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LiveRamp电视 is On: Transform TV through People-Based Collaboration, 激活, and Quantification

  • 杰伊·普拉萨德
  • 4分钟阅读

当我刚进入电视行业的时候, our biggest challenge was distribution of premium content to 数字 and mobile screens. There was a lot of short-form content being created, but no simple path to ensuring viewability in all the right places. 

然后是流, 可寻址能力, ACR data, attribution, the need for modern currencies … the list goes on. These seismic shifts have challenged many players in the industry who have struggled to come to the table with workable, 达到受众的双赢解决方案, 测量结果, and safely and securely collaborating with data to preserve both privacy and utility. 

On the flip side, what hasn’t changed are viewers’ appetites for what’s new and next. It’s been amazing to see global audiences embrace content that was once solely broadcasted in and enjoyed by TV viewers in South Korea or Denmark. As the TV industry has pushed beyond boundaries and borders, so have once-niche communities of viewers who now find kinship and understanding around the world. There’s no going back to the way things were, and that’s why we’re so excited about the LiveRamp电视增强平台的推出.

LiveRamp电视 启动一个新的合作时代, 问责制, 以及程序员之间真正的联系, 分销商, 平台, 和广告客户. You don’t have to be a TV veteran to know why this is exciting. If you’ve ever wished for better campaign planning, 测量, 和协作, you know what a game changer LiveRamp电视 is for bringing much-needed order to a widely fragmented ecosystem. 

We’re thankful to our partners and customers who have been with us on the journey to launching LiveRamp电视. 在接下来的几个星期里, we’ll publish interviews with leaders in TV so they can share what excites them and what they see as the future of this ever-changing medium. Our first interview is with Brian Lin, Senior Vice President of Product Development, Univision:

1. What has been Univision’s greatest challenge while adapting to the shift in consumer consumption of TV?

随着媒体消费的不断发展, one of the biggest challenges the advertising industry faces is how audiences can be synthesized, 聚合, 并在所有内容平台上进行测量. 

2. What is Univision doing to respond to this shift? What are some challenges or opportunities ahead?

We are accelerating our investment within ad innovation across multiple fronts. Our thesis and strategy reflects changes happening within our industry, from increased privacy regulations to technology advancements.

聚合 – As fragmentation continues, our content is being distributed and consumed across more 平台. We need to be able to aggregate these impressions across all endpoints with uniform data.

精度 – 精度 provides the ability to put the exact ad on a specific piece of glass in front of the right consumer at the right time. To that end, we will pursue 可寻址能力 and dynamic ad insertion across all endpoints.  

结果 – We are interested in how we transact on client outcomes attributable to our media campaigns, 包括但不限于人流, 搜索活动, 网络访问, 和购买. The goal is to get closer to using what our clients care about most as the actual currency metric.

数据互操作 – Clients will want to use different data sets for currency and/or optimization and combine first- and third-party data. We will need a set of systems and tools that can safely and securely access multiple data sets.  

3. How are you using LiveRamp电视 to address some of these challenges?

Partnering with LiveRamp is Univision’s latest step forward in transforming our adtech capabilities and delivering sophisticated targeted solutions for marketers to reach the diverse Hispanic audience. The partnership will help us aggregate audiences across our leading 平台 and drive 跨平台的优化 for clients to effectively connect with our audiences with the right message across our content footprint.

4. What makes Univision’s viewer base unique and differentiated for advertisers?

Univision is the leading Spanish-language media and content company in the U.S. 的信任, combined with the breadth and depth of engagement we have with the Hispanic audience, is what differentiates us in the market for advertisers. Univision是美国之音的总部.S. 拉美裔人, and we deliver over 100 million engagements organically across multiple 平台, 包括线性, 数字, 流媒体视频, 和音频. 

5. What’s your favorite thing you’ve seen recently on TV?

Fresh in my mind is the 2021 Concacaf Gold Cup, where Miles Robinson, U.S. 中锋,反攻得分,赢得冠军.

To learn more about how LiveRamp is transforming the TV advertising ecosystem, 阅读威利斯人官方网站的新闻稿 或加入威利斯人官方网站 纽约广告周 for our session titled “Enhancing Customer Experience with Cross-Screen 测量 & 数据协作” on Thursday, October 21, 2021, from 10:30 – 11:00 am ET.