FIRST - A QUICK BACKGROUND OF THE DISCUSSION
For many, Connected TV (FAST in particular) is becoming, or has already become, an essential source of nutrients for media owners whose business is entirely or predominantly supported by ad supported revenue - and lots of those entering the fray and smaller, independently owned companies.
Ans these smaller media owners are a critical component within the entire CTV ecosystem, all the way from the hardware to the viewer.
However, there exists a 'triple' edged sword of kinds when it comes to these smaller media entities seeing success in this deeply competitive arena:
Agency perception/understanding of the value that smaller media owners bring to their media plans and client strategies.
The media owners' resources/capabilities when it comes to being noticed and considered.
The fact that they are fighting for the same dollars that the largest media entities on earth are, and are frankly easier for agencies to give their budgets to because of their scale allowing them to be a single partner for reach.
NOW TO THE DISCUSSION
At the OTT.X X-Fronts this year, Origin CEO Fred Godfrey sat down with Juliet Corsinita, Head of Convergent Video investment at one of the countries largest independent media organizations - Camelot Strategic Marketing & Media.
Central to their conversation were three questions::
How do media owners get your attention?
What are the obvious/less obvious things should know before and when they pitch media buyers?
What is it that makes a media buyer remember you?
The following is a summary of the discussion they had (not a transcript):
Getting in the door.
FRED: How does a small media owner get noticed, a call returned and a meeting booked in an era when no name recognition is a problem?
JULIET: Nothing beats investing in being present at events such this X-Fronts summit where you can walk up to a media buyer, introduce yourself and forge a personal connection that they can put a face to. But it is essential that you get straight to the point of who you are and demonstrate a genuine passion for your content. Passion is infectious.
Positioning.
FRED: How should they position themselves in order to stand out and offer value?
JULIET: Do not try to be what you think we want you to be. Priorities and needs differ vastly by brand, so do not to try to be one-stop-shop to fit it all. Claim what you do best and be crystal clearly about it. Focus on being proud of who you are, make clear why your inventory is special and stick to it. If a media buyer doesn't need what you offer today, there is every chance that they will need it tomorrow - and they will remember you.
What buyers are hunting for. FRED: What do you look for as an agency when media planning? Is it interesting ad innovation, unique targeting, unique measurement, unique content etc)
JULIET: We love hearing pitches from people who have clear, core competencies that no one else has shown me they have, be it unique viewership, unique content or unique ad formats.
Logistics.
FRED: What do they NEED in order to be a workable/viable/more available media partner?
JULIET: A simple and clear path to transact directly or programmatically in a way we are familiar with.
Finally.
FRED: What final tips would you share with the room?
JULIET: Look inward. Be proud of who you are. Do NOT be frightened if you don't have significant scale - and do not try to be everything for everyone. Be authentic, passionate and genuine.
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's products are embraced by brands, agencies and platforms who are looking to deliver a truly personal storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.