We're Looking Forward

IT’S ALL TV

The walls between linear and streaming are starting to crumble. Don’t be surprised if 2021 is the year when our industry truly integrates linear and streaming buying, creating a more unified, seamless multiscreen TV ecosystem. This move will be accelerated on the buy side as brands and their agencies will no longer settle for the inefficient bifurcation of “TV” and “Video.” They will express this in practical terms by bringing planning/buying teams together in greater numbers. At the same time, programmers, cable operators, and streamers will continue to forge closer ways to provide a more efficient and seamless way for brands to buy inventory. Shifting consumer behavior during the pandemic will have a lasting impact on how brands prioritize and define TV and streaming well into the next decade.

Ari Turner, SVP Sales Operations

 

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TV WILL REIGN IN A PRIVACY FIRST WORLD

During the height of the digital programmatic revolution, a consistent narrative declared how digital would steal advertising dollars from TV. Ironically, with the meteoric rise of streaming and the growing integration of linear and streaming, TV ad budgets are poised to more than hold their own. Now, the broader industry is also preparing for a post-cookie/IDFA marketplace and all its relevant uncertainties. Advertisers and their partners are quickly learning that they can find their audiences in brand-safe, advanced TV inventory with privacy still front and center.

Noga Rosenthal, Chief Privacy Officer and General Counsel

 

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LOCAL TV: FRONT AND CENTER WITH INCREMENTAL REACH

With live sports and scripted production ramping back up, buttressed by the optimism of a broadly deployed COVID vaccine, 2021 will present brands with robust opportunity to use local TV to both build broad awareness, and also drive competitive separation across specific geographic footprints. Marketers that utilize local TV as part of a broader media strategy will drive improved media efficiencies and brand outcomes as they drive incremental reach against unexposed and underexposed audiences. 2021 will be the year where the local TV marketplace evolves from age/gender/CPP based planning, buying and measurement, to a medium driven by rich audience definitions, multiscreen delivery and impression-based/CPM measurement.

Andrew Ward, President

 

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AUDIENCE-BASED TV BUYING IS HERE TO STAY

The TV ecosystem has been steadily if slowly shifting to audience-based buying, playing catch-up to its digital counterparts. Look for 2021 to be a major scaling point in this evolution. This is fueled by the further fragmentation of the TV and video landscape as well as by the inclusion of cord-cutters and cord-nevers into the traditional TV measurement ecosystem. Overall, advanced measurement will increasingly be table stakes for TV buyers, especially with the entrance of game-changing platforms like Ampersand’s AND Platform™ that feature this capability.

Gerrit Niemeijer, Chief Technology Officer

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