Television

Transforming the TV Ad Ecosystem through People-Based Addressable Audiences

November 16, 2021  |   LiveRamp

How advertisers achieve cross-screen success

Today’s TV advertising ecosystem is experiencing immense changes. By 2024, the number of cord cutters is expected to increase by 50% and ad spending in CTV is anticipated to more than double. These trends are accelerating as the global pandemic creates a surge in streaming audiences, yet campaign planning and execution for CTV is inefficient and struggling to keep up with the demands of this tectonic shift in viewing habits.

To meet these challenges, we launched LiveRamp TV Activation earlier this month, a powerful new platform for the TV ad ecosystem. Built on top of RampID, our industry-leading identity solution, LiveRamp TV Activation makes it easy to effectively target addressable audiences across screens. With LiveRamp TV Activation, publishers can plan audience-based campaigns holistically across linear and streaming while making it easy for brands and agencies to discover and access premium, brand-safe video supply that’s already been deduplicated.
LiveRamp TV Activation enhances campaign planning and execution in a number of ways:

  • With more direct communication between buyers and sellers of TV media, LiveRamp TV Activation makes campaign planning more efficient and faster; counts and data transfers are reduced to days vs. weeks
  • TV sellers are able to optimize yield across all SSPs
  • Audiences and inventory are sourced from verified high-quality programmers, reducing the risk of wasted impressions and fraud
  • TV buyers have the ability to optimize spend with linear suppression and incremental CTV reach extension audiences
  • Creating addressable audiences from first- and third-party data allows brands to target beyond age and gender and publishers to capture higher revenue dollars
    The best way to predict the future is to create it. After years of anticipating the industry tipping point when data and technology transforms planning and buying cycles, the future of TV is finally becoming a reality.

On a recent panel, as part of Adweek’s Convergent TV Summit, LiveRamp TV’s Chief Strategy Officer, Jay Prasad, discussed this new reality with senior leaders from Scripps Networks, Philo, and XUMO. These experts covered major trends that are changing the way TV is planned, bought, and sold, such as:

  1. The need for increased collaboration across partners, buyers, and sellers. The industry has identified a growing need to securely collaborate across partners and customers to extract insights, perform analytics, and transact. Brands and media sellers are beginning to seamlessly and safely connect cross-screen data such as website visits or advertising impressions for advanced business applications, including closed-loop measurement and collaborative analytics.
  2. The improvements in discoverability and cross-screen activation. With increased discoverability thanks in part to virtual MVPDs like Philo, “FAST” providers like XUMO (free ad-supported streaming TV service), and integration with devices, consumers can find and engage with the right genre-specific content for them. Advertisers can also more effectively power custom, cross-screen audiences by activating first- and third-party data to create deduplicated households. Addressability becomes much more attractive as advertisers understand how it can unlock greater ROI with the least amount of waste.
  3. The technology to quantify results more effectively. Marketers are having a tough time planning, targeting, and measuring their buys, especially since TV spend is now appearing across product and all commercial groups. To stop guessing and better quantify results, marketers need a complete solution that enables measurement of audience-based campaigns across all screens and streams. True deal fluidity requires more transparency and the ability to measure business outcomes overall so buyers and sellers can transact on dynamic currency metrics.

This 24-minute discussion is now viewable on demand. Tune in and learn more about how the industry is leveraging technology to capture market opportunity across all forms of streaming, or contact us at liveramp-tv@liveramp.com.