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In this episode of the State of Streaming podcast, Tim Rowe hosts Alberto Alvarez, the Chief Executive Officer of The Mediam Group. Our conversation centers around the gap between how we consume media and how we activate advertising in the rapidly shifting streaming landscape, particularly in the realm of connected TV (CTV).
Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:
- The Role of Measurement: Alberto highlighted the importance of measurement in advertising, noting that understanding what to measure and how to measure it is crucial for brands looking to optimize their marketing strategies. He explained that the conversation around performance should start with clear goals and a focus on continuous improvement, rather than simply chasing immediate results.
- 00:03:21 - Driving Outcomes Through Advertising
- Live Sports is THE Premium Connected TV Opportunity: We then delved into the immense potential of live sports as a premium advertising opportunity. With a significant portion of top television programming consisting of sporting events, Alberto pointed out that live sports offer brands a unique moment of consumer engagement. He discussed how Connected TV is democratizing access to these premium advertising spaces, allowing more brands to participate in high-stakes advertising environments that were previously reserved for larger companies.
- 00:06:16 - The Opportunity in Live Sports Streaming
- 00:07:03 - Consumer Engagement with Live Sports
- 00:10:14 - The Shift of Live Sports to CTV
- Bridging the Education and Awareness Gap: However, we also addressed the challenges that advertisers face, including a lack of awareness and education about the possibilities within Connected TV. Alberto stressed that many advertisers are unaware that they can effectively advertise in these spaces, often due to misconceptions about costs and accessibility. He outlined the importance of education in bridging this gap and helping brands understand how to effectively engage with consumers through Connected TV.
- 00:12:51 - Challenges in the Advertising Landscape
- 00:13:14 - Awareness and Education as Key Barriers
- 00:18:41 - Opportunities Beyond Sports in CTV
- 00:22:44 - Optimizing Ad Spend Through Allocation
Connect with Alberto and learn more about The Mediam Group here:
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