To cap off our programmatic TV series, we asked Randy Cooke, VP Programmatic TV, and Kevin Hunt, Sr. Director Product Management, to share SpotX’s programmatic TV initiatives in a Q&A style forum.
How do you think you’d describe the SpotX approach to PTV right now?
The conversations we’ve had with broadcasters, programmers and media owners around the world have really focused on one thing, and that’s cross screen activation. To empower media owners to manage campaigns, audience fulfillment and yield at an enterprise level we’ve united behind the mantra of all screens, all streams. With SpotX heritage rooted in digital video monetization, we’re now building out the tools media owners will need to successfully leverage their linear TV inventory to the same effect they are in digital.
Can you go into detail about a couple of the things we’re building out at SpotX?
Sure, when we look at TV, we see three key pillars that media owners that have a traditional linear broadcast feed will need in order for their business to complement their digital assets.
The first is facilitating or activating a cross-screen campaign from an audience perspective, and that means being able to synchronize our digital marketplace audiences with our linear TV audiences. At SpotX, we’re doing this in partnership with Clypd and Tivo. The second piece relates to growing demand for digital content and the need for dynamic ad insertion into that content. Finally, the holy grail of linear television is addressability and partners who can bring set top box level addressability to the marketplace will be crucial for monetization.
We really feel that we’ve put together the components necessary to help media owners manage yield, campaigns and audience fulfillment across all screens wIth enough flexibility, partnerships and resources in place to make that happen anywhere in the world.
So if I’m a broadcaster right now and I’m trying to execute on my PTV strategy now, what’s my next step?
Well, everybody sees the opportunity a little bit differently. Some are planning to have their television transact just like digital, others are trying to protect the sales model of their traditional broadcast business, but want to infuse it with data. In that sense, that data easily complements what they’re doing in a digital marketplace with real-time audience discovery.
What we’ve assembled at SpotX are enough tools and flexibility in how we deploy those tools to meet any broadcasters vision in how they want to come to market in this new age. Programmatic as it applies to TV has a very broad definition and there are a lot of disciplines that fall under that label. Understanding what tools and disciplines they want to inject into this business model is the key to fulfilling those objectives.
Read more from our programmatic TV series:
- Predicting the Future of Programmatic TV with TiVo, clypd, comScore and Lotame
- Identifying & Adapting to Programmatic TV Trends with TiVo, clypd, comScore & Lotame
- Understanding the Programmatic TV Ecosystem with TiVo, clypd, comScore and Lotame
- Defining Programmatic TV with TiVo, clypd, comScore and Lotame
- The Promise of PTV: Workflow Automation Drives Efficiencies
- The Promise of PTV: Increasing the Value of Inventory Through Data & Measurement
- The Promise of PTV: Optimized Audience Targeting
- The Promise of Programmatic TV
- Top PTV Trends: Disruption & Opportunity in 2016
- PTV from A to Z
- CTV vs PTV – WTF Programmatic