Advertising Week NY: Mastering Cross-Screen Advertising in 2024

In a thought-provoking session at this year's Advertising Week New York, industry luminaries converged to explore the evolving landscape of cross-screen advertising as it adapts to changing consumer behavior and technological advances. 

The panel, titled "Moving TV Forward: A View From the Top," was skillfully moderated by Nicolle Pangis, CEO of Ampersand. Joining her were esteemed panelists, including Sean Muzzy, Kinesso Global President, Mick Law, Carat NA CEO, and Jay Askinasi, PMX US CEO. Together, they offered valuable insights into the ever-shifting world of television and the significant role of creativity, sustainability, and AI in modern advertising.

At the heart of this transformative journey lies the pivotal realm of cross-screen advertising. Today, it is the epicenter of attention for both agencies and advertisers. The paramount focus of this article is to dissect the critical elements molding the future of advertising.

1. 1. Defining the Cross-Screen Television Landscape 

The very essence of television has metamorphosed. It is no longer confined to the traditional linear realm but embraces a multitude of screens and platforms. Television now encompasses streaming, mobile devices, and beyond. Our journey begins by redefining television in the context of how consumers engage with content across these various screens.

1. 2. Adaptability and Flexibility 

Adaptation and flexibility have become non-negotiable assets, as the advertising landscape strives to meet the dynamic needs of clients. The era of streaming and ad-supported content has ushered in an exploration of alternate measurement currencies that extend beyond conventional metrics like Gross Rating Points (GRPs).

1. 3. Navigating Industry "Noise"

In a constantly evolving and often tumultuous advertising landscape, it is vital to filter out the noise and zero in on what genuinely matters. Data-driven decision-making becomes the lighthouse that guides us through the storm. By harnessing advanced analytics and machine learning, we uncover invaluable patterns and insights.

1. 4. Pioneering Advanced TV and Its Potential

Advanced TV, featuring Connected TV (CTV) and Addressable TV, has revolutionized how advertisers engage their audiences. Yet, the landscape holds vast potential waiting to be harnessed. Enhanced personalization, more sophisticated targeting capabilities, and captivating ad formats are on the horizon. The evolution of technology offers boundless opportunities to advertisers in the advanced TV realm.

1. 5. Charting the Path Ahead: Q4 2023 and Beyond 

As agency leaders, it's imperative to be at the forefront of innovation to keep clients ahead of the curve. Key priorities for Q4 2023 and 2024 include refining data integration for seamless cross-screen campaigns, crafting creative tailored to diverse screen audiences, staying abreast of evolving data privacy regulations, and continuing to refine measurement models for cross-screen success. Additionally, nurturing diversified talent, deepening audience insights, and forging strategic partnerships are essential to maximizing reach and capabilities.

The advertising landscape is a dynamic arena, and cross-screen advertising stands as its vanguard. The core objectives, from deduplicated cross-screen TV measurement to adaptive staffing strategies and data-driven decision-making, form the compass guiding top agency leaders through these transformative times. By mastering these elements, leaders can steer their clients to success in the ever-evolving world of advertising.