In his role, Anthony oversees all non-linear video activity across Dentsu Aegis Network, with a particular focus on Advanced TV strategy. He works with all client teams across the group to educate them on capabilities and best practices within the ATV space, inclusive of Addressable, Programmatic and Connected TV tactics. Prior to joining DAN, Anthony spent 15 years working at Mediabrands across a variety of client categories inclusive of CPG, Spirits, Retail, Sports, Tech and more. He started his media career as a TV Buyer with Universal McCann, and upon the launch of BPN and as a result of his extensive industry expertise, Anthony became the Investment Lead for the agency. During his tenure at BPN, Anthony gained a deeper understanding and appreciation of digital and programmatic strategy and combined that knowledge with his passion for TV. Anthony graduated with a Bachelor’s degree in Marketing from Fairfield University and holds a Master’s degree in Marketing, Entrepreneurship and Innovation from NYU Stern.
The definition of the term “Advanced TV” is still a bit vague. What are two key principles that a proper definition of Advanced TV should have?
We define “Advanced TV” as a form of video advertising activation that converges traditional and digital methods in a strategic fashion that employs data and technology to deliver business results. The specific tactics under this category include Programmatic TV, Addressable TV, Connected TV, Linear Audience Targeting, Set-Top Box VOD, Interactive TV, and even Second-Screen Retargeting. The underlying principles of each is to leverage a unique data set to improve the targeting/accountability of the video campaign and/or capitalize on technological capabilities to improve the efficiency and efficacy of our buys.
Should an Advanced TV definition include what is currently known as “online video” or is that another category?
While our approach to video planning and buying looks at both online video and linear TV holistically, we do not consider online video a component of the “Advanced TV” definition. Advanced TV is the convergence of the best of digital with the best of linear advertising. Online video is an important part of maximizing the reach of our video campaigns. However, for simplicity, we keep the term “Advanced TV” reserved for those tactics that are more focused on utilizing data to improve the targeting of what would otherwise be traditional linear TV buys.
What tools/technology/innovation are missing on the buy-side for Advanced TV to grow?
To execute truly audience-based buys, agencies first need planning tools that can optimize campaigns across all Advanced TV tactics (addressable/programmatic/connected TV) in addition to their linear and digital video ones. For example, we are in the process of enhancing our proprietary TV Stack tool to include all Advanced TV tactics so that media planners can determine the optimal allocation of budgets across our entire video strategy. Then, due to the fragmented nature of the current marketplace, agencies need a DSP which can take the unique target segments and reach them across all platforms in an unduplicated way, while optimizing the frequency of each one. Many DSPs are making great strides in approaching this goal but can benefit from deeper integrations with both data partners and media owners.
Which types of advertisers would probably have the most success with Advanced TV today – e.g. Verticals, Branding vs. DR, etc.
There is a strong Advanced TV use case for all product categories. The challenge is to align the right approach with the brand objective. We can maximize campaign reach, increase frequency against high-value segments, conquest our competitors, find new audiences…all to achieve the numerous KPIs advertisers wish to hit. Therefore, the advertisers who will see the most success with Advanced TV are the ones with very clear objectives for their TV campaigns and the willingness to embrace data and technology in order to help reach them.
Look into your crystal ball and predict if the majority of television budgets will one day be spent in Advanced TV? If yes, then when?
It’s hard to imagine that ALL television advertising will be spent in “Advanced TV” in the future, but we do believe that Advanced TV will be a scaled part of video buys. Advanced TV is simply the evolution of TV buying. We have always used data to improve targeting, but today we have more access to data on the front end, technology that allows us to facilitate transaction, and better data on the back end to measure success. It has been said that “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” We want to get to a place where no dollars are unaccounted for. As the supply side (media owners) accelerate their adoption of audience-based buying tactics, advertisers will shift more and more of their spending towards this approach to improve the efficiency and efficacy of their advertising. Television will become a media channel that is just as accountable as all other digital channels, with targeting down to the household level and back-end reporting to measure any KPI a client would be interested in measuring. But while audience-based buying will be the primary method of securing television inventory, there will still be a place in many advertisers’ campaigns for content alignment. So, the most successful campaigns will strategically blend both targeting tactics.