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BIMA Evolution of TV Recap with Brett Adamczyk

September 1st, 2016   ||    by Callie Wheeler

Last week, the Boston Interactive Media Association (BIMA), held its second TV event of 2016, TV 2.0 – Online/Offline Data Convergence: Moving From Theory to Practice. A group of industry professionals gathered together to discuss the future of data-driven television, the convergence of audiences and screens, and measurement.

Videa’s VP of business development and strategy, Brett Adamczyk, attended and participated in the panel at BIMA Evolution of TV. He was happy to share pieces of the event’s conversations, as well as insight into the challenges and changes the television industry is currently experiencing.

You participated in a panel analyzing the challenges and future of data as television and video converge. For those who were unable to attend the BIMA event, could you provide some insight into your session?

The panel had a number of perspectives about how data is influencing the buying and selling of television and how data can be used to make better-informed buys in the future. A lot of the takeaways from the discussion were around how we can more accurately target audiences on television as well as the need for transparency, better measurement, and some level of standardization.

Television has been transacting on standard age and gender demos for so long. So [we discussed] how to enrich the audiences advertisers want by using STB, ACR, and other third-party data sources to find secondary audience attributes within specific programming at both the local and national level. The next iteration of finding those audiences on television is applying them across screens moving into OTT, VOD, and online to create a unified video campaign.

With your background in television, what is your perspective on digital media’s impact on traditional media like TV?

The use of online data for digital media buys absolutely started the conversation. I think the preponderance of online data and the ability to target audiences created a shift within the agency world to wanting to buy that way on television. It’s definitely challenged the traditional methodologies and given rise to programmatic TV, audience-based buying, and the use of DSPs and DMPs to target television.

TV is a very different medium from online and digital, and it comes with its own set of intricacies. It has over fifty years of history that bring ingrained behaviors and a host of legacy infrastructure that digital didn’t have, making change significantly harder. But the use of data in the digital realm has definitely spurred the television industry to take notice and start to move in that direction.

How does your work with Videa play into the shifting landscape of television?

Videa plays a number of roles as a supply-side platform. However, first and foremost, it’s creating value for our inventory partners by using automation to access and execute local media buys on television, which historically has been very difficult, cumbersome, and time-consuming. We’re working to solve the data problem for television by bringing rich data to the table through the platform, allowing agencies and advertisers to target audiences at the program level within local DMAs and local network broadcasts. We’re working with partners across the industry to make television competitive with other forms of media to increase yield for our inventory partners and deliver a level of attribution and ROI for advertisers’ dollars.

What advice do you have for marketers who want to improve their omnichannel strategy by addressing all TV audiences, including linear, mobile, connected device, DVR, and more?

The best piece of advice I can give is to be open to change. I think there are a lot of really interesting, innovative things that are happening with companies like Videa and others who are trying to bring change to the industry. It’s on the entire ecosystem, from local stations and major networks to media planners and technology providers, to work together to help define and adopt some of the changes currently underway.

People must be willing to adapt and learn about what these different solutions bring. Don’t forget that the power of television advertising is its reach—it’s been the top form of advertising for a long time for a reason.

If you’d like to see other conversations from BIMA Evolution of TV, check out the hashtag #BIMATV2.

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