“On TV and videoA column that explores opportunities and challenges in advanced TV and video.
Today’s column is by Lukman Parampath, VP of Product Management Years.
In 1868, Consumer Packaged Products entrepreneur JR Watkins pioneered a new advertising strategy – money back guarantee.
New buyers were unsure about Watkins’ home apothecary. Buyers bear all the risks without any quality assurance. So Watkins offered a full refund for any product that did not live up to its promise. Transparency has helped turn a small business into a well-known personal care brand that recently celebrated its 150th anniversary.
For marketers, delivering quality information through advertising is always a challenge. Today, it is as important as ever. But with more platforms and devices than Watkins considered 150 years ago, it’s more complicated than ever.
How can the industry capture quality in today’s TV advertising ecosystem?
What matters most is focus
Let’s start with a definition of ad quality – the assurance that consumers are buying exactly what they believe. Fortunately, in the early years of digital advertising, issues such as fraud, visibility, and malware plagued TV streaming.
However, as TV ads become more automated and open exchanges expand, it is important for marketers to focus on the most important issues – quality – and prepare their plans for the world ahead right now.
Quality includes multiple aspects. The content itself has quality, like a high production standard. There is also the quality of traffic: real people versus bots. Ultimately, quality stems from having a direct relationship with the consumer as well as a direct relationship with the publisher and / or platform.
Focusing on this direct relationship will result in the highest quality of advertising on TV streaming.
Champion transparent value
The value of advertising is a team game. The advertising industry succeeds when we create shared, transparent values that make it easier for marketers to identify the best ad listings.
For example, IAB Tech Lab has worked to create quality structures. These include the ads.txt for publishers to list their authorized resellers, the buyers to find out who is selling ad inventory to sellers.json, and the SupplyChain object for marketers to sell or resell all parties to the bid request.
Meanwhile, Omnicom Media Group has launched the TV Signal Standardization Initiative, a protocol to accelerate the transfer of advertising spending on TV streaming. Outcome: When we come close to clear guidelines and technology for ad quality, marketers can confidently follow the consumer.
Put consumer confidence
Trusted platforms and publishers are the best way to ensure the quality of preferred brands. Marketers have a clear choice when buying ads: direct consumer-related partners or directly consumer-unrelated intermediaries.
Trusted platforms and publishers are household brands that know their users, have a consumer technology stack and privacy policy, and provide support if customers have any questions. Intermediaries collect data with logins and IDs that most consumers do not understand. They use the consortium to pass data between different partners, endangering the trust of consumers.
Leading brands cannot take quality risks with partners who have not built trust directly through consumer relationships. Brands must believe in design values. Together, we have a tremendous, industry-wide opportunity to build today for the future of advertising quality tomorrow.
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