According to Fox Network Group, the Disney subsidiary, advertisers are looking for precise household demographics through layering data or using first and third-party data about the potential customers they are trying to target. The Group says it has always been ahead of the curve in terms of trying to making its inventory available for digital and literal programmatic.
Media buyers can now purchase NBCU's OTT and CTV inventory using Mediaocean's Spectre platform, a media-buying software platform that will allow them to manage campaigns in DMAs throughout America as well as giving them advanced audience and geo-targeting capacities and access to long-form premium inventory.
Before the pandemic, online retailers tended to spend 90% of their ad budgets on performance media, typically Google and Facebook, but this is changing, and in good part due to lack of reach. Advertising on TV is also a way to stand out from the competition, particularly as companies expand from being small to becoming large.
According to Innovid, the NY-based marketing and advertising company, there are verticals, such as consumer-packaged-goods, insurance, and telecoms, where the demand for ads has increased. At the same time, OTT services picked up some of the ad budgets assigned to live sports pre-covid-19. Trends that are likely to remain in the longer term include connected TV and programmatic.
A virtual showcasing of video inventory, which included presenters such as Condé Nast, Vice Media Group, and Barstool Sports, said that media buyers are attracted by the nimbleness and flexibility which their video inventory offers during this traumatic, covid-19 pandemic. Low budget videos appear particularly attractive to these publishers who want to ensure they have sufficient inventory to take them into the fall.