Shobanjo proffers solutions for navigating complex streaming landscape
By Felicia Nwosu
Yetunde Shobanjo, seasoned brand communication specialist and the managing director of Quore Media, a content development & media agency, has proffered several alternative solutions that will help media buying professionals to navigate the complex and fragmented streaming landscape while unifying inventory sources for effective audience targeting and measurement.
Disclosing this in an exclusive interview with MARKETING EDGE, she noted that, as technology continues to advance and consumer behavior changes, media buying agencies must adapt to stay competitive and effectively connect brands with their target audiences.
According to her, the advent of streaming services has revolutionized the way media is consumed, offering unparalleled convenience and choice for audiences worldwide. She added however that, for media buying professionals, the fragmented streaming landscape presents a unique challenge. She therefore urged professionals to embrace data-driven insights to overcome the challenge, as there is no longer a one-size-fits-all approach to targeting today’s users.
“One of the key strategies to overcome the fragmentation in the streaming landscape is leveraging data-driven insights. By utilizing advanced analytics and audience measurement tools, media buying professionals can gain a deeper understanding of their target audience & streaming habits. This includes demographic data, viewing preferences, and device usage patterns. Armed with these insights, advertisers can make informed decisions on which streaming platforms to prioritize and allocate their advertising budgets effectively.
The Quore Media boss urged them to learn to utilize programmatic advertising powered by automated algorithms, which allows media buying professionals to streamline the process of buying and selling ad inventory across multiple streaming platforms.
“Through real-time bidding and optimization, programmatic advertising enables efficient targeting and measurement, maximizing the impact of advertising campaigns. Another effective solution is that professionals must also ensure they to explore cross-platform partnerships to combat fragmentation is to establish cross-platform partnerships. Media buying professionals can collaborate with streaming services that offer seamless integration across multiple devices and apps. By leveraging such partnerships, advertisers can extend their reach across different platforms, ensuring their messages are seen by their target audience, regardless of the streaming app or device they use.
In her view, Shobanjo said while the fragmented streaming landscape presents challenges for media-buying professionals, there are viable solutions available to navigate this complex ecosystem.
“By embracing data-driven insights, partnering with aggregators and ad exchanges, utilizing programmatic advertising, exploring cross-platform partnerships, and leveraging advanced measurement and attribution tools, media buying professionals can unify inventory sources and achieve effective targeting and measurement. By adopting these strategies, advertisers can optimize their ad campaigns, connect with their target audience, and thrive in the ever-evolving world of streaming media.
Reaffirming the role of the media buying industry, she explained how the industry has undergone significant changes in recent years, driven by advancements in technology and shifts in consumer behavior.
“This industry plays a crucial role in connecting brands with their target audiences, and it is important to understand the current landscape of the media. One of the significant trend in the media buying industry is the shift toward digital advertising. Digital advertising has become increasingly popular due to its ability to provide more accurate audience targeting and trackable metrics. According to eMarketer, digital ad spending is expected to reach $517 billion globally by 2023, with mobile advertising making up a significant portion of that spending. This has led to the development of brand safety tools and increased scrutiny of ad placement by digital media buying agencies. As technology continues to advance and consumer behavior changes, media buying agencies must adapt to stay competitive and effectively connect brands with their target audiences.”
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