Conway’s Law of Engineering Management
October 4, 2024
Reflections on the Programmatic Pioneers Summit
By: Rob Petherick, EMEA Sales Director
Last week, I had the opportunity to attend and speak at the Programmatic Pioneers Summit in London, joining industry leaders to discuss the future of programmatic advertising. I sat on a panel called, “How can you master the power of Programmatic Video, Audio and CTV securing targeted outreach, enhanced multi-channel impact and data-driven insights” – which, despite its lengthy title, focused almost exclusively on delivering and measuring omnichannel campaigns effectively.
One of the key challenges we addressed was the fragmentation of audiences – a common barrier in advertising, particularly when it comes to linear versus digital TV. Many see this fragmentation as a hindrance, but I argued otherwise. The technology we have today (including Nexxen’s) is designed to collate inventory from diverse audiences, formats and media, making it available for purchase in a coherent and effective fashion. Automatic content recognition (ACR) data, for instance, allows buyers to incorporate linear audiences into their programmatic campaigns, effectively completing the omnichannel puzzle. The key is to ask the right questions and leverage the technology – and the data – to its fullest potential.
I felt (and feel) confident as ever that the future of omnichannel programmatic advertising is bright.
During the panel, there was also some debate around the definition of premium Connected TV (CTV), with Channel 4’s Alex Wright raising concerns about the potential quality of certain players and channels. While there are different rules and approvals, especially concerning standards like Clearcast, I emphasised the importance of digital video formats in engaging incremental audiences, which are vital for any campaign aiming to maximize reach (and, at the end of the day, whatever audiences are watching is premium in their eyes). It’s the same audience using the same device in the same living room who choose between linear and CTV, and being served the same marketing messages makes the most sense here.
Ultimately, after the summit, I felt (and feel) confident as ever that the future of omnichannel programmatic advertising is bright. That said, it requires a strategic approach – leveraging integrated technology, setting clear parameters that make sense for your brand and maintaining consistency. Whether you’re thinking most about ROI, reach or joining channels to improve effectiveness, it’s important to consider what’s required of omnichannel planning. With ACR on the rise, we’ve seen brands asking for more in their briefs, and we will continue to adapt and evolve strategies to succeed in this space. But rest assured, at Nexxen, we’re committed to driving this evolution – helping those on both the buy- and sell-sides reach key audiences across any and every channel.
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