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Why CMOs Should be Paying Attention to Convergent TV

If you’re a CMO, there’s a good chance you’ve been hearing a lot about “Convergent TV” lately. But what is it? And why should you care? In short, Convergent TV is merging digital audience targeting techniques with linear TV content into one balanced, closed ecosystem that aims to eliminate the open market of ad buying and selling, creating the most optimal ad exchange. 

 Sounds great so far, right? And it is! But some wrinkles still need to be ironed out before it can truly become the game-changer it has the potential to be. Here’s everything you need to know about Convergent TV so that you can make an informed decision about whether or not it’s right for your brand.

Convergent TV is the brainchild of a group of media companies that came together with the goal of simplifying the complex and often confusing world of digital advertising. The idea is to create a unified platform where all forms of TV content (linear, digital, etc.) can be bought and sold in one place using a single currency. This would eliminate the need for brands to buy separate ad packages for each type of content, making TV advertising simpler and more efficient. 

One of the main benefits of Convergent TV is that it would allow brands to target their ads more precisely than ever before. Using data from connected devices, Convergent TV would give brands the ability to target specific households with tailored messages based on their viewing habits, interests, and demographics. This would allow for much more customization than is currently possible with traditional linear TV advertising. 

Another benefit of Convergent TV is that it would help brands reach cord-cutters and cord-nevers—two groups that have been notoriously difficult to target with traditional TV ads. By offering a unified platform for all forms of TV content, Convergent TV would give brands the ability to reach these audiences through digital channels such as streaming services and social media platforms. 

There’s no question that advertising is in a state of flux. With the rise of ad-blocking software and the impending death of the third-party cookie, many brands are struggling to reach their audiences online. But there’s one silver lining in all of this: TV. Thanks to relationships between ad-tech vendors and digital TV providers, targeting is based on data like IP address and not proxies based on cookies. This means that TV is in a much better position to take over advertising in the coming years. Here’s why:

1. Ad blocking software is a growing problem for digital advertisers. This software prevents ads from loading on websites, meaning that brands pay for ads that their audiences never even see. But TV ads can’t be blocked in the same way. Ad-blocking software only works on web pages, so it can’t touching commercials that are aired on television. This gives TV a major advantage over digital when it comes to ad delivery.

Ad blocking software is a growing problem for digital advertisers. This software prevents ads from loading on websites, meaning that brands pay for ads that their audiences never even see. The result is wasted advertising spend and frustratingly low ROI for marketers.

TV Ads are still relevant because ad-blocking software only works on web pages, it can’t touching commercials that are aired on television. This gives TV a distinct advantage when it comes to ad delivery. Not only does TV have a higher chance of reaching its intended audience, but it also has a better chance of driving brand awareness and product consideration. For these reasons, TV should still be a key part of any advertising mix.

2. The death of the third-party cookie won’t affect TV advertising. Another challenge facing digital advertisers is the impending death of the third-party cookie. Third-party cookies are being phased out because of privacy concerns. Some users don’t like the idea of being tracked across the internet, and there have been a few high-profile incidents where companies collecting data from third-party cookies have had their data breached. As a result, Google, Firefox, and Safari have all announced plans to phase out third-party cookies within the next few years.

This cookie is used to track user behavior online, but it’s scheduled to be phased out by Google, Firefox, and Safari in the next few years. without this cookie, brands will have a much harder time targeting their ads to specific audiences. But since TV advertising doesn’t rely on cookies, this change won’t affect it. This means that it will become even more important for reaching consumers as digital advertising becomes less effective.

3 .TV providers are already using sophisticated audience analytics and targeting capabilities. While many brands are just now waking up to the power of TV advertising, TV providers have been using sophisticated audience analytics and targeting capabilities for years. This means that they have a wealth of data that they can use to target specific demographics with specific messaging. And as TV providers continue to hone their craft, they’ll only become more effective at reaching their audiences.

With programmatic CTV, ads can be served in real-time based on a variety of factors such as location, demographics, and even viewing habits. This level of targeting ensures that your ads are being seen by the people who are most likely to be interested in your product or service—and that means more conversions and ROI for your business.

In addition to being able to target your ads more accurately, CTV also offers better analytics than traditional TV advertising methods. With deterministic linear CTV analytics, you can see exactly how many people saw your ad and when they saw it. This level of transparency is invaluable for developing future campaigns and making sure that your advertising budget is being used effectively.

So what’s holding Convergent TV back from becoming a reality? The short answer is that some kinks still need to be worked out before it can truly become a game-changer. For one thing, the platform is still in its early stages and has yet to sign any major partnerships with media companies or advertisers. Additionally, Convergent TV faces stiff competition from other ad-tech companies who are also vying for a piece of the pie.  What’s your opinion?

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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