|
Media Tech Update: Predictions for 2020
It doesn’t appear our fast-moving industry will slow down any in 2020. From partnerships and personalization, to AR, DTC and Gen Z, media business leaders offer their predictions on the challenges and opportunities ahead, as technology continues to transform the landscape.
“The future of television will be driven by addressability – which is the ability to show specific ads to specific households. New approaches and consortium efforts are emerging (such as Project OAR) with the goal of enabling TV programmers and platforms to deliver more relevant ad experiences within linear and on-demand formats on smart TVs. While it sounds simple enough, the devil’s in the details and challenges of inventory allocation and measurement will need to be figured out. But there is no doubt that advertisers are extremely excited with the possibility of showing different creatives (or brands) based with more precise targeting to connected TV audiences.”
– Eric John, Deputy Director, IAB Digital Video Center of Excellence, IAB
“The focus for 2020 will surround convergence for TV and digital, more specifically, the implementation of true converged measurement, planning and execution across all four screens: linear TV, connected TV, digital video and social video. This will be a huge opportunity for advertisers and broadcasters to bridge the gap between TV and digital that will inevitably lead to increased TV budgets from advertisers across verticals. It also marks an inflection point for agency TV investment and trade desk teams to implement organizational change to break down traditional silos and begin effectively planning for the converged future.”
– Philip Smolin, Chief Strategy Officer, Amobee
“2020 is going to be an important year for the TV ecosystem to figure out the way forward to execute the future of TV data platforms for planning, buying and measurement. Formalizing a standardized approach will be the big first step, but defining roles, setting pricing and solidifying contractual agreements between TV platforms, networks and manufacturers will need to be a priority as we scale addressable TV and audience-based and inch closer to the reality of cross-platform TV/video measurement.”
– Jane Clarke, CEO and Managing Director of CIMM
“The direct to consumer (DTC) market is exploding. As rights-holders look to monetize their own content, and consumers move further away from going directly to broadcasters, we’ll see increased investment in direct to consumer platforms in 2020. The cost of launching a platform is a fraction of what it used to be, also prompting this move. As consumers expect video content to be delivered immediately with the rise in ultra-fast internet and high-definition devices that can produce high quality content, the DTC model will continue to gain popularity as demand for content soars. Today, every sector has examples of DTC content. Take the sports industry for example – in a recent survey we did, nearly half of sports industry executives said they have launched or will launch a DTC streaming platform.”
– Charlie Horrell, CEO, Imagen
“In the current era of peak TV, with major platforms offering a glut of content to navigate through, a change in consumption patterns is gaining momentum. I believe we’ll see more and more millennials and post-millennials gravitate towards and embrace niche content services with which they more easily identify – especially those that cater more directly to their personal passions.”
– David L. Chu , President, Digital Media Rights
“One of the biggest challenges that the OTT market faces, which will continue to intensify into next year, is inventory fragmentation. The continued proliferation of new ad-supported streaming services, including the growth of entirely new cohorts of market participants, creates a challenging environment for buyers, particularly around managing key areas like measurement, frequency, unified reporting, inventory rights, and a scalable workflow.”
– Sean Buckley, Chief Revenue Officer, SpotX
“The expansion of the streaming ecosystem will drive significantly increased consumption by ‘Power Users,’ putting more and more pressure on broadband infrastructures. Based on the data generated by our solutions, we expect more than 8% of all broadband subscribers to be 1TB power users by the end of 2020, and that the percentage of subscribers consuming more than 2TB of data will exceed 1% for the first time.”
– Mark Trudeau, CEO and Founder, OpenVault
“ AR capabilities are expanding to many new platforms, and I expect that they will proliferate further with mass 5G adoption. As AR becomes mainstream, it will continue to evolve how we shop. If I see a dress I like on a red carpet on my favorite celebrity, I will be able to try it on virtually at my home immediately and then buy it or another like it at a lower price point with a single click. AR is well suited to amplify shoppable video content, which in turn is poised to change the way we experience both content and advertising. By continuing to expand the ways that content can be monetized beyond ads, OTT services will now have new, diversified sources of revenue. “
– Alex Wallace, GM of News, Entertainment, and Studios at Verizon Media
“The top reasons buyers look to advanced TV are delivering hard-to-reach audiences, reducing wasted impressions and improving cost efficiency. But for 2020, one of the most important benefits will be the ability to capture the ever-growing cable-cutters and millennials through premium supply with the precision of digital. With automatic content recognition (ACR) and retargeting capabilities, advanced TV offers a wealth of advantages never before available through linear — such as custom creative, precision targeting, attribution and measurement. Advertisers will have to master connected TV to stay afloat, and we’ll see more and more adopting a strategy for the medium next year.” – Devin Fallon, VP, Media Insights & Analytics, Tremor Video
“2020 will be all about audience reaggregation. Networks have watched as their viewers have splintered across various services and devices, which has frankly made multiscreen monetization a struggle for everyone. As more technical and backend operations move to the cloud next year, we’ll finally see these audience walls start to really break down, revealing a more consolidated view that supports more effective decision making that will ultimately drive new revenues.”
– Chris Gordon, VP, Global Sales, OTT & Targeted Delivery at Imagine Communications
“Marketers should be building not just great video stories, but great interactive experiences within video advertising units themselves in 2020. Companies should create customer journeys which move a prospective buyer through a series of storytelling videos, interactive questions and engaging experiences which invite a sense of play.”
– Tod Loofbourrow, CEO and Chairman at ViralGains
“We expect to see continued growth as live TV streaming mutually benefits the consumer, the distributor and the advertiser. Consumers are no longer beholden to 2 year contracts and $150/month cable bills and advertisers can now address scaled audiences over the top. Brands are becoming significantly more sophisticated with addressable, attribution and programmatic buying within Connected TV, which is a strong indicator of continuing and increasing adoption in 2020.”
– Chris Flatley, VP Ad Sales, fuboTV
“With 75% of consumers expecting companies to use new technologies to create better experiences, enterprises will use this opportunity to create interactive and immersive video content. In 2020, we will see companies enticing users with a complex video message that activates a user’s perception by engaging them to play an active role in their learning.”
– Greg Harbinson, Group Strategy Director at Centerline Digital
“OTT/TV advertising is going to play a major role in the 2020 elections. From precision targeting to versioning and frequency management, OTT will allow candidates to reach targeted individuals versus the broader audience that only linear advertising provides.”
-Matt Fanelli, SVP, Digital, MNI Targeted Media
“The growing availability of traditional media in digital buying platforms, coupled with location-based attribution and geo-fencing, is emulsifying what once was the oil and water of traditional and digital media. The increased ability to collaborate across more interconnected teams and to plan, deploy and measure traditional and mixed media formats (DOOH, Audio and CTV/OTT) within the same platforms as video, display, search and social is allowing for a fresh wave of holistic thinking around media planning.”
– Michael Zacharski, CEO of EMX
|
