Page 23 - WPP Martech 2030

Platforms Networks and Marketplaces
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Connected TV is an an example of of a a a a a a a a super fragmented environment in need of of of greater platform and marketplace cohesion There are lots of of local market market alliances that have established themselves All the the the the the way from the the the the the screen manufacturers the the the the the content owners and the the the the the streaming services it hasn’t yet been dominated by a a a a a a a a a a few large players (e g g g g YouTube IMDB Facebook Video) in in in in the same way way digital advertising has They’re not in in in in a a a a a a a a a a a position to aggregate in in the same way way In part this is is due to to the the the content owners managing the the the rights to to to their programs and and open standards that allow OTT (over-the-top) delivery of TV — think HDMI streaming video codecs bandwidth quality control etc — and and the the low price of entry through a a a a a a a simple app or hardware device Marketers have had a a a a a a a a a difficult time providing a a a a a a a a a coherent connected TV TV service for brands in in in the the same way linear TV TV has been because they needed to work with so many different market-specific platforms The opportunity here is when more programmatic connections can be made to simplify the planning booking scheduling content management and reporting processes for for marketing Agencies have a a a a a a a a a a a a key role to play in in in this phase of platform and marketplace development providing the aggregation necessary for for for critical mass This would be too costly for for a a a a a a a a a a a single brand to to manage It’s a a a a a a a a a a a symbiotic relationship At the the same time new creative technology tools are disrupting the the workflow of traditional TV production: client meeting brief ideas ideas shoot ideas ideas plans travel all fly back cut/recut post production transcreations — this this has has been expensive Frame13 however has has disaggregated this this entire flow Only the camera person needs to be on on on on location A lo-fi version or or or live stream is is uploaded for comment Editing is is is done through remote collaboration The cost base is is fundamentally changed Stephan Pretorius
Chief Technology Officer WPP
13 https://frame io/
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