MarTech Podcast™ // Marketing + Technology = Business Growth Episode: The Rise Of Linear Streaming & What It Means Release Date: December 23, 2024 Host: Benjamin Shapiro Guest: Angelina Marmorado, Associate Vice President of North America at Lemma
Introduction
In this insightful episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling conversation with Angelina Marmorado, the Associate Vice President of North America at Lemma. The discussion delves deep into the evolving landscape of media streaming, particularly focusing on the rise of linear streaming and the dominance of programmatic media buying. Angelina brings a wealth of experience from her decade-long career in digital advertising, offering listeners a nuanced understanding of the current trends and future directions in marketing technology.
Understanding Linear Streaming
Defining Linear Streaming
The conversation kicks off with Benjamin grappling with the concept of linear streaming. He describes linear TV as the traditional experience where content plays live, akin to channels on a cable setup, and contrasts it with streaming services like Netflix that require active selection of content.
Benjamin Shapiro [04:03]: "What is linear streaming? I think of linear TV specifically being like I turn on the boob tube and there's a channel that's on and then streaming is like I go to Netflix and I have to decide what I want to watch."
Angelina's Explanation
Angelina clarifies that linear streaming merges the traditional linear TV experience with digital streaming capabilities. She explains that while the viewer experience remains similar—turning on the TV to find channels playing live content—the delivery mechanism is through connected TVs and streaming services.
Angelina Marmorado [04:03]: "We've started to kind of classify broadcasting cable together into linear. What makes it interesting, a little tricky though is that there's a new phenomenon to where digital television, what we overarchingly refer to as streaming, now has a linear experience as well."
She introduces the term FAST (Free Ad-Supported Streaming TV), highlighting services like Samsung TV Plus, which offer a linear viewing experience without the cost, further blurring the lines between traditional TV and streaming platforms.
Marketing Mythbusters: Tracking Conversions in Linear and Streaming TV
Challenging Common Beliefs
Benjamin raises a critical point about the perceived limitations of linear and streaming TV in tracking conversions. He contrasts traditional linear TV's broad reach and limited tracking capabilities with streaming TV's ability to target and measure specific audience interactions.
Benjamin Shapiro [06:03]: "Bust the myth here that you can't use any sort of linear or streaming television to actually track the conversions."
Angelina's Rebuttal
Angelina assures that tracking conversions on linear and streaming TV is indeed possible, albeit different from web-based tracking. She explains the reliance on ID graphs and IP addresses for data collection and targeting, enabling marketers to perform detailed audience segmentation and retargeting.
Angelina Marmorado [06:56]: "It's all based on ID graphs that are built around IP addresses, which is what your TV is getting the connected TV data from and any of the content that comes on your screen."
She emphasizes that the ecosystem for connected TV (CTV) is inherently built on programmatic principles, facilitating sophisticated targeting and measurement capabilities similar to digital platforms.
Programmatic Media Buying: Dominance and Strategy
The Power of Programmatic
Benjamin expresses his initial confusion about programmatic buying, highlighting its complexity involving real-time bidding, supply and demand sides, and various technical components. Angelina acknowledges this complexity but underscores the critical role programmatic plays in modern CTV advertising.
Angelina Marmorado [08:18]: "CTV really was built on Programmatic in a way that the web wasn't."
Strategic Allocation of Marketing Budget
Transitioning to practical applications, Benjamin poses a scenario where a mid-market company with some brand recognition must decide how to allocate its marketing budget amidst rising costs in platforms like Google AdWords and social media.
Benjamin Shapiro [09:15]: "Should I be focused on going towards television and doing more media buying with the same creative that I have, or should I be looking to diversify?"
Full Funnel Marketing Approach
Angelina advocates for a full funnel marketing strategy, which balances brand awareness with direct response targeting. She explains how CTV enables this by allowing broad-based campaigns to raise awareness and then leveraging programmatic data to retarget engaged audiences with more specific messages.
Angelina Marmorado [09:41]: "What’s cool about the way that CTV works today is you can accomplish both of those things."
This dual approach ensures that brands can both reach a wide audience and engage individuals based on their interactions and behaviors, optimizing the effectiveness of their marketing spend.
Implementing Effective Tracking Infrastructure
Setting Up for Success
Benjamin highlights the importance of robust tracking infrastructure for maximizing the effectiveness of CTV campaigns. He emphasizes the need for wide-net casting in initial stages and precise retargeting based on engagement metrics.
Benjamin Shapiro [11:50]: "How do you set up the tracking so it works successfully?"
Angelina's Insights on Tracking Methodologies
Angelina elaborates on the tracking mechanisms, drawing parallels to traditional programmatic campaigns. She discusses the use of pixels and ID graphs to connect various devices and identifiers within a household, acknowledging that while it may not achieve a one-to-one match, the existing networks and graphs are highly effective.
Angelina Marmorado [12:46]: "It's kind of like all the above and the ID graph that is able to connect various devices and various types of IDs all together into one household."
She also notes the challenges posed by the deprecation of cookies but remains optimistic about the capabilities of advanced ID networks in maintaining effective tracking and attribution.
Conclusion and Key Takeaways
The episode concludes with Benjamin summarizing the key insights from his discussion with Angelina. The primary takeaways include:
- Evolution of Linear Streaming: Linear streaming represents the fusion of traditional TV viewing experiences with the flexibility and targeting capabilities of digital streaming platforms.
- Programmatic Dominance: Programmatic media buying is central to the effectiveness of CTV advertising, providing robust targeting, measurement, and data-driven strategies.
- Comprehensive Marketing Strategies: A full funnel approach, leveraging both broad brand awareness and targeted direct response campaigns, maximizes marketing ROI.
- Advanced Tracking Solutions: Utilizing ID graphs and IP-based tracking enables precise audience segmentation and retargeting, overcoming previous limitations in tracking conversions on linear and streaming TV.
Angelina Marmorado's expertise underscores the transformative impact of technology on marketing strategies, particularly in the realm of connected television. For marketers looking to navigate the complexities of modern media buying, embracing programmatic approaches and leveraging advanced tracking methodologies are essential for driving business growth.
Additional Resources
- Angelina Marmorado's LinkedIn: LinkedIn Profile
- Lemma Media Website: lemmamedia.com
- MarTech Podcast Website: martechpod.com
Stay updated with future episodes by subscribing to the MarTech Podcast™ and follow Benjamin Shapiro on social media @Benjschapp for more insights into the intersection of marketing and technology.