When media buying meets the wave of screen convergence

The television landscape is undergoing a profound change as viewers increasingly embrace streaming platforms over traditional TV. This shift has caught the attention of advertisers, but it also brings challenges. These include tracking performance, measuring audience reach across various platforms, and accurately assessing return on investment (ROI) amidst the fragmentation of mediums.

In a panel discussion at ad:tech 2024 titled ‘How video/screen convergence is transforming the future of media buying,’ industry leaders delved into the evolution of this convergence and ways in which consumers and marketers would be affected.

Gulshan Verma, CEO, JioAds, took an eagle-eyed view on the convergence of digital and traditional advertising methods and stated that the consumer doesn’t really care as long as the ad is contextual and relevant. In terms of relevance, he highlighted personalisation and how a brand must try to notch up to a higher level of targeting.

Talking about the differences in the consumers available on both ends of this convergent spectrum, Prabhvir Sahmey, Senior Director India, Samsung Ads, noted the shift in consumption pre- and post-covid, with the trend of cord cutters and streaming services taking over the media consumption domain.

Having pointed that out, he also brought to notice the specialty of a few events that garner severe audience interchange and consumption, be it the Ayodhya Ram mandir consecration or the Republic Day parade, both of which were streamed live online as well as on TV channels.

He also cited the examples of IPL and Shark Tank, where the former had a 50-50 share of viewership on OTT and TV while the latter was 100% streamed online by viewers.

Rajiv Rajagopal, Head of Advanced TV at GroupM India, who was also the moderator, responded to Sahmey’s elaboration of Samsung’s health-related content on TV and noted that the content is both preferential and engaging in the backdrop of media convergence.

Circling back to the efficiency of personalisation, Tom Dover, Senior Director, JAPAC International Partner Sales Lead, Microsoft Advertising, expressed his scepticism over the privacy issues that personalisation may raise, as tracking the consumption habits of people would eventually result in poking through their bubble, researching lifestyles, devices used, specific choices, relationships, etc.

Against the backdrop of a lack of unified measurement in India, Rajagopal probed Dover’s global expertise over the necessity of a unified measurement index. Dover said, “Combining panel data with streaming to provide total TV measurement is one other way to keep track,” shedding light on Microsoft Nexus as well.

Verma noted that delving into the personalisation of advertising at the set top box level would initiate a whole new pool of potential.

The discussion concluded with interesting research quoted by Dover, who believes advertisers need to take a lean back experience with Fast Channels. He cited the research where everyone in a household watched TV but had their phone screens on, singing along to the jingles during the ad break. He called this a really good opportunity to capture your audience in the moments that they can connect with your brand.

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