How content services keep pace with connected TV audiences

Like television itself, the TV advertising space is evolving.

“It’s really going from a blue ocean to a red ocean. So you can enjoy the extra inventory, the extra content that frankly makes the channel more efficient and less outdated for viewers. So it looks like it’s going to increase, ”said Erik Jensen, Denny’s vice president of brand engagement, of his belief that consumer demand after the pandemic will skyrocket, leading to TV ad spending. higher than ever.

Jensen explained this perspective to Varieties digital editor Todd Spangler as part of Variety Upfronts, brought to you by LG Ads. The panel discussed successful marketing for the modern smart TV audience and included LG Ads co-founder and product manager Raghu Kodige; Ricardo Rivera, Group Director and Senior Director of PepsiCo at OMD USA; Fox Corporation Executive Vice President of Sales and Ideas, Audrey Steele; and Nicole Whitesel, Executive Vice President of Publicis Media, Advanced TV, Customer Success.

Steele also noted that as smart TV has grown, so has non-premium digital.

“Non-premium video is saturated and exhausted in terms of what it can offer, in terms of return on ad spend, and CTV is really only at the beginning of… its use, in terms of achieving these goals. , Steele mentioned. “It’s a perfect synergy with linear television, which is part of what helps generate its return on ad spend. “

“The other kind of important aspect is sort of looking at what consumers want,” Kodige added. “As long as you can keep the promise, that we can all keep the promise to keep this premium content and these ads really relevant, because if you do that I think the industry can continue to benefit from more continuous sorting. funded by takeoff advertising, which I think benefits consumers as well as brands and agencies. ”