IAB Panel Discussion

Introduction

• Speaker: David Cohen, CEO of the IAB
• Quick round of introductions:
  • Lori Baker from Infillion: Oversees strategic partnerships
  • Dan Meridian from Innovid: VP of Global Client Solutions
  • Darren Sheriff from Fox Corporation: Works in Advanced TV, manages product and operations
  • Dan Reese from Televisa Univision: Chief Growth Officer
  • Shane Ankeny from Havas Media Group: Represents the agency buy side

Key Discussion Points

Best CTV Ads

• Examples of best CTV ads:
  • Personalization: 'Share a Coke' campaign (user’s first names on bottles)
  • Interactive experience: Recipes downloadable via QR code
  • Voice-enabled interaction: Amazon Alexa ad (engaging with TV via voice commands)
  • 2B Super Bowl ad: Simulating the channel change experience

Subscriptions vs. Ad-Supported Models

• Consumer preferences: Decline ads but accept them for reduced subscription costs
• Challenges:
  • Improving ad experience to avoid traditional long ad pods
  • Loading time vs. engagement rates

Attention as a Metric

• Question: How do we measure consumer attention effectively?
  • Experimentation with 'Guaranteed Attention' products
  • Insights from Shane Ankeny: Attention closer to business outcomes than traditional exposure
  • Importance of creative quality in capturing attention

IAB & Innovid Partnership

• Goals: Scaling innovation by mingling SDK technologies
  • Easier ad activation and creation

Consumer Experience in CTV

• Issues:
  • Frequency of the same ads
  • Discoverability of content
• Solutions:
  • Custom, integrated creative ads tailored to context
  • Usage of advanced targeting tools (addressability, log files for attribution)
  • Continuous availability of QR codes in ads
  • Dual-screen experiences for engagement

Future Shoppability in TV

• Analysis: QR codes’ role in shorting paths to purchase
  • Effectiveness of QR codes due to COVID-19 driven adoption
  • Utility for ad-to-cart functionalities and engagement

Overhyped Trends in Video Ecosystem

• Issues mentioned:
  • Assumed solutions to frequency capping problems
  • Singular currency or metric for everything
  • Misconception that linear TV is dead

Predictions for CTV

• Ideas for innovation in ad formats:
  • Moving away from old ad pods to newer ad experiences
  • Merging digital and social media interactivity into CTV

Audience Questions and Responses

• Metrics for QR code engagement
  • Definition and standardization of 'scan rate'
• Importance of data sharing for full picture analysis

Closing Remarks

• Focus on innovative, interactive ad solutions
• Need for adaptable definitions and solutions for emerging trends like attention as a currency

Summary

This panel discussion covered various critical aspects of the CTV advertising landscape, from consumer preferences on subscriptions vs. ad-supported content to innovative ad formats and shoppability. Attention emerged as a key metric, though its definition and application are still evolving. The conversation also touched on the importance of collaborative partnerships to scale innovation and the shifting dynamics in how content is consumed and monetized within the CTV landscape.