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Content creators seek greater consumer engagement

Content Targeting for Greater Consumer Attention

March 28th, 2016   ||    by Andrea   ||    No Comments

Content targeting—ensuring greater consumer engagement—has never been more important to programmers and advertisers. But how can these creators capture viewer attention in a world of multiple devices and multitasking? At a recent Mediapost Programmatic Insider Summit, Nicolle Pangis, COO, Xaxis, indicated a need to focus on creating better experiences in content targeting. Indeed, there is a lot of innovation in the areas of creative, targeting, and technology that is advancing the industry.

Creative

Available content across platforms has expanded in variety and access. Content companies, with the help of new technology, can now better target the consumer and maximize cross-platform opportunities. Programming and advertising, once rolled out in its original format across platforms, now formulates to the unique immersive experiences from the large to small screen. Vine’s seven seconds requires a different ad and program concept than a sitcom, for example. Simply understanding how certain content engages viewers across platforms is paramount.

Speaking at a PSFK conference, YouTube’s Kevin Allocca upended preconceived notions about what makes a video popular, for example, a four-minute video of elks crossing a road garnered over a million views, mostly in the western United States. “Tech makes global possible but it is still local,” he said. It is impossible to predict if a video will be popular or hit the cultural zeitgeist, but, according to Allocca, “knowing how video works is to understand how creativity works.”

Targeting

Better targeting results from enhancements in measurement, accumulation, and refinement of big datasets. Shereta Williams, President of Videa, noted, “Measurement will change over time to include more spending, behavioral, and psychographic data, in addition to demographic and viewing data. Nielsen won’t go away. It will get augmented with additional information on who is viewing what.”

Industry consensus is required. Sherrill Mane, SVP Research, Analytics and Measurement, IAB, explained, “The best way to deploy technology to the advantage of user experience is to start with the people who create those experiences. Publishers can invest in and create superlative content experiences and limit ad inventory per page. Even so, publishers cannot ensure a superior experience without the help of marketers and agencies. It is time to limit the number of tags affixed to each ad: we don’t need multiple vendors capturing the same metrics per ad. Start designing captivating experiences, not ads that annoy and work with publishers on L.E.A.N. ads.”

Technology

Technology is the core of behavioral change driving decision-making. The ability to insert ads dynamically in near realtime was a dream five years ago. Now we can not only insert but also dynamically target by segmentations. Advertisers now also benefit from new video formats like GIFs and audio agnostic videos that play without sound until user initiated, notes Ad Week.

The future is one of optimism to those who embrace change. “Technology is seemingly disrupting television on all fronts. But I see a distinct purpose to the disruption,” explains Evan Shapiro, EVP Digital Enterprises, NBCU. “New technologies make storytelling better by offering consumers greater choice, control and quality and allowing artists to cater to specific and discriminating audiences. In the past, producers needed to cater to the lowest common denominator and attract them to watch at a specific time on a certain day. Today audiences choose to watch whatever they want when they want. While we may have lost some of the power of the common TV campfire, there is freedom that comes with knowing that not every work needs to hit all four quadrants all of the time.”

To learn more about content targeting, contact Videa.

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