What is OTT, MVPD, TVE, DMP, and DAI? And what are the related trends?
On episode 35 of the Marketing Land Live podcast, Adobe’s Campbell Foster and Tru Optik’s Andre Swanston share their OTT expertise with host Barry Levine.
Here are a few select excerpts from the conversation:
- On dynamic ad insertion (DAI), Foster says, “MVPDs can use our dynamic ad insertion capabilities to replace or supplement broadcast ads. For example, during a hockey game... the viewer at home watching it on TV would see an ad for Coca Cola, but, let’s say, Budweiser is also advertising and they want to target males between the ages of 21 and 25 who live in California and make over $50,000 a year, [the broadcaster] could replace the Coca‐Cola ad with the Budweiser ad, if they want to, if that’s how they sold it, if that’s what was agreed with the advertiser. That’s an example of dynamic ad insertion capabilities.”
- On data management, Swanston says, “A lot of the media companies are becoming very sophisticated. We’re seeing that where there’s more of a struggle is with traditional publishers that don’t have registered users or straight to OTT platforms that don’t have that historical data.”
- On OTT advertising, Foster says what’s needed is “a common currency, a common system of measurement across different publishers or across different broadcasters so that buyers understand and know what they’re getting with their media buys upfront.”
- On analytics, Swanston says the knowledge that content providers have about their audience is getting a lot better. “For example, we know a lot of the clients that we work with also use Adobe Analytics. So now they have a better idea of how popular their content is, or what time it’s most consumed, or across what devices it seems to resonate the most with. And we’re able to do things to create look‐alikes with those audiences to drive tune in and new subscriber acquisition campaigns. So, I think it’s definitely getting better. Quarter by quarter you can see the difference in capabilities.”
- On media buying, Foster says, “I think that we’re moving toward a world where it’s just a lot easier to buy video advertising across devices. At the end of the day, the advertiser doesn’t care whether it’s a Roku or an Apple TV or an Android device. They just want to get the message to the right person at the right time. So having to worry about which device the ad is going to deliver on is just a headache for everybody. So I do think we’re moving to a world where there’s a lot less friction in the process for buying and distributing advertising.”
- On OTT, Swanston says, “We truly believe by Q1 2019 people aren’t even going to call it OTT or streaming television. It’s just going to be TV.”
Listen to the conversation in full here:
Read more about the topics discussed at Marketing Land.