Why BVOD Shines Bright In A Cookieless World
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
BVODLatest News
News Corp Australia Gets Ready For D_Coded 2024
News Corp Australia will be unveiling transformative solutions to navigating today’s rapidly changing digital landscape at the company’s annual D_Coded event next week. Over two days in Sydney and Melbourne, a series of live presentations and product announcements will outline how brands can gain a strategic advantage, build stronger customer relationships and achieve long-term growth. […]
Ideally Continues high growth trajectory, appoints senior marketing lead
Ideally has appointed international brand marketer Maura Halpin to the newly created role of marketing lead, effective immediately. The appointment comes at a pivotal time in the brand’s ambitious growth strategy following its launch in August 2023. Since launch Ideally has announced a $2.15m seed investment has grown to nearly 20 staff across Australia and […]
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
The Oasis Committee in partnership with Spirit of Little Things has created the perfect bottle of gin for every media office bar cart with all proceeds from the signature gin to go towards Oasis Project and Western Australia’s disadvantaged youth. The Oasis Committee is focused on leveraging the power of the WA advertising and communications […]
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.