FEED Autumn 2023 Web

ata has shown that the effectiveness of TV advertising has been consistently and continually inclining. Since the 80s, statistics show it has nearly quadrupled

advertising more effective and derive increased revenue from it. “That’s what I would say is the biggest trend right now – a focus on revenue that’s, in turn, driving the smaller trends. Focusing on user data, making ad pods more effective – as well as telling a story with ads in order to make it a less disruptive and more cohesive experience for the user.” MORE THAN A MARKETING CAMPAIGN For a long time, it was accepted by viewers that you took what was thrown at you when it came to ads. But it seems that model is changing – starting with looking at the reception of adverts themselves. “People really don’t like ads,” Gambino extrapolates. “They don’t want to break away from their content and be forced to watch something that’s completely irrelevant to what they’re interested in. “Social media has done a really good job of dealing with this, to the point people wonder if their phones are listening to them. There’s this ability to build a complete psychographic profile on someone and almost know what they want before they know it. We’re getting to a point where the most advanced platforms that are doing monetisation can do this too. The more data you can utilise, the better profile you can build of someone and more relevant the advertising is going to be. That’s going to make it both more effective and less consciously disruptive.” When looking at the typical cable experience, where you find yourself breaking out for an ad PEOPLE DON’T LIKE ADS. THEY DON’T WANT TO BREAK FROM THEIR CONTENT Having been an active member of the ad-tech community for over 20 years, Gambino has plenty of insight to share when it comes to the current state of content monetisation. “I think the industry as a whole is still far behind what digital advertising is actually doing, in terms of formats and maturity of ads versus content – and especially when it comes to targeting user data. “In the past year, I believe we‘re finally reaching a point where the industry is recognising it’s behind, and we can actually do something about it. There’s finally a willingness among decision-makers to spend more time working on how to make their

in efficacy from roughly 11% to 40%. It is no wonder that the marketing and promotional teams of large enterprises are actively aware of this fact and proceeding to leverage its benefits. Tech giants like Google, Netflix and Facebook are reported to spend over 60% of their marketing budgets each financial year on the medium. But this growth has come with an increasing expectation for content providers to better their advertising practices. It turns out that piecing a jumble of irrelevant ads together is no longer the best way to actually make a return on your marketing campaigns. SWITCH UP YOUR STRATEGY Rob Gambino is the head of advertising and personalisation strategy at Harmonic, and so comes with a deep understanding of the importance of personalisation when it comes to TV advertising, and the technology that exists to help you to successfully monetise. “My role includes everything from P&L to product market fit, to deciding priorities for what platforms we’re integrating with,” Gambino begins. “It’s looking at the market from a holistic view and saying, ‘how can we, at Harmonic, best direct our efforts?’”


Powered by