The Programmatic Digest 158. Mastering TV Advertising: Balancing Traditional and Programmatic Strategies with Haley Wiaz
Oct 15, 2024
Haley Wiaz, Group Director of Digital at Scale Marketing, brings her expertise to the conversation about merging traditional TV advertising with digital programmatic strategies. She dives into the value of premium content and partnerships with platforms like Hulu and Peacock for enhanced campaign reach. Haley highlights the role of Automatic Content Recognition (ACR) in engaging consumers and shares best practices for successful CTV and OTT campaigns, emphasizing brand safety, flexibility, and the need for constant testing to perfect strategies.
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Traditional vs Programmatic TV
- Traditional TV offers mass market reach through broad, untargeted ads like those during sports games.
- Programmatic TV uses automation and audience targeting for more precise reach and efficiency.
Audience Differences in TV Channels
- Traditional TV mainly targets older demographics with lower CPM and broad reach.
- Programmatic CTV is ideal for younger or hyper-targeted audiences despite higher CPMs.
Use ACR for Cross-Channel Targeting
- Use Automatic Content Recognition (ACR) data to suppress duplicated ad impressions between traditional TV and streaming.
- Apply sequential messaging to build on TV exposures across channels for stronger brand recall.
