On Tuesday 29th August, Tremor Video Australia assembled over 130 industry leaders at the Shangri-La in Sydney to discuss the rapidly changing video landscape, alongside emerging opportunities presented by the shifting viewing habits of Australian audiences.
The Video Evolution was the third part of our global Tremor Video Summit Series: a succession of events raising industry questions that no one wants to ask, but are eager to talk about. No sales pitches, just interesting conversations on hot topics.
Panel One “What is Premium?”
The first panel featured experts from Ikon, Adobe, Yahoo! and News Corp aiming to answer the deceptively complex question, What is Premium?. All panellists were in agreement that premium is broadly defined as something which features quality production and content, but there were some differing opinions from the publisher and buy side on whether brand safety should be included in this definition or whether it was an entirely separate topic to be managed and defined specifically by each client or advertiser.
The other main debate surrounded view ability and the industries reliance on VPAID technology to measure it, which can often cut out large chunks of a broadcaster supply. The general consensus was that common sense must be applied alongside measurement tools to overcome measurement shortcomings “ especially around mobile app and CTV supply.
Panel Two “Adapting to a New Wave of Audience Behavior”
Panel number two discussed the opportunity programmatic presents when looking at inventory spikes, against the norm of even daily delivery which is generally expected by buyers. Panellists from Fairfax, MCN and Seven West Media all expressed their wish to push the industry to become more communicative and flexible when it comes to spikes in supply. Both Jonathan Munschi from SWM and Tori Benzie from MCN revealed an emerging trend, whereby the scale of digital broadcast volumes are starting to influence programming decisions. They also confirmed that consumption habits across connected screens, such as bingeing on content late at night, are inherently different from those which have previously been seen on linear TV.
On the buy side, Mitch Waters from The Trade Desk agreed with the benefit of accessing spikes and recommended that buyers employ time targeting to hit the right user when they are most engaged. From Cadreon, Flaminia Sapori talked about the linear way in which campaigns are currently planned and how it is hard to justify moving outside the boundaries that are set in planning. Despite these challenges, she and her team balance human intervention with technology, including implementing alternative delivery methods to better take advantage of these spikes.
IAB: Connected TV White Paper and Panel
The final panel, which was hosted by the IAB, focused on the IABs White Paper “ Connected TV: The New Era of Television, which Tremor video are proud to have contributed to. The session looked at CTVs exponential growth, ambitions for the platform in the future, and challenges that the industry is facing. Juliette Stead, VP APAC from Tremor Video, presented the first party data from Australias main FTA broadcasters. Connected TV already makes up ~35% of broadcasters online video supply in Australia and grew 350% from the start of 2016 to March 2017. OTT devices have led much of that growth, with a 400% increase in OTT device delivered streams over the same period. Vijay, IAB Australias CEO, talked about how the power of digital, alongside traditional TV viewing makes Connected TV the ultimate experience for consumers and advertisers alike.
The panel, featuring SBS, Nine, Tremor Video, the IAB and Amnet sought to discuss the findings and identify how we can make the most of this opportunity over the next 12 months. Hayley Cameron from SBS talked about the chaotic success that was Handmaids Tale (launched on SBS On Demand, before broadcast), which both identified the potential that connected TV has and how quickly audiences have shifted, but also the number of challenges that still stand in making connected TV a polished product.
Meanwhile, Niamh from Nine echoed sentiments from the earlier panel, that some programs, particularly those that skew to a younger audience, were starting to perform significantly better across digital than when aired on linear TV. Rich Wheeler from Amnet explained how connected TV is an easy sell into advertisers, however the development of a universal currency across both linear and digital it what will truly drive greater buyer input.
Thank you to everyone who attended, the IAB for launching the Connected TV White Paper at the event, and to all the panellists who helped facilitate an amazing afternoon!