Total Video: Shifting Landscape, Unwavering Influence
Combined Linear and Digital Video in Advertising
EXPLORATORY SESSION
Sean Wright
SVP, Market Intelligence & Strategy
NBCUniversal Media
Rick Bruner
Head of Insights & Analytics
Guideline
Apr. 10, 2024 11am New York | 17:00 Paris
About Total Video
Video is the majority ad format of advertising. Sight, sound and motion is the magic formula for guaranteed human attention.
It’s no secret that classic TV – referred to as “linear” television, delivered via a broadcast signal or cables to a box in the living room – is declining in its contribution to people's media consumption habits, consequently impacting industry ad spend.
Rapidly taking the place of the classic TV experience and ad spend is Digital Video, in premium long-form content (variously known by acronyms including OTT/CTV/AVOD/FAST), short-form clips and user-generated content, which we can call OLV (online video).
This combined market of Linear TV and Digital Video is the Total Video market. Buyers and sellers of advertisers increasingly see it as a holistic Video advertising market with different channels for buying, formats, creative treatments, audience targets and other dimensions, but still effectively one ad market. The fact that nearly two-thirds of all ad spend is allocated to video marketing, spanning both digital video and linear TV, emphasizes the importance of multi-channel strategies that effectively reach a diverse and ever-changing audience, and the need for precise measurement techniques to maximize marketing effectiveness.
About Exploratory Sessions
With a series of exploratory calls, I-COM is providing a platform to discuss challenges such as:
Reducing ad spend inefficiencies across digital and linear video
Data-driven strategies for optimizing ad spend and personalization
Spend trends, shifting mix
Comparative pricing
Cross-device video consumption
Cross-platform attribution and measurement
Data integration and analysis
Opportunities to expand audience reach and engagement