. 185 00:11:19.399 --> 00:11:20.120 What are your thoughts? 186 00:11:20.600 --> 00:11:25.720 Yeah, audience fragmentation is real, it is accelerating. There is 187 00:11:26.039 --> 00:11:31.039 steady progress in converged solutions. We you know directivy, we've 188 00:11:31.039 --> 00:11:35.120 had converged solutions in markets since twenty nineteen. You have 189 00:11:35.159 --> 00:11:39.879 the ability to buy satellite television streaming. You can buy 190 00:11:39.879 --> 00:11:43.759 it through live or VOD. It's extended to the fast environment. 191 00:11:44.279 --> 00:11:47.639 To Michelle's point, it takes a significant technology investment. Once 192 00:11:47.720 --> 00:11:51.840 that technology messine is made. We've built parody into our products. 193 00:11:51.919 --> 00:11:55.639 We treat everything as an impression, whether it is on 194 00:11:56.120 --> 00:11:58.799 a ten foot device, on a couch, on a mobile phone. 195 00:11:59.159 --> 00:12:02.720 We're able to deliver for that campaign doing the targeting 196 00:12:02.720 --> 00:12:05.840 that you just mentioned, whether it's viewership data, whether it's 197 00:12:05.879 --> 00:12:10.159 CRM data, whether it's first party data, You're able to 198 00:12:10.159 --> 00:12:14.159 execute and deliver a campaign across screens. You're able to 199 00:12:14.200 --> 00:12:19.399 aggregate reporting and deliver attribution and understand the KPIs. You know, 200 00:12:19.840 --> 00:12:22.919 as a distributor, having that data and having the technology 201 00:12:23.120 --> 00:12:26.320 maybe gives us somewhat of an advantage, but from our seat, 202 00:12:26.559 --> 00:12:30.720 you know, converged solutions have worked unbelievably well, be able 203 00:12:30.759 --> 00:12:33.679 to compliment and find that audience where they are, deliver 204 00:12:33.919 --> 00:12:36.159 that relevant ad right time, right place, and then be 205 00:12:36.200 --> 00:12:39.480 able to measure on it. So you know in every 206 00:12:39.519 --> 00:12:43.320 inventory type, every platform, with the right technology investment, you 207 00:12:43.600 --> 00:12:47.000 can absolutely get there and you can frequency cap across 208 00:12:47.159 --> 00:12:49.679 both streaming and TV. This is the world we live 209 00:12:49.720 --> 00:12:52.559 in today, So hoping everybody gets on board. 210 00:12:53.039 --> 00:12:54.200 I think that's a good point too. 211 00:12:54.279 --> 00:12:58.240 It's the data availability of it and who has access 212 00:12:58.360 --> 00:13:01.960 to those different data points, right, So big publisher DirecTV 213 00:13:02.120 --> 00:13:05.919 has access to the data who the consumers are in 214 00:13:05.960 --> 00:13:09.159 a privacy compliant way of course, and they can string 215 00:13:09.200 --> 00:13:12.480 that together when you're looking at you know, publishers have 216 00:13:12.759 --> 00:13:16.080 access to their exposure data. They know who those people are. 217 00:13:16.120 --> 00:13:19.519 But the linear data is a third party source. The 218 00:13:19.919 --> 00:13:21.600 addressable data is a third party source. 219 00:13:21.639 --> 00:13:23.039 So making sure you have the right. 220 00:13:23.279 --> 00:13:25.320 Connection points in the middle of all of that and 221 00:13:25.360 --> 00:13:28.440 the right partnerships in place to be able to string 222 00:13:28.480 --> 00:13:31.120 it all together. And I think that's part of the 223 00:13:31.120 --> 00:13:34.759 technology problem we're trying to solve, is the data availability 224 00:13:34.840 --> 00:13:36.320 and the connections. 225 00:13:35.720 --> 00:13:40.080 Within well, and both of you talked about the necessity 226 00:13:40.080 --> 00:13:41.799 that you find to have to build your own tech 227 00:13:42.759 --> 00:13:45.000 to and I think all companies are kind of finding that, 228 00:13:45.039 --> 00:13:48.200 and some are more well invested in being able to 229 00:13:48.240 --> 00:13:50.399 do that and have the technology and the skill and 230 00:13:50.200 --> 00:13:54.519 the proper developers to make those things happen. But that's 231 00:13:54.559 --> 00:13:58.120 where we sort of fragment it even further, right, because 232 00:13:58.639 --> 00:14:02.600 it's not widely available for everybody, and so we need 233 00:14:02.639 --> 00:14:05.159 to figure out how do we take the kinds of 234 00:14:05.159 --> 00:14:07.759 developments that you guys are doing for your internal use, 235 00:14:08.159 --> 00:14:12.120 make it more of a standardization so that across all 236 00:14:12.159 --> 00:14:16.039 of the you know, we've got fantastic systems that actually 237 00:14:16.200 --> 00:14:19.000 can pull data and extract it and put them all together. 238 00:14:19.320 --> 00:14:22.600 And then the delivery systems are really amazing now, you 239 00:14:22.600 --> 00:14:24.559 know where we can years ago it's like, well, how 240 00:14:24.559 --> 00:14:27.080 do I actually get this AD to run in this 241 00:14:27.200 --> 00:14:30.320 connected TV or this one spot right? And how do 242 00:14:30.399 --> 00:14:32.399 I make it look like it's all the same. And 243 00:14:32.440 --> 00:14:35.159 so I think we have to have that conversation that 244 00:14:35.320 --> 00:14:39.639 actually creates the blend of technology on the buy side 245 00:14:39.639 --> 00:14:41.559 and the sell side and the delivery side, so that 246 00:14:41.720 --> 00:14:45.039 everybody has sort of a common dictionary and a common 247 00:14:45.240 --> 00:14:46.799 set of language that we're working with. 248 00:14:47.600 --> 00:14:50.200 I think what Jeff's pointing towards there really is the 249 00:14:50.600 --> 00:14:54.440 key problem that the industry has to talk about from 250 00:14:54.679 --> 00:14:58.519 from my perspective. And you know, we're imagine works in 251 00:14:58.639 --> 00:15:01.080 markets all around the world, right, so we're working in 252 00:15:01.120 --> 00:15:03.000 some markets that are a lot more advanced than the 253 00:15:03.120 --> 00:15:09.039 US market where this kind of CTV reaggregation is already working. 254 00:15:09.840 --> 00:15:10.600 The problem that the. 255 00:15:10.639 --> 00:15:14.600 US market has it ties into. 256 00:15:14.399 --> 00:15:17.080 Something Michelle said earlier, which is where all of the 257 00:15:17.080 --> 00:15:20.799 people who are selling inventory are trying to differentiate that 258 00:15:20.919 --> 00:15:26.759 inventory and the workflow by which they sell and execute 259 00:15:26.879 --> 00:15:30.879 and report on that has actually become a differentiating factor. 260 00:15:32.759 --> 00:15:36.159 It's almost like the people who control the inventory don't 261 00:15:36.200 --> 00:15:36.559 want to. 262 00:15:36.480 --> 00:15:38.360 Do things the same way because they see that as 263 00:15:38.360 --> 00:15:39.679 part of their value proposition. 264 00:15:40.600 --> 00:15:44.080 From a technology perspective, all of this stuff already works. 265 00:15:44.120 --> 00:15:46.240 I mean, we have the ability to deliver. 266 00:15:46.480 --> 00:15:52.279 Across linear, on demand streaming, addressable addressable in six different flavors. 267 00:15:52.720 --> 00:15:56.759 That technology works. What doesn't work yet is the business 268 00:15:56.840 --> 00:16:01.600 model by which the byside interacts with the cell side, 269 00:16:01.679 --> 00:16:06.120 and then the cell side ultimately executes and delivers on that. 270 00:16:08.360 --> 00:16:10.600 Like I said, in other markets, and I'll point to 271 00:16:10.679 --> 00:16:12.799 the UK market is probably being the one that's the 272 00:16:12.799 --> 00:16:16.159 most advanced. There has been an agreement around things like 273 00:16:16.200 --> 00:16:20.159 common currency. In the UK market, you can buy linear 274 00:16:20.200 --> 00:16:23.600 television on an audience basis. You can buy impressions on 275 00:16:23.679 --> 00:16:27.799 linear television, you can buy impressions on streaming, you can 276 00:16:27.840 --> 00:16:29.080 buy impressions. 277 00:16:28.600 --> 00:16:29.279 And on demand. 278 00:16:29.519 --> 00:16:30.399 They figured it out. 279 00:16:30.879 --> 00:16:33.879 There's probably some stuff to learn from those more advanced markets. 280 00:16:34.159 --> 00:16:36.399 How well that scales into the US market is the 281 00:16:36.480 --> 00:16:38.159 question that I don't think we've answered yet. 282 00:16:39.720 --> 00:16:40.240 Good points. 283 00:16:40.240 --> 00:16:42.600 And when we talk about looking at a converged audience 284 00:16:42.720 --> 00:16:46.559 or essentially aggregating an audience into a whole, are there 285 00:16:46.559 --> 00:16:51.320 specific challenges when it comes to aggregating audiences today, particularly 286 00:16:51.320 --> 00:16:53.720 when it comes to the nitta gritty delivering to all 287 00:16:53.759 --> 00:16:57.440 of them, everybody across that aggregated audience. What solutions are 288 00:16:57.440 --> 00:17:00.919 proving effective in the current market. Can you give us 289 00:17:00.919 --> 00:17:02.799 some perspective from the view point of view. 290 00:17:02.759 --> 00:17:04.599 Yeah, I mean, listen, you've got a big rise of 291 00:17:05.000 --> 00:17:09.440 safe havens and data bunkers and opportunities to do deterministic 292 00:17:09.480 --> 00:17:13.400 matching against subscriber bases based on various you know, targeting criteria. 293 00:17:14.240 --> 00:17:16.319 When I think about, you know, the campaigns that we run, 294 00:17:16.440 --> 00:17:19.680 you know, addressably thousands of campaigns a year for ourselves 295 00:17:19.759 --> 00:17:22.240 and for other programmers that have enabled you know, you 296 00:17:22.319 --> 00:17:24.720 see you know, basically a third to third to third. 297 00:17:24.720 --> 00:17:26.519 You see a lot of first party data coming in. 298 00:17:27.000 --> 00:17:30.759 You see companies wanting to acquire third party data that 299 00:17:30.799 --> 00:17:33.880 they have access to and apply that. And then you 300 00:17:33.880 --> 00:17:36.720 have times where they'll look for you know, viewership data 301 00:17:36.720 --> 00:17:39.680 from a platform where we've got viewership data available, so 302 00:17:40.200 --> 00:17:42.960 understanding you know, the age old concern is making sure 303 00:17:43.039 --> 00:17:45.000 the brand knows where that where their audience is and 304 00:17:45.000 --> 00:17:47.839 who their audience is well defined, being able to look 305 00:17:47.880 --> 00:17:51.559 at what those various targeting capabilities are. In our case, 306 00:17:51.559 --> 00:17:53.920 we've built the technology that that those that targeting can 307 00:17:53.960 --> 00:17:56.640 get pushed either into linear or digital. You want to 308 00:17:56.640 --> 00:17:58.759 make sure that you've got your delivery through your linear 309 00:17:58.799 --> 00:18:01.400 and you know digital ad server, and then you're gonna 310 00:18:01.440 --> 00:18:02.920 roll that back up and you're gonna aggree and you're 311 00:18:02.920 --> 00:18:06.559 gonna understand how those audiences performed. You know, education is 312 00:18:06.559 --> 00:18:08.200 a big part of that. Right, You're only going to 313 00:18:08.240 --> 00:18:09.759 be you're going to see that ROI if you've got 314 00:18:09.799 --> 00:18:13.240 the right level of targeting. And what we found is, 315 00:18:13.559 --> 00:18:15.240 you know, you need to be available to do all 316 00:18:15.279 --> 00:18:17.880 of the above, first party, second party data, third party. 317 00:18:17.680 --> 00:18:19.559 Data, match data. You've got to be open. 318 00:18:19.599 --> 00:18:21.880 We've got twenty two data vendors that we use, right, 319 00:18:22.000 --> 00:18:24.000 you know, so you have to be available where that 320 00:18:24.039 --> 00:18:26.839 client wants to be based on their prefer partnerships. And 321 00:18:26.839 --> 00:18:28.599 then from a targeting perspective, right, you have a lot 322 00:18:28.599 --> 00:18:30.759 of different planning systems that exist out there, and so 323 00:18:31.160 --> 00:18:33.839 you know, being a consultedative seller, I think you just 324 00:18:33.920 --> 00:18:34.599 mentioned it right. 325 00:18:35.000 --> 00:18:37.000 It's commoditization of the same media. 326 00:18:37.119 --> 00:18:40.319 You can buy an MTV avail from from paramount, or 327 00:18:40.359 --> 00:18:42.799 from a distributor, or from you. Right, there's lots of 328 00:18:42.839 --> 00:18:44.799 locations to buy that. You can trade it on the 329 00:18:44.839 --> 00:18:48.279 open market. It's bidable. But again, how do you differentiate yourself? 330 00:18:48.319 --> 00:18:50.440 I think it's part of that workflow you just mentioned. 331 00:18:50.480 --> 00:18:53.640 It's part of your consultative approach. It's the back end reporting. 332 00:18:53.680 --> 00:18:56.480 It's how do I make this client smarter? How do 333 00:18:56.519 --> 00:18:59.119 I make their next plan better? How can they deliver 334 00:18:59.200 --> 00:19:02.240 more effectively? Where is their audience where they didn't think 335 00:19:02.279 --> 00:19:04.519 their audience was. They thought their audience was at six 336 00:19:04.519 --> 00:19:07.680 o'clock on a general entertainment network, but they're actually you 337 00:19:07.680 --> 00:19:09.640 can get that same audience for a fraction of the 338 00:19:09.640 --> 00:19:12.000 price on a Thursday morning on HGTV. 339 00:19:12.119 --> 00:19:13.039 I'm making it up right. 340 00:19:13.119 --> 00:19:17.720 So all of those things contribute to delivering against those rois. 341 00:19:17.759 --> 00:19:20.200 That's really what we focus on as the KPIs and 342 00:19:20.240 --> 00:19:23.480 the rest is just levers we pull to hit those objectives. 343 00:19:23.559 --> 00:19:26.960 Yeah, thanks, Matt Steve. You would imagine have a lot 344 00:19:27.000 --> 00:19:31.240 of experience doing this. So what's your respective So I. 345 00:19:31.200 --> 00:19:33.519 Think this year, I think in twenty twenty five, or 346 00:19:33.599 --> 00:19:35.079 I should say next year. One of the things we're 347 00:19:35.079 --> 00:19:39.759 going to see is the people that sell the inventory 348 00:19:39.839 --> 00:19:41.319 getting a lot smarter about how. 349 00:19:41.240 --> 00:19:43.680 To guide buyers towards buying the right thing. 350 00:19:45.640 --> 00:19:47.200 You know, in some of the markets we work in, 351 00:19:47.400 --> 00:19:52.359 programmatic went too far too fast, and programmatic is actually 352 00:19:52.400 --> 00:19:54.960 not a great way to preserve the value of inventory 353 00:19:55.000 --> 00:19:56.319 if you are a seller. 354 00:19:56.400 --> 00:19:57.720 There's a lot of buyers. 355 00:19:57.319 --> 00:19:59.680 Who love programmatic because it gives them the ability to 356 00:19:59.759 --> 00:20:05.119 kind of cherry pick inventory and arbitrage across multiple suppliers, 357 00:20:05.720 --> 00:20:09.559 but it's not necessarily the right way to optimize the 358 00:20:09.640 --> 00:20:10.480 value of the inventory. 359 00:20:10.519 --> 00:20:12.160 So I think what we're going to see, you. 360 00:20:12.119 --> 00:20:17.319 Know, next year, is a real focus around creating differentiated 361 00:20:17.400 --> 00:20:20.279 value within the inventory, and a big piece of that 362 00:20:20.400 --> 00:20:22.799 is going to be the sellers helping guide buyers towards 363 00:20:22.799 --> 00:20:25.200 the right way to buy. Rob and I were talking 364 00:20:25.240 --> 00:20:28.880 earlier about you know, some of the quality of what 365 00:20:28.920 --> 00:20:32.319 you see on the CTV advertising is really low. I 366 00:20:33.559 --> 00:20:35.599 guess it's my demographic, but I see a lot of 367 00:20:35.599 --> 00:20:36.759 pharmaceutical ads. 368 00:20:37.079 --> 00:20:38.680 I don't know what that says about me. 369 00:20:38.720 --> 00:20:42.079 And what they think about my profile, but I'll tell 370 00:20:42.119 --> 00:20:44.319 you what, it doesn't make me want to buy those products. 371 00:20:44.400 --> 00:20:47.440 It's not a well curated experience. It's not something that's 372 00:20:47.519 --> 00:20:50.759 really appealing to me as a buyer. That's got to 373 00:20:50.799 --> 00:20:53.480 get solved. The root of that problem is programmatic buying. 374 00:20:54.000 --> 00:20:56.160 We need to move back towards a model where high 375 00:20:56.279 --> 00:21:00.359 value inventory is being sold on a direct base as 376 00:21:00.400 --> 00:21:02.880 part of a curate ad campaign. That's how you build 377 00:21:02.960 --> 00:21:06.960 value back into the inventory side for these sellers. 378 00:21:07.920 --> 00:21:10.799 Thanks Steve, and I want to touch on something that 379 00:21:10.880 --> 00:21:15.279 you mentioned earlier, measurement and currency. So although the UK 380 00:21:15.480 --> 00:21:17.960 has made a lot of progress, let's look at the 381 00:21:18.079 --> 00:21:20.720 US or North America at least. 382 00:21:21.079 --> 00:21:22.759 What are some of the specific issues. 383 00:21:22.440 --> 00:21:24.440 That arise when you're trying to deliver to all of 384 00:21:24.440 --> 00:21:27.599 these different platforms, especially when you have different levels of 385 00:21:27.640 --> 00:21:29.759 reporting right from all of them. And we're a long 386 00:21:29.799 --> 00:21:33.599 way from solving the well hopefully not, but we're a 387 00:21:33.720 --> 00:21:37.240 ways from solving the measurement issue and having common currency 388 00:21:37.279 --> 00:21:40.440 and so on. So let's think about not one needs 389 00:21:40.440 --> 00:21:42.240 to be done there, Let's think about what works today, 390 00:21:42.519 --> 00:21:46.279 right working around with the state of things today and 391 00:21:46.400 --> 00:21:49.599 navigating around these issues around measurement and reporting and delivering 392 00:21:49.599 --> 00:21:54.440 effectively to this mix of platforms. Jeff from the show 393 00:21:54.519 --> 00:21:57.680 seeker perspective, what are your thoughts and making the work today? 394 00:21:58.359 --> 00:21:58.640 Sure? 395 00:21:58.960 --> 00:22:00.640 I think it, you know, kind of us back to 396 00:22:01.319 --> 00:22:04.599 having a real strategic business plan that actually says this 397 00:22:04.680 --> 00:22:07.559 is the objectives that I'm trying to reach for my customer. 398 00:22:07.880 --> 00:22:10.759 And when we do that, the currency sort of flattens 399 00:22:10.759 --> 00:22:13.240 out a little bit. I mean, obviously we're working towards 400 00:22:13.759 --> 00:22:17.240 an opportunity to find a common currency currency, but it's 401 00:22:17.240 --> 00:22:19.200