The convergence of television with “second screen” video media is well underway. Consumers already view their favorite “made for TV” series on desktop and portable computing devices, while services like Hulu and Netflix have made the once-futuristic paradigm of “TV on Demand” a reality. TV and digital video grew up under different creative and technical parentage, however. While digital has the edge on television with respect to tracking, television still owns the lion’s share of creative resources, industry norms and advertising dollars. But all that is changing.
In this episode of Moneyball for Marketing, Robert Haskitt, CMO of video advertising and distribution solutions company Extreme Reach, discusses some of the changes and challenges facing television and digital video. Some of the key concepts discussed are:
Better Together: The infrastructure needs and cost of producing a television commercial is high, and so is the benefit of a single advertising message published across multiple channels. Robert highlights the mechanics that explain why we see made-for-television commercials in digital video channels.
Messy Metrics: Digital video is capable of providing advertisers with metrics on when an ad was played, how much of it was viewed, whether or not someone clicked on it and even inferences about its “viewability.” Television follows the Nielsen ratings system. Robert discusses the inherent division between these two approaches as well as the problem of online fraud.
Convergence Emergence: “There’s…progress…on the TV side to provide more metrics that look… like digital, on the digital side there is a trend…towards making the major metrics look a lot more like television.” Robert gives the audience a view into advertising buying trends and technological tools that are working to deliver greater value through the power of convergence.
Robert Haskitt is the CMO of Extreme Reach, the leading provider of video advertising management and distribution solutions that spans TV, digital, and mobile. Robert is responsible for building the Extreme Reach brand, shaping and telling the Extreme Reach story, and all communications, content, and marketing programs.