As voters migrate to streaming platforms in large numbers, the line between linear TV and connected TV is blurring.
C&E recently spoke to Anna Bukowski of MVAR Media about the challenges and opportunities for advertisers on OTT platforms. Given how fragmented the current landscape is, campaigns will need to embrace the patchwork buying that’s needed to reach their voters.
“People are on all of these different platforms. How do we understand how to target them? We have different reach numbers for different platforms, we have no indication of what’s duplicative in that sense across vendors, and that can be really hard,” said Bukowski, who advised campaigns and media strategists to focus on creating “good partnerships and good process” when it comes to buying digital TV.
As for inventory, campaigns should have concerns about availability as scarcity is certain to be a problem at some point in the midterm cycle. The best way to mitigate that is simply making sure you’re as prepared as possible, said Bukowski, which means reserving in advance and locking in the best rates possible for clients.
“Last cycle, I did a lot of Senate work and we certainly ran into inventory problems where there just simply wasn’t enough internet to buy. And so I think we all have to keep that in mind,” Bukowski said. “Even our best laid plans, we know we’re going to have to be nimble in the end when things are sort of filling up and changing hands really quickly.”
Watch the full video above for more on OTT measurement and how to integrate creative testing into your digital TV efforts.
