Advertisers are leaning on convergent solutions to reach fragmented audiences
Amy Leifer, Chief Advertising Sales Officer, DIRECTV Advertising
For advertisers, it’s the most wonderful time of the year. Upfronts and NewFronts, that is, are much like the holidays — a chance to reflect on what matters most with a solid dose of excitement for the year ahead.
Amid the innovation and progress in the TV industry — and amid economic challenges — the days and weeks around both events are also an opportunity for advertisers to consider how they can help marketers and brands drive their business forward in a meaningful way.
New entrants are leading to fragmentation — and opportunities — as brands and advertisers work harder to build unduplicated reach. Today’s consumers are oversaturated with content and have more viewing choices than ever. For example, a recent survey from DIRECTV Advertising found that 70% of viewers pay for both live and video-on-demand streaming services, of which they have roughly four VOD streaming services on average.
Convergent advertising solutions, like programmatic and addressable, can provide advertisers with an omnichannel approach to TV buying and help manage reach and exposure. Addressable technology allows for precision audience targeting, the ability to better manage reach and control frequency, and can even be used as a unifying technology across linear and streaming campaigns.