The pandemic, and D2Cs, accelerate the move to performance advertising in TV; Publisher takeaways, ads placed around news, and does targeting get too much credit?

The way that people consume TV and video content changed drastically through the pandemic. In response, advertisers have begun to look a little differently at how they apportion spend across the various video channels and platforms available to them. September 9, 2021 [The pandemic, and D2Cs, accelerate the move to performance advertising in TV; Publisher takeaways, ads placed around news, and does targeting get too much credit?]() The way that people consume TV and video content changed drastically through the pandemic. In response, advertisers have begun to look a little differently at how they apportion spend across the various video channels and platforms available to them. We spoke with Calum Smeaton, founder and CEO at cross-platform TV measurement firm TVSquared, about how advertisers are making their video spend work better for them and how direct-to-consumer (D2C) brands have led the way in this regard. How did the pandemic impact the performance advertising proposition for TV? It sharpened the focus on a lot of the things that performance advertising is all about. Making sure that you can actually understand the effectiveness of your advertising is an obvious thing to do, but it’s surprising how long it took a lot of people to really apply the same playbooks that we saw in digital to TV. The focus on costs and budget sharpened, too. You saw more brands trying to really understand how they could optimize their spend to get the same return. The other thing that really drove this behavior was the accelerated shift to streaming. With that you get the benefit of additional data points and the flexibility that you didn't normally get in linear TV. This suddenly gave you the ability to buy TV more flexibly than you did before, when you were always thinking about upfronts and buying ahead. The structural trading component of it changed, because the nature of how TV was being consumed changed and, therefore, the services and platforms you used to get to that audience changed. You’re going to see an acceleration in the need for better TV measurement, but more importantly, it's about better cross-platform TV measurement. [Read the full article.]() [How to Master in the Moment Digital Engagement]() With endless ways to connect and interact with customers digitally, it takes an air-tight plan to nail real-time engagement. Master how you engage customers in the moment by adding the expert approaches laid out in this eBook including when, where, and how to engage with customers online. 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