The SpotX team was pleased to attend the recent “Programmatic TV” event, hosted by Adobe and gathering over 170 leading buyers, broadcasters, and suppliers in downtown Madrid. Attendees addressed a common objective: taking the temperature of the over-the-top (OTT) TV ecosystem to find new synergies together.
The momentum of connected TV
Connected TV (CTV) advertising is a complex environment. The channel exploded just a few years ago as internet-delivered TV capabilities changed the way consumers access video content. This transformation in user behaviour created a compelling opportunity for brands and media owners to reach and understand new audiences via the biggest screen in the home. The rise of CTV platforms, and our understanding of these users, continues to be one of the industry’s most exciting OTT opportunities.
Strategies for overcoming obstacles
Adobe’s event provided an excellent forum for Spain’s industry leaders to discuss the obstacles to achieving collective success in CTV advertising. Panelists urged the audience to forget about what you can’t do, and instead focus on positive actions that can drive higher quality advertising experiences in this environment.
Below are the key takeaways from our discussions:
- Everyone should consider the renewed importance of data, and craft an informed approach to leverage its possibilities. Good starting points include partnerships with expert providers and the development of strong tools for managing user and device information across multiple integrations.
- Measurement continues to be a barrier. CTV formats allow us to reach high completed view rate (CVR) and viewability (VV) in full screen through non intrusive placements. Universal measurement capabilities are taking shape as specialised companies work to evolve their offerings.
- Segmentation and targeting capabilities are highly sophisticated. Contextual targeting helps buyers match consumers with highly personalised and relevant ads that generate greater returns.
- The rise of digital video consumption is undeniable. What’s more attractive for advertisers than reaching engaged audiences across all screens and through multiple platforms?
“This is an exciting moment for TV advertising,” explained host Manuel Rodríguez Páez, head of Adobe Advertising Cloud for Spain and Portugal. “New players are on-board and the rising sophistication of content delivery methods is opening a huge opportunity for advertisers. If we walk together, the Spanish market will take the CTV revolution to the next level.”
The panel that closed the event expressed similar insights. “New platforms and players are a real challenge, an opportunity for us to grow and offer better content,” said Raquel Melero, head of audience ads & programmatic at Atresmedia.
Buyers were equally excited, noting the diversity of options available that makes watching CTV easy and inexpensive for audiences. One remaining challenge, from a media planning perspective, is how to reach audiences with a controlled level of frequency, and in a cohesive way across a fragmented ecosystem.
The day provided an uplifting and useful opportunity for the Spanish market to gather and discuss the exciting future of TV advertising . Thank you to Adobe for facilitating such a fantastic event.
This blog post was written by Mercedes Alonso Sena, account manager at SpotX.