Author: Scott R Turner

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Artificial Intelligence & Your Smart TV

Last week’s annual ode to Advertising (#advertisingweek) in NYC included discussions on topics that we have all become familiar with, including the usual suspects such as Data, Transparency, Brand Purpose, Diversity & Inclusion, Ad Blocking, and everyone’s favorite: Blockchain.

But there was a fresh subject covered during Wednesday’s session that focused specifically on Programmatic Native (or Native Programmatic, if you prefer). Triplelift hosted a day-long session on the hot topic. On the company’s site, they also offer a series of online videos extolling the virtues of the tactic here.

The Future of AI Powered Brand Integrations in OTT was one of the panels they hosted by Triplelift featuring executives from Oath, Xandr, Fox, Hulu, and, of course, Triplelift. Despite the title of the session containing enough jargon to spin-up an AdTech induced headache, this is an important topic about critical technology that may  have an outsized impact on the future of video content, especially with regards to how the economic value exchange between creators, distributors, and consumers will flow going forward.

If you find yourself watching the MLB playoffs this October, it is nearly impossible to avoid the electronic billboards right behind home-plate that are often in full-view when the director selects the center-field camera, which gives the audience the best shot of the pitcher and the batter. If you attend in person, you will see the blank green-screens, which have become commonplace and are used for sponsors and on-network promotion.

Triplelift’s technology, which is still in the process of being tested, will bring that same capability to OTT content. The implications are profound. There is an example on the Triplelift site that demonstrates how this technology will work once it is deployed. There are multiple OTT executions being offered ranging from Six Second Picture in- Picture Ads to Product Overlays to Brand Insertions into a set or scene. Notice the difference between the image below and the image at the top?

How far can this technology go? Will a different bottle of booze  appear on your screen because, thanks to artificial intelligence, your TV will know that you are a Bulleit Rye bourbon drinker or that you may in fact prefer Jack Daniels Old No. 7? While the technology may not be ready yet, it won’t be long before that capability exists.

Most forecasts show the growth of OTT delivered content will continue  to accelerate as people switch from high-priced cable bundles to less expensive OTT offerings. As this technology evolves, entirely new revenues streams will be created and it remains to be seen who will get what percent of the action.

In the Cablefax coverage of the session, Kirk McDonald, CMO for the new AT&T Advanced TV unit, Xandr, said: “There’s a battle brewing, and we’re going to have to ballroom dance with a lot of the individuals that create this content and agree on the ads being shown. It’s not really feasible to have enough participation early in the creative process to define what all the placements are going to be.”

That quote is just a preview of what will be sure to follow, should the OTT wave continue to gather momentum. Stay tuned, it is only 2018 and the best is yet to come!

 

 

https://adexchanger.com/platforms/the-cambridge-analytica-scandal-wont-stop-advertisers-from-spending-on-facebook/?mkt_tok=eyJpIjoiTWpka01EUTJPRFEwTkRreCIsInQiOiJcL0RUeEFkbXdDTHlwUURkWWRsVk5BWmNWalU0RXUrZkg5WnJ1bENDZ2huXC9MZU02T0hvaEtTK1lTZjBGenVcL2RpSTE4cmdmV05EbGpkcnJveFhBTklMVnNqWGNTeE15ZndZMkU3S1lTNXdiU25nYW42WW9SaGI5NjhxcEh0T3RjTCJ9

A dedicated agency called Marriott One Media, from Publicis, has won the business from Group M

ttp://bit.ly/2FjD1xt

the coming break-up of FANG or at least FB, AMZN, GOOG

 

http://bit.ly/2HzbLs5

The Ad-Tech tax depletes working capital

https://adexchanger.com/exchange-ideas/programmatics-slow-payment-problem-puts-strain-industry/