Where next for TV advertising?

TV advertising is changing as much as the programming and platforms themselves. It’s becoming more targeted and relevant to those consuming the content and there’s a large amount of potential for growth in the future.

Ahead of his participation on a panel discussion at the Future TV Advertising Forum in London, we asked Xavier Denis, Director of Television Advertising Solutions at ARRIS what he’ll be discussing.

Xavier Denis, Director of Television Advertising Solutions, ARRIS

Xavier Denis, Director of Television Advertising Solutions, ARRIS

The TV business is going through rapid and significant changes. Some see a real benefit to consumers. But what is the impact on TV advertising models?

In my mind, there are a couple of things going on. Firstly, we’re seeing large investments from both the traditional service providers as well as new entrants, the more OTT-centric providers, who are working to make content available on any device, as well as improve the overall customer experience. That’s good for addressable television because addressability – the ability to target specific audiences based on demographic attributes – is a by-product of those investments.

Secondly, the content providers themselves recognize that the future is in cross platform reach to cater to new consumer habits. The challenge to TV providers in general is to enable those cross-platform experiences.

If you look at the way spending in general has trended, you’ll see TV ad spend has held steady, which means that it’s still a compelling inventory for marketers and brands to tap into. So, on balance, I think the future of TV advertising is very promising.

Addressable TV: what are the bright spots, and what are the challenges?

Addressable TV is the ability to target specific audiences, as opposed to targeting general geographies. Although it’s still a small portion of the total ad spend, it’s growing. In the US, it’s set to double this year and grow to above $2bn in 2018, according to eMarketer.

There’s another interesting element to add to this by looking at reaching customers across platforms, which is also becoming more targeted. comScore did a study and showed the incremental power of TV networks’ digital properties, which represent nearly a third of unduplicated reach. The situation is good because more of the infrastructure is addressable, so addressable advertising is growing.

The main challenge is that there’s still some work to do in terms of automating and harmonizing how inventory is presented to buyers. More importantly, there’s an intense debate over the issues of attribution and measurement and there’s still a lot of work to find metrics that apply to the various ad formats.

What opportunities do you see in the next 2-3 years?

I think you will see a gradual shift towards more dynamic models. Some of the inventory outside of the top networks and primetime is currently undervalued. It doesn’t mean that the traditional models will go away – on the contrary. The live ad on the Super Bowl will still be sold the way it has been traditionally sold. But where addressable TV drives additional value is in the inventory where targeted audiences across a variety of channels is more valuable than inserting a spot on one specific channel for a general audience. With the new measurement and inventory management tools in place, there will be opportunities to create audience-based products to generate more value for inventory owners and marketers alike.

I also expect that the harmonization of measurement metrics across platforms and ad formats will accelerate collaboration between inventory owners to offer more options to the buy-side, with a greater ability to bridge across channels and devices to offer more reach and minimize the effects of audience fragmentation.

In general, the outlook for television advertising is very good. We know that television provides a brand-safe, highly engaging medium. In the end, it is about working to continue to drive addressability in service providers’ networks and to improve integration between the sell and buy sides.

Black Friday Broadband Special

Shopping enthusiasts, we have a Black Friday deal for you…we’re offering $40 off our SURFboard® SBG6700-AC Cable Modem & Wi-Fi® Router at $119.99.

image6700This might be the most important gift you buy this season; especially, if you buy it for yourself. It is, as they say, the gift that keeps on giving. First, you’ll save over a hundred dollars each year in modem rental fees.

Second, it’ll bring the newest, hottest entertainment and connected experiences to your home for years to come.

Third, you can use it to harness all the speed from your Internet connection to shop online for even more deals the rest of this holiday season.

This Black Friday, the SURFboard SBG6700-AC is our gift to you. Check out Best Buy to take advantage of this deal!

Daniel Suárez is 2016 NASCAR XFINITY Series Champion!

Daniel Suárez won the XFINITY Series season finale and title at Homestead-Miami Speedway on Saturday, becoming the first Latin American champion in a NASCAR® national series.

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The 24-year-old Mexican bested fellow championship contenders Elliott Sadler, Justin Allgaier and Erik Jones on a botched restart with three laps to go.

Daniel Suárez: “It’s very hard to put into words,” Suarez said. “I’m speechless right now. I’m just very proud of everyone and thankful to have the family that I have, my mom, my dad. They gave me all the tools to be here right now. They put me in a car even when we didn’t have the support or the racing background. They supported me, and right now we are just living a dream.”

Joe Gibbs: “For us, after two years, to be where we are tonight is amazing,” car owner Joe Gibbs said. “This is going to be a big deal for our sport. It’s huge.”

Cheers to you, Daniel!

TV is better and more personal than ever

Today is the 20th anniversary of World Television Day – a day that celebrates the medium of TV and the power it has to enrich lives.

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TV is not just TV anymore

We love TV – especially the way it has changed over the last two decades. TV isn’t just TV anymore. It offers more choice, personalized content and formats than ever.

Twenty years ago, many of us began to make the transition from analog to digital – and saw a whole new world of entertainment possibilities emerge. The picture quality improved, sound was enhanced, and more importantly, it set the scene for many new features that could be introduced.

HD brought added realism to visual content, while DVRs and on-demand content are now invaluable – we no longer need to plan our day around our favorite shows. We no longer have to accept compromise when we settle in to spend an evening in front of the TV.

TV has been democratized

But perhaps the biggest change in TV over the last 20 years is the way it has been democratized. YouTube launched in 2005, and suddenly we began to see ourselves onscreen. It’s a medium that allowed us to become generators of our own content, with a global audience of a billion users to share it with. What’s more, YouTube gave us access to a wealth of information on a wide range of topics in a way that was previously difficult to view. It’s a departure from the days when just a few major broadcasters had the power to beam visuals into our living rooms.

TV now caters for more diverse interests and niche audiences are better engaged than ever. And when you add the ability for OTT services such as Netflix to provide recommendations based on tastes and viewing habits, we can now build our own viewing schedules.

TV is everywhere

TV has also been democratized in the way it’s consumed. It now lives on our mobiles, our tablets – and who knows where else we’ll be watching in the future? As such, content is being streamed in more places than ever. We can enjoy entertainment on our own terms, breaking free from the one screen philosophy that defined a generation.

TV has always been about great entertainment and opening a window to the rest of the world. That will never change. What will change, however, is that it will better mirror our tastes, lifestyles and consumption habits. The TV no longer works in isolation – it is enhanced by connectivity in our homes and on our devices. And with innovation taking place by the technology providers, broadcasters, program makers and service providers, there’s much more to be excited about for the next 20 years.

Happy World Television Day!

 

Addressing Broadband & Video for Africa at TV Connect Africa

We’re in Cape Town this week at TV Connect Africa (Hall 4 Stand #TV19) where we are demonstrating our vision of the future for broadband and video.

We’re showing our broad range of set-tops, from cost-conscious devices for low ARPU markets to high-end UHD media servers, for cable, IP, terrestrial and satellite access.  This includes the recently launched DStv Explora 2 decoder with HEVC, the fourth generation of HD PVR devices that ARRIS and MultiChoice have launched together, making it easier for customers to access MultiChoice’s growing on-demand services.

Visitors can meet our experts to understand the migration path to ABR IP video delivery, including high-density HEVC encoding.  And how we’ve optimized Wi-Fi to deliver high quality wireless video to all corners of the home, as well as outside the home, to communities, schools, hospitals and stadiums.

Come and see us at Stand TV19 in Hall 4!

ARRIS stand TV Connect Africa 2

ARRIS stand TV Connect Africa 1

ARRIS Racing Mexico Team Finishes Strong!

abraham racingLast weekend, in the final round of the Super Copa Telcel Series in Mexico City, ARRIS Racing’s Mara Reyes took the 2nd place crown overall in the V8 Challenge Series, and our Abraham Calderon won the 1st place crown in the Freightliner Truck Series and scored a first place finish in the last race.

Abraham got the win at Autodromo Hermanos Rodriguez and became in the new champion of Tractocamiones Freightliner. In the last round of Super Copa Telcel, with a huge crowd at Mexico City’s raceway, he had a great finish with a performance that sealed this new title on his career. In main event, Super V8, Abraham had a big crash in the last turn as he retired after 17 laps with severe damage to the car’s front, but without any physical injury.

Abraham Calderon: “We are very happy. The goal was getting the win in the last round, so today’s performance is very important. Thanks to Team ARRIS for this chance to drive its car. All of them did a great job. I’m very proud of this team.”

After a difficult race, ARRIS female driver Mara Reyes finished in the sixth place on Sunday and is the runner up after 10 tough races, finishing in 2nd place overall.

Mara Reyes: “I would have liked to have won the championship but it was not possible. Nevertheless, Marathe second place is a great result. It was a great job of the boys. I like to win but this result is good enough. Thanks to Team ARRIS for all the support throughout the season.”

Now, the entire ARRIS Racing team looks forward to a big win with Daniel Suarez and Carl Edwards at Homestead!

 

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