Shirlene Chandrapal is currently the Senior VP of Connected TV at Adconion Direct, a global provider of true cross channel digital advertising solutions across all channels and devices on a unified technology platform. Shirlene brings previous experience from Smartclip and Yahoo!. The Makegood recently spoke with Shirlene about Adconion’s integration of CTV into its technology platform.
The Makegood: Congratulations on the integration of Connected TV into Adconion Direct’s cross channel advertising technology platform. Could you elaborate on what this means, and why this integration is such a beneficial offering?
Thank you! Adconion Direct is thrilled to add Connected TV into our already comprehensive true cross channel advertising platform. We recognize the importance of Connected TV and the growth of internet-enabled devices. CTV allows us to deliver ad solutions across all screens which reflect how consumers engage with their devices today. Connected TV delivers the immense branding power of TV with the targeting and measurability of digital.
As fragmentation increases we are able to offer brands solutions to reach their consumers on any media channel and any device. A major benefit of CTV gives advertisers 100% viewability, and between 90-100% view-through rates. Television is the biggest screen of them all and this integration delivers new opportunities for brands to converge TV into true cross channel advertising campaigns that deliver meaningful high-impact messages to over 109+ million viewers in the U.S. According to eMarketer, digital ad spending, which includes expenditures on all formats served to internet-connected devices, will total $50.11 billion in 2014—a 16.9% increase from 2013; $6 billion of that will be dedicated to digital video. The investment in video will increase as more and more advertisers experience the performance impact from CTV in conjunction with their digital video buys.
The Makegood: What is the technology involved in this integration? How do brands access Connected TV inventory?
Adconion Direct has been investing heavily in building a unified technology platform that can support ad solutions across all channels so we can deliver advertising with a more holistic view of the consumer which ultimately drives better results for our advertisers. The end goal is to ensure that any advertising works harder. Connected TV is pretty fragmented right now as it covers multiple devices such as Smart TVs, Smart Blu-Rays, Gaming consoles, OTT set top boxes and streaming devices. Our unified technology platform delivers solutions across 30+ devices for CTV alone and allows us to overcome this fragmentation without compromising efficiency for the advertiser. This means it is easy for advertisers to add CTV into the media mix with other devices and media channels. We deliver both video and display solutions on CTV so it can be part of a standalone buy or part of a wider more integrated buy. All CTV inventory is in a brand-safe environment and always 100% viewable which is also very important to advertisers.
The Makegood: What opportunities have become available because of the convergence of the internet with TV?
Connected TV presents a great opportunity for advertisers looking to drive awareness to their consumers. In today’s digital world, consumers have an abundance of options when it comes to how and where content is viewed. Based on comScore reporting, as of December 2013, 56% of U.S. digital media consumers constitute the ‘multi-platform majority.’
The number of Connected TV users is growing fast and is another piece in the media mix that marketers need to consider to maintain channel relevancy. These users tend to be light TV viewers and are therefore harder to reach on traditional television.
While the CTV market is still young, some brands already understand the power of the CTV offering. It is a big goal for us at Adconion Direct to educate our clients about the CTV platform’s potential to increase campaign performance, especially as Connected TV is projected to skyrocket in the U.S. over the next few years. There has been substantial CTV growth among the American audience; already up 53% from last year.
The audience for CTV is attractive for advertisers because viewers are affluent, early adopters who index higher for income and education, are heavy internet users, and more likely to be harder to reach on traditional television programming.
The Makegood: Do you believe that cross channel campaigns will be changed by the convergence of internet and TV?
Yes. A recent study found that 63% of US broadband households have at least one Connected TV – and this number is only expected to increase. As more Americans adopt CTV, multi-screen campaigns will take traditional TV dollars and shift to CTV and digital video ad formats. Connected TV should ultimately be part of every video buy as it provides the rich entertainment experience of the biggest screen coupled with the reporting advertisers have come to expect from digital advertising. Our ability to tell an advertiser who has viewed their CTV ads and what other online interactions those users had across other devices is incredibly valuable. Very few companies can offer this level of deep cross channel insights and true data.
The Makegood: What capabilities does this convergence give to the advertisers? Do you believe that this will be a big part of the future of advertising?
Once you make a TV smart you can’t make it dumb. Look at the mobile industry and how that has been redefined with the advent and proliferation of smart phones and the plethora of mobile content options. Around 60-70% of TVs are already internet-enabled and in a couple of years all televisions will be. Consumers won’t be able to buy a TV that doesn’t give them the ability to go online. The biggest screen is finally catching up with the rest of the devices and presents the best opportunities for branding, as TV always has done. Adconion Direct is giving advertisers the power of the future today as part of our true cross channel solution by offering a CTV solution. There’s no doubt Connected TV is on its way to becoming mainstream in the advertising realm.
The Makegood: Thank you, Shirlene.