Doug Fleming is responsible for leading Hulu’s efforts within the emerging advanced television environment and designing and developing Hulu’s digital video offerings. Previously, Fleming was a programmatic publisher and video strategist at Prohaska Consulting. Prior to that, he was the Vice President of Digital Sales at USA Today Sports Group where he led the East Coast Multimedia Sales team. He also held a role at ESPN as the Director of Audience Sales where he led the newly created private marketplace sales group overseeing ESPN’s Private Ad Exchange Marketplace. In his role, he created and deployed communication strategies to the advertising marketplace regarding ESPN’s programmatic strategy. In addition, Fleming has worked in various sales and ad operations roles at ESPN and Walt Disney Internet Group.
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?
Should an Advanced TV definition include what is currently known as “online video” or is that another category?
Online video is an entirely separate category from Advanced TV. Advanced TV is an innovation that was built on top of a traditional, linear broadcast model with all the benefits & targeting capabilities of digital. Advanced TV is still long-form, premium content. Online video on the other hand begets short-form snackable content, not the long-form lean back environment of TV. Advanced TV has as much to do with the viewing platform, as it does with the evolution of targeting.
What market forces will push the industry towards Advanced TV?
There are a number of market forces that are already pushing the industry towards the adoption of Advanced TV. First, the de-bundling of traditional cable and the emergence of over-the-top services. The increased expectation of precise one-to-one targeting, which without data inherent in Advanced TV would not be ascertainable. And ultimately, it comes down to the consumer. Advertisers are consumers first and foremost, and their desire for more relevant advertising and content experiences will be a driving force behind the adoption of Advanced TV.
What is the right way to measure the value of Advanced TV – e.g. ROI/Closed Loop, Engagement, CPM/Cost Per Point, Brand/Ad Effectiveness Studies, Delivery?
The industry needs to agree on one universal currency. However, there will always be room for publishers to showcase their Advanced TV solution by engaging in ad effectiveness studies to help buoy the value for brands.
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 no longer a question of whether automation will become synonymous with digital trading, it’s a matter of the pace in which it will occur. By 2020, I anticipate a significant percentage of TV budgets will be dedicated to Advanced TV, but it will take to about 2025 before we see Advanced TV dictating television budgets.