28 MONDAY | April 25, 2022 | www.nabshow.com
ADVERTISING
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ADVANCES
Managing New Ad Technology Includes Targeting Capabilities Progress seen with addressability and convergence By Jon Lafayette BROADCASTING+CABLE
The television advertising world has become more complex in recent years and executives expect that much of the talk at NAB Show will be about technology to enable and manage campaigns and control inventory. While the growth of streaming has further fragmented audiences, streaming enables greater
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targeting of content to viewers., In response, traditional broadcast and cable are rushing to catch up with their own data-based targeting capabilities. Streaming and advertising will be the main topics on the agenda in panels conducted by consulting firm Accenture, according to Peri Shamsai, managing director of Accenture’s media practice. The panels will examine issues arising from TV advertising be-
coming increasingly digital. One panel will look at the ongoing shift to first-party data for targeting as the value of cookies depreciate. Another panel will explore how integrating linear and digital sales can optimize campaigns for advertisers and maximize yields for media companies. Shamsai says pricing ad inventory is another key topic affecting the advertising industry. “Television and digital order management
systems still use rate cards to price inventory, and those rate cards are largely established by what’s been done historically,” she said. In response, media companies are starting to take a fresh look at how they price their inventory. “We did one pricing study with one media company and they saw a 17 percent increase in their average CPM within six months and they didn’t lose a single ad buyer,” Shamsai said.
4/12/22 12:01 PM