coverstory_cover story 24/04/2014 12:20 Page 1
The convergence of IP
and broadcast and the
increasing integration of
Social Media promises
finally to open the door
to targeted advertising.
What are the remaining
obstacles: consumer
resistance, insufficient
data mining,
effectiveness
measurement? Colin
Mann look at the
dynamics of the
emerging sector and how
linear, and on-demand
TV are placed to benefit
from its opportunities
and meet its challenges.
ccording to Michael
Tuminello, director of
product, Innovid, which in
January 2014 announced it
was working with Cisco to bring
interactive, contextual advertisements
to viewer's second screens by instantly
identifying keywords spoken on TV,
the door to targeted advertising has
been open
for
sometime
already.
“Targeting
capabilities
are in place
for digital,
broadcast,
and social
media,
using data
from
whatever
A
Ads for you,
technology is in place in each channel
(cookies, set-top box, etcetera). What
convergence brings us is the ability to
provide not only targeting, but
enhanced creative and metrics, in
increasingly more efficient and
interconnected ways, as opposed to
delivering a siloed experience in every
channel and attempting to stitch the
pieces back together after the fact.”
Kirssy Valles, senior solutions marketing
manager at Harmonic, notes that there is an
ever-increasing number of connected
devices, including tablets, smartphones, PCs,
connected TVs, and hybrid STBs, opening up
a whole new world of possibilities when it
comes to the type of experience people have
when they are viewing and consuming video
content. “In addition, social media networks
have become a relevant form of
communication and an
effective content gateway and
video discovery tool. A growing
number of TV viewers are
simultaneously online while
“Social media is potentially a
huge resource that enables more
targeted advertising.”
Kirssy Valles, Harmonic
16 EUROMEDIA
watching television, providing consumers
with new avenues for social interaction.
Nowadays people can communicate with
friends or family about TV shows as they are
watching them. Many consumers, especially
the younger generation, rely on social media
to learn more about products and services
and take advantage of deals. Social media is
potentially a huge resource that enables
more targeted advertising. Media companies
should establish marketing strategies and
optimise their presence around social
media,” she suggests.
Innovid's Tuminello sees the primary
obstacle as the current way of doing things.
“If this problem were being solved from
scratch then it would be much easier to come
up with standard and scalable ways to do all
the things that need to be done. As it is, we
need to agree on and standardise methods of
ad trafficking, ad delivery, ad measurement,
and data sharing, and in many cases disrupt
currently working single-platform processes
to do so. Many of the organisations in the
equation (advertisers, publishers, media