CMA Connect
CMA Connect

Episode · 7 months ago

EP29 - Why Connected TV matters with Karen Zuccala


Today's guest on ‘CMA Connect’ is Karen Zuccala, Head of Brand Strategy for Google. Our host John Wiltshire, and Karen, take an in-depth look at connected TV, and how it's impacting media investments.

  • Why should marketers consider Connected TV? 

“Connected TV enables brands to have the best of both worlds: The big screen impact of TV, but with the precision and control of digital. And YouTube really brings together the power of reach, relevance and the world’s most connected ad ecosystem.”

  • The importance of meeting your audiences where they are. 

For marketers, Karens says it comes down to really knowing where your audience is, and where they are spending their time. It doesn't have to be either YouTube or traditional broadcast. Brands need to consciously consider the right media mix that mirrors where their target audiences are engaging.

  • How can marketers keep up to rapidly changing consumer experience expectations? 

“It’s fair to say that for over 60 years, nothing has really changed in the world of media. I love to think about the analogy of what's happened to the evolution of the phone. It started with the rotary phone, and then it moved to the cordless phone, and then came the cell phone, and now the smartphone that we use today. I think what we're going through right now in this revolution of the TV screen is really the same journey the phone once took.”

  • What metrics are relevant? 

“The metrics we use to measure connected TV are actually very similar to what we use to measure any type of video campaign. Views, unique users reached, frequency, and brand lift. We know that ad over exposure and frequency is an issue on broadcast. With connected TV, we're able to effectively manage ad frequency across a brand's target audience, which brings in a whole new level of efficiency to advertising.”

Tune into this episode of ‘CMA Connect’ for the full conversation between Karen Zuccala and John Wiltshire.

...***) Connected TV enables brands to have the best of both worlds. Now, the big screen impact of TV, but with the precision and control of digital and Youtube really brings together the power of reach, relevance and the world's most connected add ecosystem. Welcome to seem a connect, the voice of the Canadian marketing community. Join us if we have empowering discussions with industry leaders about the rapidly changing world of marketing and ask the questions no one else is asking. I'm your host, John will share. Welcome to seem a connect. Today's guest is Karen Zukula, head of brand strategy for Google. I'm very excited to have Karen on the program because we really want to look at direct TV and how it's making a huge change in the way that advertising is being purchased, and I'm also very excited to careen the program because I just buy a new TV set and I am so confused with all the different opportunities that it provides. Karen, welcome to the program Hi John, thanks so much. It's great to be here. Thanks for having me. Yeah, it, Karen, is a marketing industry vettering with it. We're twenty years of global experience. You've lived all over the world and you've developed a strong reputation for branded digital marketing. First question for you, Kring, is your ahead of brand for Google? Is that right? Well, actually, John, I'm head of brand strategy here at Google Canada. Yes, and what does that entail? Well, it's a really exciting role that I'm so happy to be part of. It allows me to really be on the forefront of what's happening in the world of technology, but also across so many of the great brands and partners that we work with. So every day I get to dive into... and marketing objectives of our various partners and really help them solve solve their problems. So where does TV fallen all of that? Well, connected TV is actually what I would love to chat through with you today done which is a really exciting space for us and it's it's really changed, I think, the way that we define TV, and there's a few different definitions that are out there, but really it's any TV screen that's connected to the Internet that consumers can use to access the world of streaming. That is very interesting. I mentioned the front of the program that I just purchased a TV set and the first question it asked me, after what language joy speak, was what's your Wifi Password? And and that was the first step in the process. And boil boy, have things changed over the years from when I was a teenager and we are still, you know, dealing with dis cable or even even some rabbit ears in some cases. Today's environment is is very different. But I want to talk about that and connected TV from a marketer's perspective and I want to talk about the evolution of the television medium and how it should impact the development of marketing strategies and how marketers generate results. So you've got a great passion for technology and Innovation and this is a fueled some market disruption for the world's most iconic brands. In your role, is it your goal, or Google's goal to disrupt the broadcast TV industry? Well, John, I think the short answer to that question is no. My role is not to disrupt the broadcast TV industry. It's already been disrupted. It's consumers who have disrupted the broadcast industry. It's consumers behaviors that are really demanding and driving...

...that change. As I see it, my role and our goal and for all of us that work in this industry is to really challenge ourselves to find stronger solutions to better meet the needs of today's consumers, and I always like to say it's about knowing and serving our consumers, and for me that that solution is connected TV. Yeah, I guess with that, and there's so many different opportunities for people to see what they want, when they want, how they want and connect in different ways because of the emergence of the technology. I's been a few years since I purchased advertising on various mediums and back when I did, appointment TV was the thing because of the ability to take programs or record programs. Is Appointment TV now dead? Well, I'll say this John. Did you know that actually a google ran a TV AD during the Super Bowl this year? Yeah, well, we for those that may not have seen it, was is called seen on Pixel and it was really telling the story of real tone on Pixel TV and and sharing all Google's yearlong efforts to really ensure our camera and imaging products actually represent skin tones. So the the short answer to this question is is there's still value in broadcast TV and we see that at Google. How do you see that now? You through the various mediums. Now. I mean are people, are you getting more views on the advertisement off on Youtube, or is it still is it still the TV, the main the main aspect? You know, it's a great it's a great question, John. I think it really comes down to for a lot of brand marketers and advertisers to really know where your audiences and their audiences are spending their time. It doesn't have to be one or the other, but brands need to figure out the right mix of media channels that...

...really represents where their audiences are engaging. And I think there's no question that live events, and we'll just take the super bowl as an example. You know, they draw a really large crowds, but people really aren't limiting their big game viewing too. Only four hours of life play anymore, right. You know, back back when I was in university, we all gathered in front of like the dorm and Living Room TV screen. We are trying to buy for like this decent view and likely we missed half the game because of the typical group disruptions. But now, like most of us, I watch on a smart TV and just like yourself, John, and I never have to really worry about missing the action. I can get bitesize curated content really when I want it. So the consumer experience has changed rapidly. How do we keep up with all of that in terms of the development of the marketing playbook? Well, in terms of the marketing playbook, I think there's been a lot of change, and that's fair to say. Like I think for what is it over sixty years and nothing has really changed in the world of media. I can honestly say my my career started out with TV, print and maybe some out of home if you're lucky, and in fact there was a time when you worked in marketing and so did your parents. I think we are both using the same playbook and things really stayed the same for a really long time. But I don't know if really anything changed or challenge the way that we watch TV. And I always love to say the and think about the analogy of what's happened to the evolution of the phone. You know, it started with the rotary phone and then it moved to the coreless phone and then came the cell phone and now the smartphone that we know today. And phones have really gone through this fascinating evolution and I really challenged dramatically. It really changed story dramatically from where they originally started. So I think what we're going through right now is this revolution of the TV screen is really the same journey that the phone once took. We're witnessing this big shift and viewership,...

...probably the biggest shift and viewership in a single generation. The space is changing really fast and I found this interesting stat I thought maybe you would be interesting for you and logistics, mtm steady. They released and said that sixty six percent of Canadians have a pay TV subscription today, versus eighty percent that now have a streaming subscription. Like I don't know about you, John, but I actually cut the cord ten years ago and it's so fascinating to see how the world of streaming is just growing exponentially. Yes, I've been watching that a little bit and I just still I'm going to confess that I still have almost everything going on and I need to look at some ways of streamline what I do. But back to the you know, the the marketer. So It's consumers have changed their habits. Is it now more difficult to get good results from average rising on connected TV? Is it? Are there some benefits that come out of connected TV versus broadcast? Now that's a great question, John. I love it actually, and I would say there's about three key benefits that really pop to mine in terms of the benefits of connected TV. The first one being around, you know, the consumer and the audience. Benefit with connected TV is consumers really now have access to personalized content on their time, not not a fixed schedule, and that leads to a more engaged audience. The second benefit, I guess you could look at from the lens of the advertiser. Connected TV enables brands to have the best of both worlds. You know, the big screen impact of TV, but with the precision and control of digital and Youtube. Really brings together the power of reach and relevance and the world's most connected add ecosystem, so advertisers can drive better results and realize the full impact of their media spent in one place. And...

...lastly, and I think this is a really critical benefit of connected TV, I think it's it's all about connected TV's affinity audience capabilities. The ability to target audiences is unmatched by broadcast today and it ensures efficient campaign delivery, managing against frequency and something that really continues to plague broadcast TV to this today, right, and I think that, you know, with Canada changing so much and the micro segmentation required to be successful and how different people are becoming in their habits are becoming, I think that's that has a lot of benefits to it, but I'm guessing that it requires almost a completely different planning processes at right. Well, you know, funny enough, I would say, John, that some are already doing this, but I would say it's a continued focus for agencies and clients to really plan online video first. It's where every marketer should start. I'm not just for the connected TV opportunity, but to and sure brands are really engaging the right audiences at the right time with the right message. And I think Youtube really has the mass reach of broadcast with the targeting capabilities of digital, and that's where there's an opportunity for us as marketers to start shifting the mindset within the industry to move maybe from standard gender and age demographic buys toward these affinity audiences like I mentioned just a little bit earlier, to capture the audience in the right moment and now across a bigger screen. And I think you know, the world where viewers want to choose what they want to watch and on what screen. It's really essential for from marketers to plan across screens rather than separating them, and we've seen brands that are really driving the highest impact with their media are embracing this new world of...

...content consumption and developing across screen strategy. I want to ask, then, we're what medics do we need to be looking at? So the metrics that we use to measure connected TV or actually very similar to what we use to measure any type of video campaign, and that includes view through rates, unique users reached, frequency and brand lift. And we know that add over exposure and frequency is an issue on broadcast. So now with connected TV we're actually really able to effectively manage add frequency across a brand's target audience, which brings in a whole new level of efficiency to to advertising. Yeah, and what does it mean when you're looking for an agency partner in media or creative side? What should you be looking for as you're looking to hire? What questions would you ask in terms of capabilities from your partners? It's a great question and it's actually a lot simpler than we probably think. I think if you're a client looking for an agency partner. You looking for a partner that has really strong and indepth expertise and digital video buying to be able to unlock the full potential and digital capabilities on TV screens. Is it fair enough to say that a connected TV in a way is, and I'm probably over simplifying it, but it's shifting spend out of broadcast TV and over to almost traditional social or youtube and in this case specifically, is that the way of talking about that? Well, I would say that our approach really is for customers to spend where their most effectively and efficiently meeting their objectives, and our job is to find what the right proportion of spend is across those channels that helps them meet those objectives. You know, it's always kind of difficult to provide a one size fits all answer. Yeah, but what I can tell you is that brands need to have a strong understanding of where their audiences are and how... best reach them. You know, I can't speak from all brands, but for most brands that I personally worked for over the years we've always had a separate youtube budget, and that was a case for me when I was on the client side, and what I can say is progressively I shifted some of my broadcast budget into Youtube. I still invested in broadcast when it was the right moment and when I knew I was reaching the right audience, but with my digital wiyes I had too stronger feedback mechanism to know the impact my investment was really making. Perfect and I love the mom often asked by media or people in conversations like what what has changed in marketing? was still the same. The thing that still the same will always be the same. Is it marketers or communications have to reach their target audiences. Asn't changed for thousands of years. The technology change is the means to which to measure the effectiveness of the communications is changing, but you still have to find your consumers and speak to them and do effective communications. So here's the final question for you can and really enjoyed the conversation today. What's on their horizon now, once people figure out connected TV, what else do markers need to have on their radar? Well, it's a great question and I love trying to predict the future, although not all of us can do it accurately. But I would say you know the emergence of connected TV has really only just started. This industry will only continue to grow as more and more consumers continue to probably cut the cord and relation shift to streaming. I would say, if I had to predict, I think really the biggest opportunity and where we're going to see the most is actually around experimenting and Testing and learning, and I see that happening in two ways. The first is creative storytelling. So even within the Google ecosystem, there are many different ad formats and ways to tell your brand message and its consumer behavior is always changing. Experimentation allows brands to make sure...

...their staying relevant. As it's a much larger screen than, for example, a mobile device, brands are going to experiment with different versions of creative to better understand what's resignating with their audience and how to take advantage of the big screen. So, creative directors, here's a front brief that's going to be coming your way. Perhaps more personalized messages, more creative opportunities than ever before. So that would be the first prediction around experimentation. The second I to to say is around the viewing experience, and we know that today's viewers are second screening, watching TV at the same time they're browsing their phones. So marketers can really think about how to tap into this viewing behavior. And there's a great example that I want to share with you, and one in particular, so qr codes. I think we were all around when Qr codes first came back and they are first launched rather but now and recently there's been a resurgence of the the use of qr codes and you might remember actually at this year's Super Bowl there was an ad by coin base and I went viral for just being a floating Qr Code on the screen. And this concept of making TV ads interactive is an area YouTube has already been innovating in, and to tap into this second screen behavior, we actually launched a feature called brand extensions and it allows viewers to learn more about a product they see on the TV screen without interrupting their viewing experience. So just with the click of a button on their remote, the viewer can send the details to that add directly to their phone where they can learn more or even purchase a product. So I think the world of experimentation in in connected TV is going to be something that's going to be happening in the near and mid term future. That I think we can all get excited about, because we're just going to be learning and testing and having, hopefully, a lot of fun at the same time. Wonderful and ness. I think that's a brow key to it is keep on...

...learning. The world will continue to change, loss of opportunities from marketers to hone their craft and to deliver great results for advertisers. Thank you so much for your time caring. I really, really enjoyed the conversation. All the best to you. Thanks so much, John. Thanks for joining us. Be Sure to visit thus CMAT CAA and sign up for a my CMA account to stay connected to us and all the latest marketing news and industry trends.

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