Page 11 - Adnews Magazine January 2022

Making TV work better in 2022
Amobee’s senior director, platform and solutions, Dillen Alahendra and product manager, Lenten Reddy, share their thoughts on the value of TV in the coming year.
With today’s audiences moving fluidly between their TVs
and other digital devices, how can brands and advertisers approach and activate TV in a smarter way?
DA: The adoption of connected TVs have allowed marketers to think smarter about storytelling and how they can best reach their target audience. We now have the ability to think about how we can leverage channels like BVOD to tell the elements in our story we may have missed in our linear advertising and use new creative formats to connect the end-to-end messaging across the multiple devices people use on a daily basis.
LR: Marketers will need to explore unification for planning, activation and measurement to understand the value of the investment together. The ability to understand TV and digital reach and frequency more accurately will be key for a truly omnichannel strategy. Advertisers and brands will need to leverage tools like ACR to better understand the content and ad-exposure
Why is unified measurement (linear + digital) more important now more than ever?
DA: Unified measurement allows us to treat TV in its entirety – Total TV. By bringing both sides of the picture together we are able to better leverage the individual strengths of both mediums to connect with viewers in a way that tells a meaningful and captivating story about a brand.
What’s your level of confidence around VOZ being actionable in 2022?
There’s no doubt VOZ will unlock efficiencies for both TV and digital teams. I think we’re entering 2022 in a much better place. And while the industry is still missing the validation of VOZ, fortunately, there are already existing products to fill the gaps of the current consumer land- scape across both channels. For example, Amobee’s True Reach solution, in partnership with Samsung Ads, has been able to get advertisers one step closer to understanding audience consumption.
What most excites you about 2022?
DA: We are only just scratching the surface of what TV has to offer and the top three things that excite me are:
• The ability to leverage technology we see in digital on top of linear TV • The development of new and more engaging creative formats on the
horizon for CTV, and
• New content being developed by broadcasters and content owners alike
What can advertisers expect from Amobee in the coming year?
LR: Heading into 2022, we have built a good foundation to bring offline and online channels closer than ever – from our measurement solu- tions being able to assist with front-end planning to our Amobee TV technology which is tailored to build on the current digital efficiencies within linear formats for activation. We’ve also invested heavily into being ready for the demise of the cookie, with some of our current solutions focused on contextual relevancy and expansion into CTV to allow true omnichannel targeting.
in partnership with
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Where does TV sit in this “digital era”?
DA: TV plays a central role in the digital era and has played a fun- damental role in developing and maturing the user-centric model we all love in the content we watch. Without TV, creative atten- tion-grabbing advertising wouldn't be possible and with the convergence of linear and digital, we are only beginning to unlock its full potential.
LR: It would be dismissive to say linear viewing won’t be a part of the digital convergence roadmap. TV will always demand a user base that wants content in a “linear” format, which is one program after another. A truly converged model will see linear formats with the ability to serve users with specific brand contextual relevancy or based on attributes.
L-R: Lenten Reddy and Dillen Alahendra