There have been many developments in the TV industry over the past decade, all have centred around a striking shift of power, the consumers are now firmly in the driving seat
However, despite, and perhaps because of, the emergence of more digital channels, like over-the-top (OTT) and subscription video-on-demand (SVOD), TV is holding its own in a growing marketplace. Three out of 10 consumers across the UAE and KSA are watching more live TV today ), compared with a similar proportion streaming more free video content (29 per cent), and a quarter subscribing to more paid-for services (26 per cent).
With audience size, being a key factor when setting the advertising agenda, brands can seamlessly reach multiple consumers through their campaigns. Marketing opportunities afforded by the new linear-digital frontier are immense.
What has been lacking in the MENA marketplace until now, is the technology for marketers to plan, buy, and measure across traditional and emerging forms of TV, and execute brand campaigns with scale and efficiency.
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The TV and Digital Disconnect
The MENA TV market has historically been dominated by free-to-air and satellite-delivered broadcasting, although the market is changing and the popularity of digital is increasing. Digital and linear TV have evolved along very different trajectories, with advertising for each working in silos. So how can marketers transform the way they purchase, place, and track media across both forms to their advantage?
The solution starts by replacing silos with a more holistic approach that leverages granular viewability data via sophisticated technology. Marketers are beginning to realise they can, in fact, seamlessly integrate as many channels as necessary – including TV – to attract and hold the attention of their audience throughout the viewing experience and beyond.
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Measurement: Keeping Campaigns on Track
Data silos have historically been an obstacle to gaining a connected view of campaigns. But more recently, tech developers have come together to make it easier for marketers to achieve total campaign unification.
By unifying inventory (moving away from the viewpoint that all screens lead to different endpoints); unifying demand (managing direct and third-party demand via a single interface), and unifying data (building platforms that plug into trusted data sources); we already see a steady shift towards this goal.
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Integration of sophisticated Data Management Platforms (DMPs) with next-generation measurement tools is a monumental gear-change in the race towards the unification of linear and digital. It means that not only can publishers sell ad placements seamlessly, but the market has the flexibility to purchase advertising on its own terms, to execute consistently brand-safe, transparent campaigns across multiple screens including both TV and premium video.
As these platforms evolve further, advanced attribution will play a pivotal role in enabling marketers to measure the impact of ads in real-time and optimise campaigns accordingly, as well as plan for future campaigns.
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TV isn’t slowing down. It has simply taken on a new role in a new-look living room. And so contrary to the perception that linear and digital are both vying for pole position, in reality, the two deliver far more impact together – with TV ‘supercharging’ digital campaigns – to boost both brand awareness and viewer engagement. Understanding measurement is key in combining channels effectively and winning over the wider TV audience, across MENA and beyond.