Mixed emotions today - some genuine sadness that as of Friday I have left the good ship Amagi after a really superb couple of years - blended with palpable excitement as I embrace a new challenge as the Prinicipal and Commercial Lead on ad tech for Synamedia.
As the inexorable move to cloud Broadcasting continues , one of the major factors in this migration is an immature and challenging monetisation ecosystem. All sides are beset with challenges:
The Broadcaster; used to Clearcast approved asset based ads served from client side is finding it hard to find the value or integrate the necessary technology and prowess to create a new commercial paradigm at the same value as the old. But... as $Ad continue to walk across the aisle from linear to digital - so it must be. Legacy set ups are straining and failing to deliver..so change is inevitable.
The TV advertisers and their agencies are tasked with moving TV campaigns to the data driven programmatic delivery and trading mechanic; The internal expertise sitting outside ot traditional TV buying teams. Again the metrics and planning need to integrate into a wider media strategy and reporting line. Literally decades of planning and buying strategies slowly becoming unfit for purpose.
The Server side delivery for CTV offers precise targeting and personalisation of ads and content based on viewer data, providing advertisers with highly enhanced audience engagement. All the benefits of web based digital - but without the sewer of nefarious content, a nice shiny large screen real estate (with no below the fold viewing issues) to positively drive branding and and a delivery platform that largely mitigates bot traffic and fraud. Yet still, CTV buys remain largely homogenous - scale taking precedent against the myriad targeting complexities available in all this rich data.
The reasoning largely being the unification of audience view, content delivery and performance metrics has proven almost impossible in this new fragmented TV world where most Broadcast partners are offering a proprietary stack that cant merge analytically with others.
As long as these remain such key pain points - the benefits for all remain unexploited.
One word for you. Iris
Leveraging the groundbreaking technology Synamedia developed for the market-defining Sky AdSmart solution, Synamedia Iris offers a unified platform for running consistent campaigns, managing inventory and assets, and reporting across broadcast and OTT networks. Service providers can now expand their addressable footprint across multiple devices and platforms to capture new valuable audiences with relevant ad experiences that generate additional revenue opportunities.
I am interested in having a conversation with all that share these pain points- Lets start an industry narrative on how we address the pain points collectively. Synamedia are at the tip of the spear here - so i am sure we can offer insight and expertise to the collective objective
Cheers
