Taking Inventory: Getting Creative

Inventory Demands and Lack of Standardization Preclude Linear-Digital Bridge

A paradigm shift has taken place across the advertising industry. The ideology that emerged to accompany digital’s rise is permeating linear as well. And in order to contend with the new host of ad-free viewing options, ad time is decreasing across all platforms. Therefore, it is more imperative than ever that advertisers make the most of their brand exposure. That each ‘touch’ in their campaign is thoughtful and purposeful.

It has been shown that users prefer ads that speak to their interests directly. So much so, that they are  willing to share personal data in exchange for personalized ads. With digital, ads that follow you around the web have come to be the norm. But now linear is hopping on the targeting bandwagon, shucking off the broad part of old school broadcasting ideology and bringing cross-platform continuity to this curated ad experience philosophy.

This will require more buyer-side collaboration, increased connection between linear buyers and digital buyers. And for linear that will mean a massive shift, both ideologically and logistically. And it won’t happen overnight; this will be a process. But even once you improve linear-digital buyer collaboration, advertisers must face the greatest challenge of this new era: inventory.

Users consume so much media nowadays that it’s imperative to provide a variety of spots and to create an engaging narrative. The gold standard is outstanding creative that is relevant to a potential buyer’s lifestyle.

Effective targeting diminishes the pool of ads that fit a specific user. That leads to problematic frequency issues. While users like ads that speak directly to them and their interests, no one wants to hear the same message over and over. The goal is incremental reach without duplication. And that means you need well-oiled supply-side management, keeping your messaging across platforms interconnected, not fragmented. Speaking to targeted users with messaging that follows an overall narrative strategy, not just a bombardment of ads.

The simple solution to this issue: more inventory. More inventory for all screen types. Personalized, specific, for all formats and all ad lengths. This puts increasing pressure on creative teams. Users consume so much media nowadays that it’s imperative to provide a variety of spots and to create an engaging narrative. The gold standard is outstanding creative that is relevant to a potential buyer’s lifestyle. In order to achieve this, publishers need to develop tools to measure and enforce how ads are playing. Many tools to handle frequency capping are emerging, but with such a wide variety of workflows, solutions must be developed that can function across multiple form factors.

With new challenges constantly arising and evolving, finding that solutions are right for you can be a daunting prospect. At Tylie, solutions are what we do. And as a premiere post services provider, we’re here to help with all of your versioning needs.

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