March 13, 2023 | BY ROBERT WILLIAMS

SAN JUAN, Puerto Rico – The television audience is growing more fragmented as viewers divide their time among a wider selection of streaming platforms and connected devices. The growth in streaming also is driving greater experimentation with ad formats, including those that give viewers a way to respond quickly and easily.
“There’s really a lot of different units that are coming into play as well right now. We’re seeing interactive units, whether it’s QR codes or shoppable units as well,” Georgina Thomson, head of programmatic at Omnicom’s OMD USA, said in this interview at the Beet Retreat San Juan.

“They’re condensing the funnel. They’re allowing us to use video not just as an awareness play but also as a conversion play,” she said. “It’s really allowing us to take a different perspective of how we’re planning video and how we’re actually buying it as well.”

Brands also can gather more first-party data from consumers who choose to share personal information. The data are an important resource for future campaigns.

Many advertisers are asking themselves questions as they experiment with newer formats and hone their media-buying strategies.

“What is the role of video for all of the different units that are available to us? Do we want to be converting via a video ad?” Thomson said. “A lot of those questions are being asked and they’re becoming a part of a lot of learning agendas for clients.”

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