Two important trends in digital advertising – programmatic and linear and digital convergence – were hot topics at this year’s Digital BrainFest.
While programmatic advertising has been on our radar for quite awhile, it was interesting to hear the new challenges publishers face with this technology, especially with the proliferation of new channels, technologies and ad products.
Linear and digital convergence has been a trending buzzword in the industry, but 2015 appears to be a trial year with both agencies and media companies still in experimentation phase. Expect to see bigger progress and bolder steps on both of these fronts as the year continues, as we pointed out in our digital advertising resolutions for 2015.
Insights About Product Strategy in a Changing Ad Industry Landscape
In the Product Strategy in a Programmatic, Viewable, and Native (and Whatever-Is-Next) World session at Digital BrainFest 2015, some of our key takeaways included:
- The same challenges exist for data-driven advertising in highly regulated industries as in less-regulated ones, but often, come with more headaches.
- Sales and product teams need to be in line more than ever; they are not always going to agree, but must collaborate (we know, easier said than done!).
- Transparency is key with good communication throughout the product development process.
- Packaging makes native advertising successful and long-term partnerships make the process work better.
- Focus on what is going to drive revenue rather than just what is new and shiny.
- Strategy is a challenge when everyone is trying to run before they can walk.
Insights on Linear-Digital Convergence
Some of the insights from the Video, the New TV: Divergence of Screens, Convergence of Addressability session included:
- Convergence is happening across the board – the buy side, sales, technology and measurement.
- One basic truth that must be acknowledged: the linear audience is not disappearing – it’s just transferring to other channels.
- The Holy Grail for all video measurement: a universal currency or truly standard metric that works well and tracks accurately across multiple platforms, which is really the only way to make convergence work.
- Audience fragmentation is forcing the conflict between the simplicity of linear and the complexity of digital.
Check the Digital BrainFest Highlights page for additional recaps, videos and takeaways from this year’s event.
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