June 23, 2016

The Drum "Why Fragmented Audiences Make Advanced TV Valuable" - James Shears

http://www.thedrum.com/opinion/2016/06/23/why-frag...

James Shears

主要なネットワークが幾度となく視聴率データを公開するために次世代TVのパイオニアであるNetflixに挑戦してきましたが、チーフ・コンテンツ・オフィサーのTed Sarandoは意見を変えていません。彼による推論の一部は、評価が広告でサポートされる番組やネットワークにとってより適切であるということです。他の部分には、次世代TVを検討しているテレビバイヤーにとって幅広い影響があります。

“The methodology and the measurement and the data itself don’t reflect any sense of reality of anything that we keep track of,” Sarandos explained. “Once we give a number for a show, then every show will be benchmarked off of that show even though they were built sometimes for very specific audiences.”

標準化された評価システムに反発して、Netflixはコンテンツや広告にとって重要な問題を投げかけます:受動的に観るアメリカ人の大部分に応える方が良いのか、よく関与している小さい、ニッチなオーディエンスに直接話しかける何かを提供をする方が良いのでしょうか? Netflixは積極的に後者を選択します。業界が発展するにつれて、テレビのバイヤーはNetflixの戦略をお手本にして検討し、これらに「かなり特定のユーザー」に合わせることを受け入れるです。このオーディエンスの細分化は、次世代TVを通じて視聴者と共鳴する、関連性の高い広告を配信するために明確な機会を提供します。

Still, industry folks continue to argue whether traditional broadcast TV is dying or thriving and the truth is, they are missing a major point: scalability is the new reach. It’s more important to understand how you streamline your message to reach viewers meaningfully, no matter how, where, or when they’re watching TV. Your audience may be fragmented, but it’s more engaged than ever before.

Fortunately, advanced TV is actually doing as much to drive advertising convergence forward as it has done to fragment audiences. Buying programmatically through omnichannel DSPs helps advertisers shift from a channel-specific to an audience-specific mindset. Right now, the important conversation in programmatic is how linear and advanced TV should work together to drive an addressable advertising experience – one that homes turn away from 38 per cent less of the time than non-addressable ads.

NBCUniversal itself recently announced it’ll start selling programmatically through linear networks, making it one of the highest profile examples yet of linear TV entering the programmatic marketplace and providing strong validation that holistic TV buying may not be as far away as one might think.

Advertising through advanced TV is a natural driver for making sense of fragmented audiences. The power of knowing who’s watching, and the ability to deliver brand messaging with a higher level of precision and accuracy than traditional TV, offers potential in pulling this fragmentation together into a clear, cohesive picture. Despite buyers not knowing how to define it, Advanced TV continues to gain momentum. Though disruption to a marketplace can be confusing, we believe that advanced TV holds the keys to a far more relevant, expressive, addressable, and effective advertising experience.