Cover Story cloud infrastructure and working remotely , this spare cost can be put to use in benefitting the development of the advertising industry , prioritising automated insertion and inventory management in the near future .”
Cover Story cloud infrastructure and working remotely , this spare cost can be put to use in benefitting the development of the advertising industry , prioritising automated insertion and inventory management in the near future .”
“ The answer , as in many industries nowadays , is the advent of Large Language Models ( LLMs ),” suggests Mangel . “ The use of these models significantly reduces the costs associated with creative content production by automating and streamlining traditionally manual and time-consuming processes . This efficiency extends beyond mere text generation to understanding and generating video content , enhancing audience insights , and personalising content at scale . It also enables the creation of thousands of targeted versions with the click of a button .” SOPHISTICATED . “ LLMs also offer sophisticated capabilities that allow for more accurate and effective audience targeting , seamless content insertion across platforms , and efficient management of advertising spaces . These advancements not only optimise operational efficiencies but also improve the relevance and impact of content delivered to audiences . The potential of LLMs and similar AI technologies to transform the market is substantial . They represent a new era of innovation in how we create , distribute , and manage creatives .”
“ You ’ d be surprised how many providers are not able to offer an advanced degree of targeting ,” suggests Davies . “ Netflix is the most high profile , though I ’ m sure that will change in time . Providers need to offer better ad products to attract more brands , that ’ s the only route to growing ad revenues .”
“ Advancements in targeting , automated ad insertion and inventory management are helping to optimise ad spending and efficiency already ,” says Motti . “ FAST channels use programmatic advertising extensively and Ad-tech is constantly getting better , and at the same time , OEMs are investing in automatic content recognition
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( ACR ) to increase revenue opportunities .” METRICS . As to the availability , accuracy and reliability of performance measurement metrics , Smith suggests that performance measurement has evolved with the introduction of more granular and actionable metrics . “ Beyond traditional ratings , we now have access to engagement metrics , viewthrough rates , and attribution modelling that ties ad exposure to consumer action . Walmart ’ s acquisition of Vizio perfectly demonstrates a performance-oriented approach in CTV advertising , enabling the company to correlate TV ads to in-store sales and enabling rapid optimisation for enhanced effectiveness . The accuracy and reliability of these metrics have improved with better tracking technologies and data integration from multiple sources . As we move forward , we expect to see even more emphasis on outcome-based metrics that directly correlate ad spend with business results .”
“ The TV industry needs more business performance metrics ,” asserts Guille . “ This is demonstrated by the momentum that interactive TV ads have received in the last few months . Netflix , Disney , Roku , Amazon , and YouTube all delivered or announced prototypes for this . The challenge is to bring cost per click , cost per action , and effective CPM into the streaming industry and enable performance advertising on TV . That model emphasises paying only for clicks that hold real value instead of traditional ad impressions , making it particularly suitable for small businesses . Ultimately , this could bring more than 10 million business owners to TV advertising , beyond the traditional 1,000
“ FAST is a proven formula for monetisation .” - Greg Morrow , ViewNexa
“ Measuring performance on real devices and networks is the best way to know what quality is actually being delivered to viewers .” –
Yoann Hinard , Witbe
media buyers , breaking the multi-decades great stagnation of the TV advertising business .” INSIGHTS . “ A common challenge with FAST and AVoD services lies in the fact that data is typically gathered individually by each platform , consolidated , and then shared with ad tech platforms daily ,” advises Nicholson . “ This information is then uploaded into data lakes and examined to generate actionable insights through an omnichannel approach . The output of this process might involve adjusting targeting data , campaign pacing , or frequency caps
for effective campaign delivery . In certain scenarios , additional programmatic purchases may be necessary to acquire more inventory on adjacent platforms . In the era of instant satisfaction and fan engagement , the necessity for actionable data in near real time is vital . SSAI solutions and linear addressable platforms resolve some of these issues by providing data within seconds or minutes after an ad decision or insertion has been made .”
“ The FAST landscape is characterised by a focus on innovation in ad insertion , delivery ,