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In a rapidly changing media ecosystem, big in-person events uniting buyers and sellers still have resonance.
Case in point – at the IAB NewFronts, a showcase in which digital publishers present their offerings to buyers, Beet.TV heard from several media agency executives excited by the opportunity to hear from publishers.
In this video interview at the event in May 2023, Katie Klein, Chief Investment Officer, PHD, explains what she found most salient.
Katie shared her enthusiasm for the return of in-person industry events, and the opportunities it brings for collaboration and moving the media business forward.
The Battle for TV Screen Control
Katie saw that “everyone is really trying to capture those video dollars,” especially as premium video is increasingly being viewed on the big screen.
She states, “there’s a lot more by way of targeting, there is a lot more by way of advanced activation and by measurement.”
PHD’s integrated approach, covering cross-screen insights, planning, targeting advanced audiences, and attributing media to business results, is key to success in this space. Katie believes that “the partners that can play in all of those areas are the ones that ultimately are going to come out on top.”
PHD’s OMG stablemate OMD has been summarising some of its NewFronts takeaways.
The Exciting Potential of Shoppable TV
One of the most thrilling developments, according to Katie, is the growth of shoppable TV. She acknowledges that it hinges on changing consumer behaviour, which she believes is attainable.
“They’ve purchased movies, they’ve purchased TV shows, they’ve purchased subscriptions. So it is a behaviour shift,” she says.
Katie mentions Roku and NBCU as examples of partners that offer a contained experience, making it easier for viewers to engage in shoppable content without leaving the main interface. She concludes, “I think everyone’s moving there and it’s a really, really exciting time.”
