This article originally appears on Beet.TV.
When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” says MediaMath’s Mike Fisher.
This is particularly appealing to so-called direct-to-consumer brands with traditional digital video assets they can now extend to TV, the company’s VP and Head of Advanced TV and Video says in this interview with Beet.TV at the IAB Annual Leadership Meeting.
What those newer brands have in common is that they probably haven’t had a relationship with a traditional agency while growing their businesses on the Internet with one-to-one, measurable marketing. They’re attracted to things like programming and tent-pole events they’ve never been able to access. “Programmatic really fits well into that pipe especially for TV, which is why direct to consumer is so big for us,” Fisher adds.
As video SSP’s continue to evolve, MediaMath’s model is “to focus on running on the rails that the publisher wants us to run on. A lot of our partners build leverage, Telaria and other video SSP’s, as their connection point for us into their inventory.”
This, in turn, “allows us to connect to multiple supply sources. It allows them to connect to multiple demand sources without having to do one-to-one integrations with networks.”