Advanced Advertising: Experts See Opportunity for Targeting, AVOD Buys
When TV advertising finds a new normal after the pandemic, targeted ads are more likely to be a bigger part of the ad mix, experts said during Advanced Advertising panel sessions Monday at a Future-produced virtual event.
Experts also predicted some “share shifting” of ad dollars away from broadcast TV toward ad-supported streaming services, social apps (such as TikTok) and other emerging video categories. And they said the pullback by some advertisers, including ones in travel-related businesses, has led to increased opportunities to advertise on platforms that are seeing a surge in viewing, including connected TV and over-the-top outlets, at reduced rates. That is an opportunity for image type advertising including by TV brands looking to raise awareness among consumers.
Monday was the first day of the four-day Advanced Advertising Virtual Summit, with two panels moderated by Jon Lafayette, senior content producer for B+C.