Original Fred Godfrey – Beet.TV

LOS ANGELES — The growing audience for video on connected devices such as smart TVs and mobile phones is pushing advertisers to adapt their media strategies. Marketers are more receptive to innovation than they were just a few years ago as viewers spend more time watching connected television (CTV).

“As the world of connected TV has changed so much, the expectations and needs of brands have changed a lot,” said Fred Godfrey, co-founder and CEO of media and technology company Origin, in this interview with Justin Lebben, co-founder and director of Mediatel Events, at Beet.TV’s Beet Retreat. “It’s not just about delivering the campaign. Now it’s about wanting to see results.

Disrupt the 70 year old ways

Godfrey coined the term “creative agility” to describe how brands need to rethink strategies that worked in the first 70 years of TV broadcasting. Brands need to be aware of the exchange of value that occurs when they ask consumers for their attention and personal information.

“Creative agility is something that grew out of our obsession with fulfilling our mission, which is to enrage the status quo,” Godfrey said. “We are in this universe of increasingly constant distraction. Having someone’s attention on TV warrants is actually worth earning it.

He said ad personalization is often confused with the idea of ​​ad relevance. For example, a consumer may be looking for a new car, but that doesn’t mean the ads they find relevant are necessarily personalized.

“Relevancy and personalization don’t go together – and the industry has made it synonymous. It’s a big mistake,” Godfrey said.

Personalization can relate to other characteristics of an audience, such as geographic location or household income. Generalized messaging can be personalized while avoiding the invasiveness that consumers find confusing.

“It’s not customization on a scary level,” Godfrey said. “It’s personalization in conjunction with relevance.”

“Perfect Storm” for CTV

CTV’s audience has reached a critical mass that makes it more effective for many advertisers, who also have more ways to leverage first- and third-party data to improve their targeting. Marketers have become more comfortable with the idea of ​​committing more media dollars to CTV, Godfrey said.

“At the moment, we’re seeing disproportionate growth in viewership relative to ad spend,” he said. “One of the main reasons for this is that many people haven’t yet understood the true power and potential of connected TV – and it’s starting to gain momentum.”

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