1、The Future of TV AdvertisingConverged TV+Video and the road to omnichannel media and creative 2 The Future of TV Advertising 2023 MediaoceanTable of contentsPart 1:Mediaoceans approach 3Understanding the landscape 3Our central principles 3Part 2:The evolution to omnichannel 5The age of creative 5The

2、 age of channel dominance 5The age of omnichannel 6Evolution,not revolution 7Part 3:What converged TV+Video looks like 8Brands and agencies 8Publishers 9All stakeholders 9Currency is the tip of the iceberg 10Part 4:Mediaoceans solutions 11Phase 1:CTV,digital,video,and social video 11Phase 2:Omnichan

3、nel buyer workflow 11Phase 3:Media,audience,&creative intelligence 12Part 5:The omnichannel imperative 133 The Future of TV Advertising 2023 MediaoceanUnderstanding the landscape Mediaocean lives at the center of the monumental changes reshaping the landscape of TV and video advertising.The core ele

4、ments of sight,sound,and motion have enabled high-impact messaging for more than seven decades.However,in recent years,video content and inventory have fragmented among more channels than ever before.As people spend more time on streaming services,social platforms,and online and mobile video in addi

5、tion to traditional broadcast TVbrands must think and act across multiple channels to reach consumers.Advertising is in the early stages of this shift to an omnichannel reality,and the platforms,organizations,and processes must evolve in a way that recognizes the dynamics and history of traditional

6、advertising and leverages the technology,data,and innovations of digital.Mediaocean is in a unique position to act as the foundation and bridge between a converging present and the omnichannel future.Every stakeholder in the advertising ecosystem has a role to play in the futurebrands,agencies,data

7、providers,technology platforms,and media companiesand we look forward to building the future together.Mediaoceans approachPART 1Our central principles Empower ad buyers:Converged TV+Video allows advertising buyers to engage with the strategic audiences that they once could find en masse via traditio

8、nal linear television buys,but who now consume media on their own time across multiple channels.View video advertising holistically:The promise of converged TV+Video is to bring all video advertising together across broadcast television,addressable linear,connected TV,social video,and digital video.

9、The resulting unified marketplace will give media buyers interoperability with their strategic audiences,access to scaled supply,the ability to personalize their messages,and the tools to make outcome-based decisions throughout a campaign.Build on existing strengths:The opportunity in converged medi

10、a will be realized through the hard work of converging platforms,processes,measurement,and language across traditional and digital media.This needs to happen across planning,buying,reporting,and optimizationfor the buy-side and sell-side.Progress will not come from discarding existing tech and pract

11、ices but from evolving them.Evolve,dont disrupt:Audiences are not entirely addressable across digital,social,CTV,and traditional TV,and brands struggle to manage the fragmentation and complexity of new and old,open and closed,anonymous and identifiable.The work of uniting linear,streaming,and digita

12、l video poses a real challenge to be solved with advancements in technology,connectivity,and workflow.Those improvements will not arrive all at once but instead will be solved by working closely with all stakeholders in the market.Unite the industry:Mediaocean is committed to realizing this omnichan

13、nel future,and we have a well-defined path ahead.Hundreds of the largest brands and agency holding company partners rely on the Mediaocean platform to manage their omnichannel advertising campaigns across linear and digital domains.We are in a unique position to both understand the totality of the c

14、hallenge and to unite players across the advertising ecosystem to overcome it.4 The Future of TV Advertising 2023 MediaoceanMediaoceans work to address the new reality began with the release of local TV on our Prisma digital platform in 2020.In the ensuing years,we have added National TV and other t

15、raditional media to make Prisma truly omnichannel.Weve also accelerated our innovation and expanded our capabilities with the acquisitions of 4C Insights in 2020 and Flashtalking in 2021.These acquisitions opened up social video and open web(including CTV)to the Mediaocean platform.Our brand and age

16、ncy partners are now starting to reap the benefits of these early efforts.The purpose of this paper is to present the totality of our plan,illustrating how Mediaocean envisions the future of Converged TV+Video will unfold,focusing on the next 1218 months.At the conclusion,we hope you will emerge wit

17、h a sense of optimism knowing that:Omnichannel is bigger than the mere combination of linear TV and CTVwe are looking to bring together the best of all video advertising,including broadcast television,addressable linear,connected TV,social video,and digital video.We aim to empower brands,agencies,da

18、ta providers,and media sellers with the tools needed to shift to and thrive in this new era.Put another way,high tides lift all boats in the Mediaocean.We have a clear vision of the future of Converged TV+Video advertising and a clear plan for how to realize it,informed by the needs of our partners.

19、Together we are already at work building toward that future.This paper concentrates on trends in the US market,where convergence is most pronounced.But the themes here are universal and applicable to all brands,agencies,networks,and tech companies,no matter their scale or geographic location.Streami

20、ng and linear convergence are progressing differently worldwide as distinct broadcast legacies contend with the emergence of streaming in their own ways.But while the starting points are unique,the goal is the same,and the hurdles along the journey are shared.5 The Future of TV Advertising 2023 Medi

21、aoceanUltimately,success in Converged TV+Video requires establishing stronger connections between video channels and formats so that they can be managed centrally and holistically.At its core,Converged TV+Video is anchored in the broader promise of omnichannel advertising.To understand the dynamics

22、at play today,it is useful to have some historical context.The evolution to omnichannelPART 2The age of creativeThe 1960s,70s,and 80s can be considered the“Age of Creative.”As depicted in the AMC drama Mad Men,this was when creative people dominated the advertising industry.The creative discipline w

23、as responsible for the“big ideas”and handed them off to the media people who would figure out which combination of mass media TV shows and print would reach the right audience demos.Its against this backdrop that Donovan Data Systems(Mediaoceans predecessor)was formed to address the need to manage a

24、gency back-office systems in a world that was becoming more complex.The age of channel dominanceWith the rise of cable TV and the Internet in the 1980s and 90s,we moved into the“Age of Channel Dominance.”Media became much more fragmented and much more complex as a result of broadband penetration.Lev

25、eraging their expertise in granular data,channel specialists emerged as the power brokers in a world characterized by channel-based optimization,channel-focused data,and teams working in centers of excellence.Teams of channel experts using siloed applications to manage the process6 The Future of TV

26、Advertising 2023 MediaoceanThe age of omnichannelToday,we are in the waning days of the“Age of Channel Dominance”and have entered the“Age of Omnichannel.”Although strategic media planners have always taken an approach that spanned multiple channels,the on-the-ground activation of media has until now

27、 been focused on each channel individually,optimizing within-channel using data focused on that channel.By contrast,omnichannel means taking an audience-first approach to advertising that is media-neutral and supported by holistic data to guide decisions in any buying modality.Audience-firstThe futu

28、re of TVand all advertisingisnt about one dominant screen.Rather,its about finding your strategic audiences no matter what device they are on while at the same time reaching them with a message that is tailored for the specific device,content,channel,and where possible,the individual viewer.Media ne

29、utralityBeing media-neutral means taking an agnostic approach to the composition of channels in the media mix.Media neutrality flips the old paradigm around because it means that plans are built to reach audiences as a first step rather than planning by channel as a proxy to reach an audience.Buying

30、 modelsNot all video inventory is bought and sold through the same modality,and an omnichannel future requires all models to be included.Linear TV has long been transacted through upfront and scatter buying,whereas digital and social video are characterized by real-time buying.CTV exhibits buying an

31、d activation characteristics of traditional and digital advertising.While programmatic is a staple of digital and growing across CTV,the extent to which it becomes the norm remains to be seen.Holistic DataConverged TV places new demands on data infrastructure and orchestration.Across planning,creati

32、vity,and measurement,effective omnichannel campaigns require the secure sharing of data across channels and closed ecosystems.In most cases,a brands existing systems of intelligence are not up to the challenge.Omnichannel means taking an audience-first approach to advertising that is media-neutral a

33、nd supported by holistic data to guide decisions in any buying modality.7 The Future of TV Advertising 2023 MediaoceanEvolution,not revolutionOne aspect of this evolution from the“Age of Channel Dominance”to the“Age Of Omnichannel”will be very different from what we saw in the late 1990s.Back then,d

34、igital advertising was a disruptive force that upended the traditional power dynamics in the industry,enabling companies like Yahoo,Google,and Facebook to challenge the incumbency of the traditional agency holding companies.The advent of omnichannel will be powerful and will strive to enable each me

35、dia channel to be their“best selves”in the context of a larger omnichannel approach of managing the reach of frequency of advertising to well-defined audiences.This includes taking a fresh,holistic look at how advertising is done todaypeople,processes,technology,dataand figuring out how to make it a

36、ll work better.Our mission is to simplify the planning and execution of omnichannel advertising through audience interoperability,workflow automation,and data intelligence.Mediaocean is uniquely positioned to play a central role in realizing the omnichannel future.We have widespread adoption in the

37、channel-dominant advertising world of today and are positioned well as we enter an omnichannel universe.Leading holding companies and independent agencies have used Mediaocean for decades as the business-critical backbone system for planning,buying,activation,data collection,billing,and reconciliati

38、on across all linear(TV,print,traditional OOH)and digital(open web,social,CTV,search,DOOH)channels.As a trusted strategic technology partner,we work alongside our customers to enter the new era of omnichannel TV+video advertising.With the industry structuring into combinations of marketplacesopen,wa

39、lled,and hybrid,Mediaocean is building to meet the new ways brands will reach consumers wherever they consume media and however it is transacted.8 The Future of TV Advertising 2023 MediaoceanWhat converged TV+Video looks likePART 3The promise of Converged TV+Video is to unify and,hence,simplify exec

40、ution and measurement.To get there,the industry must evolve in areas where Mediaocean has invested in providing support.Brands and agenciesAdvancing audience-first strategiesBuying clout,long the primary power-play in the traditional TV market,has declined in favor of audience-based advertising stra

41、tegies.Mediaoceans role:The availability of advanced audiences for pre-buy and transactions will become standard in the “Age of Omnichannel.”Pursuing omnichannel creative personalizationMarketers want to extend addressability to their TV messages,spurred by digitals personalized creative messaging c

42、apabilities.Mediaoceans role:Enabling dynamic creative optimization(DCO)across all video formats using cookieless identity and automation solutions.Connecting walled gardensSocial video continues to grow but is plagued by restricted access to audience and measurement data.Mediaoceans role:Continue t

43、o build bridges across closed ecosystems that remove friction from the workflow,making it easier for brands and agencies to advertise on these platforms.Infusing intelligence into workflowIn a channel-dominant world,all data is channel-specific;therefore,any intelligence generated is also channel-sp

44、ecific,but converging media requires converging intelligence.Mediaoceans role:Today,Mediaocean helps manage media within a given channel;in an omnichannel world,Mediaocean will provide the insight required to optimize spend across channels.9 The Future of TV Advertising 2023 MediaoceanPublishersEnri

45、ching and activating omnichannel inventoryThe markets largest and most valuable inventory providers are developing their own capabilities,from custom creative formats to data clean rooms.Partnerships with companies who provide media-agnostic infrastructure will help the publishers achieve scale with

46、 these offerings and will help overcome“silo fatigue”among brands.Mediaoceans role:Partnering with platforms like NBCUniversal to enable seamless planning and buying,even when custom packages and capabilities are involved.Automating programmatic supplySome inventory will need to be bought flexibly u

47、sing a programmatic approach,and TVs limited inventory and still-evolving digitalization present new challenges.Mediaoceans role:Integrating with partners to automate the pipes and bring in the supply thats required to transact programmatically.All stakeholdersAutomating omnichannel workflowA fragme

48、nted market with numerous media and venue choices becomes an increasingly impossible lift for agencies to manage in the absence of automation.Mediaoceans role:Unifying legacy TV workflows with modern digital workflows in a single system,along with accelerated workflow automation.Enabling advanced me

49、asurementFor decades,Nielsen provided a universal currency and measurement standard for TV advertising.Today we are entering a new era,with new measurement providers emerging alongside a revamped offering from Nielsen.Mediaoceans role:Supporting advanced measurement providers including VideoAmp,iSpo

50、t,Nielsen,Comscore,and others.10 The Future of TV Advertising 2023 MediaoceanCurrency is the tip of the icebergThe last year has seen significant testing leveraging“advanced”or“alternative”currencies.These innovations will provide a more granular and accurate measurement of audiences and spend and w

51、ill lead to greater trust between buyers and sellers as billions of advertising investment is transacted.Its important to remember that currencies such as Nielsen,Comscore,VideoAmp,and iSpot are the tip of the measurement iceberg.Currency is the basis for media transactions and guarantees,but it ult

52、imately serves as a proxy for several forms of measurement that rest below the surface.What matters to brands are business outcomes,and advanced currencies aim to provide a better picture of those results.CURRENCYBRAND MEASURESAUDIENCE MEASUREMENTINCREMENTALITYAUDIENCE VERIFICATIONSALES IMPACTMULTI-

53、TOUCH ATTRIBUTIONAWARENESSVIEWABILITYCLICKSLOCATIONSSEARCHESSIGN UPGRPIVTDOWNLOADSSITE VISITIMPRESSIONSBASKET SIZESURVEYUUSCRIPTCREATIVE IDTRANSACTION11 The Future of TV Advertising 2023 MediaoceanMediaocean has a clear vision for the future of omnichannel video.We aim to empower our advertiser and

54、agency customers with the tools to manage and optimize video advertising,whether in traditional linear formats,digitally,and together holistically.We will work step-by-step with data providers,technology platforms,and media companies to lead the industry toward this new era by leveraging our strengt

55、hs.To that end,wed like to detail our progress in executing our product roadmap.Mediaoceans solutionsPART 4PHASE 1CTV,digital video,and social video(complete)Having a solution to address all digital video,including CTV and social video,is an essential step toward unifying all TV and video advertisin

56、g.Mediaocean has realized this through the combination of Flashtalkings digital,CTV,and video ad serving offering,alongside 4Cs support for social video campaigns on properties such as Instagram,Facebook,and TikTok.Mediaocean also has a robust household identity framework that maps to the traditiona

57、l household-based linear TV view of the world.We have developed video personalization capabilities that can be applied to video within social contexts as well as within open web and CTV,with an eye on ultimately expanding these capabilities to linear TV.Additionally,we have taken steps to ingest lin

58、ear TV data from smart TVs and set-top boxes and combine this with digital ad serving data to show a holistic view of reach and frequency across linear TV and CTV.PHASE 2Omnichannel buyer workflow (now)Having gathered all video channels into a single system,the next step is to optimize that system f

59、or omnichannel workflow.Bringing all channels under one roof to unlock the efficiencies of omnichannel requires enabling a new workflow.Recognizing this,Mediaocean has consolidated its products into a single platform that standardizes media management across planning,buying,optimization,and measurem

60、ent.Omnichannel workflow provides both quantitative and qualitative benefits.Operational efficiency is realized through the elimination of redundant double entries.Standardization is achieved the through use of master data across the workflow.Risks are mitigated through budget spend limits and proce

61、ss checks for all channels.Converged media plans can be optimized,ordered,and managed through the billing stage.The infusion of intelligence into omnichannel buying will save brands and agencies time and money,empowering them with the data and the bandwidth to become more strategic with every invest

62、ment.12 The Future of TV Advertising 2023 MediaoceanPHASE 3:Media,audience,and creative intelligence(Next)Having brought all channels under one roof and united them into a single workflow,the next step is to enable greater layers of intelligence and analytics into every phase of the process.Our answ

63、er comes in the form of Mediaocean iQ,a suite of intelligence solutions for converged media,audience,and creative.In the first half of 2023,we will introduce Mediaocean TV iQ,an add-on intelligence layer for Converged TV+Video that plugs into Prisma.Our TV iQ solution delivers audience-based forecas

64、ting and optimizations against plan goals using strategic audiences for national and connected TV.Mediaocean Audience iQ,planned on the future roadmap,will further facilitate audience-based strategies across all linear and digital channels surfaced through the Mediaocean platform.Brands will be able

65、 to on-board their first-,second-,and third-party data to resolve identities,build audiences,model lookalike audiences,and map audiences to an individual or household.From there,brands can activate those audiences across all channels in a privacy-safe manner.Mediaocean Creative iQ brings the DCO sol

66、utions of Flashtalking to the broader Converged TV+Video space.Brands and agencies will be able to organize brand assets and automate creative production to deliver personalized messaging at scale.All told,Mediaocean iQ will enable brands and agencies to measure the impact of cross-channel media exp

67、osure on offline sales and other critical KPIs.It will also make it easier to forecast and measure reach,audience composition,and overlap by channel or platform while leveraging that intelligence back into the downstream activation platforms to help optimize campaigns.13 The Future of TV Advertising

68、 2023 MediaoceanThe first steps in shifting to an omnichannel imperative have arrived,and Mediaocean is well-positioned to lead.We have been the industrys system of record for over 50 years.The recent acquisitions of 4C and Flashtalking have enabled us to go from processing media spend to truly opti

69、mizing it.Independent,global,and connected to financial systems,Mediaoceans technology has been built from the outset to mitigate against the significant risks inherent in standing up a global stack.Every stakeholder in the industry stands to benefit from an improved omnichannel workflow.The omnicha

70、nnel imperativePART 5Agencies Realize a new path to growth,differentiation,and value-added services by being able to support omnichannel budgets Become more efficient by leveraging automation and shifting the burden of technical risk to Mediaocean Drive better ROI on proprietary data investments Bra

71、nds Accelerate audience-based approaches across channels Retain more ownership and control of strategic audiences Realize performance and efficiency gains by optimizing media across channels Media companies Make inventory more addressable and competitive Get better liquidity for omnichannel supply R

72、etain control over first-party audience data Advertising is growing more complex and fragmented across the globe.Still,the convergence of TV and video represents an enormous opportunity for brands to connect with consumers in a truly omnichannel manner.Mediaocean is ready to meet the moment with neu

73、tral,independent,and modernized solutions that the entire industry can rely on to maximize outcomes across media and creative.14 The Future of TV Advertising 2023 MediaoceanAbout Mediaocean Mediaocean is the mission-critical platform for omnichannel advertising.With more than$200 billion in annualiz

74、ed media spend managed through its software,Mediaocean connects brands,agencies,media,technology,and data.Using AI and machine learning technology to control marketing investments and optimize business outcomes,Mediaocean powers campaigns from planning,buying,ad serving,and creative personalization to analysis,optimization,invoices,and payments.Mediaocean employs 1,600 staff across 30 global offices and supports over 100,000 people using its products.Visit for more information.