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.
33:30
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Quick takeaways
- Combining traditional TV advertising's broad reach with programmatic strategies enhances campaign effectiveness through precise audience targeting and premium content.
- Utilizing Automatic Content Recognition (ACR) allows advertisers to minimize waste and improve targeting precision in Connected TV (CTV) and Over-The-Top (OTT) campaigns.
Deep dives
Understanding Traditional vs. Programmatic Media
Traditional media is characterized by ads that are broadcasted through means such as cable, satellite, or over-the-air television, where audiences receive content in a more passive manner. In contrast, programmatic media, especially in the context of Connected TV (CTV) and Over-The-Top (OTT), involves a more dynamic approach that leverages technology for targeted advertising. The distinction often comes down to automation and the ability to reach audiences through specific metrics and data, allowing advertisers to refine their strategies effectively. A key insight is how these mediums can complement one another, as utilizing both can enhance overall audience reach and engagement.
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