Why You Should Be Selling CTV Ads On The Open Marketplace
Buying and selling Connected TV (CTV) inventory doesn’t need to be hard, and it certainly doesn’t need to be as fragmented as it currently is.
Getting ads on TV — whether connected or otherwise — used to be the preserve of the biggest 100 brands with the biggest budgets. However, the open ad exchange is making it possible for everyone to get involved in advertising on the biggest screen in the house.
But brands, agencies and broadcasters are being denied the highest ROIs and consumers are being denied the best ad experience because the open ad exchange is being under-used. In fact, four-fifths of global CTV deals are still being transacted by private marketplaces (PMPs).
You, and everyone else, should be buying, selling and viewing ads placed on CTV through the open ad exchange.
TV Is Changing – So Should Ad Buying
Everyone in adland knows that consumers are changing the way they watch TV. While reports (even B&T’s own) of linear TV’s death have been exaggerated at times, there is no doubt that fewer people are watching live TV as it happens through the traditional networks.
While CTV is inexorably taking the reigns from linear in terms of viewership, buying adverts on the medium has a range of problems — though they are all solvable.
For a start, ad fraud is one of the most often-cited problems with CTV ad buying.
“It’s the reason that the majority of global CTV ad purchases are still being transacted via PMPs or programmatic guaranteed (PG) deals and not within the open marketplace,” said Paul Gubbins, VP CTV strategy at Publica.
“Advertisers wrongly think that the open marketplace is murky at best and fraudulent at worst.”
One of the main reasons for ad fraud in CTV environments is the high CPMs on offer. As a result, most brands and agencies default to upfront deals or direct PG and PMP deals. While those methods of ad buying do offer the warm, comfy feeling that only a guaranteed deal can, it is changing.
Ads.Cert 2.0, for example, is being developed by the IAB Tech Lab to help fight digital ad fraud of all kinds, including in CTV environments. It cryptographically authenticates all parties in the supply chain and provides them with a distinct identifier, so everyone in the digital ad supply chain can see who’s who and what they’re doing together.
In fact, some of the concerns around digital ad buying in CTV environments do not even stem from TV advertising at all.
In digital advertising contexts, the open marketplace has, admittedly, suffered due to changing privacy rules, the ongoing depreciation of third-party cookies and the slow takeup of unified ID solutions. However, CTV environments are not subject to the same rules as regular digital advertising as they have their own operating systems, unique to CTV.
Creating an open marketplace strategy to work alongside PMP and PG would be better for everyone involved, regardless of whether they are large agencies representing the biggest brands in the world or small companies looking for a correspondingly small, but effective, splash.
Transacting to the open marketplace would not only allow everyone to compete on a fair footing, but it would also take advantage of the growing number of targeting and segmentation options that CTV offers. The days of paying hundreds of thousands of dollars for a 30-second spot on primetime TV are gone — instead, you can reach the audiences that matter to your brand.
There has been a level of concern about the scarcity of CTV inventory following the 2023 upfronts. Ad-buying agencies had taken the majority of the spots available and left smaller brands looking to advertise to fight over the crumbs. However, as the number of free ad-supported streaming TV (FAST) services and ad-supported video-on-demand (AVOD) services grows, there will be more opportunities for everyone to get involved.
Admittedly, CTV as a whole might not have the scale of linear TV, there are other distinct advantages beyond simply scale. Incremental audience reach, addressability and dynamic targeting capabilities can all lead to more effective and relevant ad spots, particularly within the open marketplace.
The Advantages For Sellers
The advantages of using the open marketplace for those on the sell side might seem obvious but they are often overlooked.
By selling on the open marketplace, publishers are able to make sure that all of their inventory gets sold. This increase in bid density means that publishers can maximise their yields, generating a higher return.
In fact, publishers can sell on the open marketplace and directly at the same time. On one hand, they can fill inventory and potentially maximise revenue and, on the other, they can guarantee revenue and keep up existing relationships. Selling via both means will also give publishers the chance to assess the true value of their inventory and get the most bang for their buck.
Even for small publishers, the advantages of selling on the open marketplace are clear to see. The open marketplace gives small publishers the chance to fill inventory quickly and efficiently, while maximising value, despite not having large sales teams or direct agreements with agency trading desks.
What’s more, the open marketplace offers publishers a chance to sell to advertisers of all sizes, not just the biggest brands in the world who would have previously purchased TV inventory.
A Better Audience Experience
In these conversations, it can be easy to get lost in the weeds and lose sight of who you’re actually looking to provide advertising for — end consumers.
A few years ago, the CTV ad-watching experience was frankly poor. Consumers would complain about seeing the same ads over and over again. The IAB, along with publishers, buyers and everyone else in the ecosystem have taken steps to address this with pod buying and other systems.
However, by refusing to switch to the open marketplace, buyers and publishers are not giving consumers the best experience possible.
Not unfounded concerns around ad fraud in CTV environments had meant that consumers were missing ads from brands that they might have identified with and could have driven serious results. These concerns should, if they haven’t already, be at least waning.
What’s more, concerns around brand safety and ad context should also be waning as FAST and AVOD publishers start to deliver the kind of programmatic targeting that has been seen in digital advertising for years.
In truth, the golden ad experience for CTV will not look drastically different from the experience on linear. Consumers will see 4-5 relevant ads per break. In linear TV, ad spots for popular shows would cost more and ad spots for more specialist shows would cost less but would still be audience specific.
In CTV, those same rules can be applied. An ad featured during the latest episode of Succession would cost more than an ad during some low-budget Netflix movie. But, by not selling on the open marketplace and by not filling their inventory completely, consumers are being denied the best ad experience, brands are missing out on exposure and, perhaps most importantly, publishers are missing out on maximising their return.
Buying and selling CTV ads on the open marketplace is not just the right thing to do for everyone, it’s the right thing to do for business’ bottom lines.
Latest News
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.