Why BVOD Shines Bright In A Cookieless World

Why BVOD Shines Bright In A Cookieless World
SHARE
THIS



While the crumbling of the cookie has rocked many an ad practice, broadcast video on demand is one channel that is poised to not just survive, but shine, according to EMX Digital country lead Deryck Wills.

Marketers have never been under more pressure than they are today.

Whether it’s juggling multiple campaigns and media channels or getting a handle on big issues such as brand safety and consumer privacy nuances, the job has become increasingly complex.

With such complexity and market fragmentation comes the intense pressure to keep up with the latest innovations, technologies and of course, stay apace with the fast-moving consumer.

The intensity around proving return on investment (ROI) has also ramped up, which has its benefits and disadvantages.

On the one hand, being cautious over ad spend tactics and new media channel dalliances can be seen as a prudent move, on the other hand, such risk-averse behaviour can stifle innovation and inhibit test and learn mentalities.

This brings me to the crossroads where marketers seem to currently be at with broadcast video on demand (BVOD) right now.

Yes, there’s a pool of bold marketers following the eyeballs and investing in BVOD, but many of these are seemingly TV spenders who have opted to slightly split the TV spend pot. Or alternatively, they’ve taken the advice of those proactive and forward-thinking agencies that are urging a shift in ad spend towards BVOD.

According to ThinkTV figures released earlier this year, viewing of commercial BVOD rocketed by 43% to a new record in February, compared to a year earlier.

These ThinkTV numbers are rightly getting marketers excited about what BVOD could do for their brand. When you couple this with some of the cookieless measurement tools that are now becoming available, the future starts looking very bright.

With Apple, Mozilla and Google cracking down on third-party cookie tracking in their browsers, this brings a world of new challenges to an online advertising world that still relies on cookies.

Yes, unique cookies that track your online behaviour are valuable, but they aren’t the be-all and end-all and shouldn’t throw ad targeting tactics into a downward spiral.

While programmatic advertising is undergoing this large-scale change, it’s important to remember that despite the perceived threat, there lies the opportunity to reach deeper into the media channels that are set not to be rocked by the demise of cookies.

Essentially, cookies are only the tip of the data iceberg and its time marketers wised up to that.

This is where I feel BVOD is poised to really step up to the plate and take a bigger slice of the ad spend pie.

There are BVOD tracking methods that are 100 per cent cookieless that do not rely on the data management platform (DMP) solutions that currently pull in such data; it’s just they are only now hitting the market.

As an example, EMX can match data that comes through in the bid request with what already exists within the Engine Insights research panel. Once we match the viewer in their database we can send them a survey to determine campaign performance and report on important metrics like, brand uplift, purchase intent etc. This is a first of its kind and these insights are helping prove the true ROI of marketers BVOD campaigns.

It is early days but results so far from our client beta tests show outstanding results and it’s something marketers should be excited about.

Compared to cookie match rates of around 0.08 per cent, we see around a four per cent match rate using non-cookie matching.

This allows us to generate far higher responses and in return, provide better statistical relevance.

This shift from relying on the cookie serves to prove that with the right test and learn attitude, bold marketers and agencies who are willing to step out of their comfort zone can open themselves up to even better ways of doing things than before.

It just takes a curious mindset, a thirst for education and a desire to want to traverse paths unexplored.

So, the next time you read a story about the doom and gloom of data and privacy shakeups or fear-mongering about negative ramifications of a cookieless world, challenge yourself to think first and foremost about how this could, in fact, be a positive.

BVOD is a glowing case in point. A booming new channel with roots in the traditional, yet the way it can be measured and explored is set to shake up and innovate the TV sector as we know it.

It just takes a different approach and a willingness to dig that bit deeper.

Please login with linkedin to comment

BVOD

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]