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The Promise of Connected TV Advertising is Here

The Promise of Connected TV Advertising is here on WVU Marketing Communications Marketing Horizons with Brian Hunt

In this episode, Brian Hunt explains, in the clearest possible terms, the total scoop on CTV for marketers. We learned its benefits and drawbacks, the differences between CTV, OTT and linear television, and why CTV is an essential medium for us to be experimenting with today. Career hint: Data science majors can write their own tickets in this field! Join us for the details of how television is becoming more digital, targetable and measurable as a marketing communications channel.

Cyndi Greenglass: How does connected TV (ctv) work?

Brian Hunt: Connected TV is a television connected to the internet. It works with a streaming enabled device like a game console, Roku, Apple TV or even a smart TV itself. Then, there is the content. There are three very distinct pieces of content. The first are subscription services, these are services such as Sling where it mimics your traditional cable service. The second category are apps, for example most networks or brands have an app, like CNN, and they either put free content on there or you can subscribe. The last group that's very specific and new are free ad supported apps that are owned by big media companies such as Pluto, that's owned by Viacom CBS there Izumo that's owned by Comcast. It has digital like qualities to it. In a Connected TV environment, we are able to target specific segments. Our particular platform has 30,000 different segments. The reason why CTV is growing is 65% of Gen Z or Millennials have at least one OTT subscription.

Cyndi Greenglass: How are segments identified in marketing in CTV?

Brian Hunt: It depends on the data provided by the data collector. Each of them may have a slightly different collection and execution model. Let's say that we have a credit union, and they may decide that from a branding perspective, they want to do a radius around physical locations and do some branding spots. Perhaps they have a product that they're trying to reach folks who would not be “in the neighborhood.” They want to have a larger geographical footprint, and they really just want to reach people that are in the market for a mortgage. Some of these companies might take your online search behavior, mine that and then produce segments with IPs and device IDs that we then linked to our system and can serve ad campaigns to these folks. You can serve different ad campaigns based on if they are a current homeowner, a renter, their age group, a first-time homebuyer, etc.

Cyndi Greenglass: With all the different segments and messages, how complex is this going to make the world for the creative team and the messaging?

Brian Hunt: It definitely can be. This is obviously video, and you have to have 30 second ads. It is not as expensive as you might think to produce a video ad. For some of our customers, we have VAST served dynamic creative, where third parties actually serving it can actually change out data points in the commercial itself. For example, you could have different interest rates based on location or different loan types based on the IP address it is linked to. This is how some of those micro-campaigns are done on the creative side.

Ruth Stevens: Are these new channels able to attract companies that previous found TV daunting?

Brian Hunt: It allows a small business to advertise geographically. They can do certain zip codes or radius around certain locations, so you can have the same impact as large companies. You can target local customers that are relevant to you.

Cyndi Greenglass: Many of our audience are looking at career opportunities, what kind of qualifications are you looking for if you wanted to hire into this area, or what skills should somebody have?

Brian Hunt: It’s the use of data, how to upload it and how to think about the sytems of how data interacts with one set versus another. If you are good at collecting the data and harvesting it and activating it, then this could be for you.

Key Takeaways/Three Little Piggies

  • This is an important tool to be experimenting with now in our multi-channel campaigning. If you're not trying it out, you're missing out.
  • It's more affordable than we would have ever dreamed.
  • There are a lot of opportunities in this field, but it isn’t just about individuals who can crunch numbers. They have to be able to capture data and activate it. They have to be able to create insights from that data, blending art and science.

Marketing Communications Today presents Horizons, it’s forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Join Cyndi and Ruth bi-weekly for new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.

Meet our guest

Brian Hunt

Media industry veteran Brian Hunt is Head of OTT and CTV Advertising Sales for Sinclair Broadcast Group.

In this role, Hunt is responsible for the monetization of multiple premium connected TV and over-the-top digital video services for the company, including CompulseOTT, a data-driven ad platform and the fastest growing digital product in Sinclair’s history. His responsibilities also include oversight of Sinclair’s rapidly growing local broadcast inventory and national platforms for NewsON, featuring over 300 local broadcast stations, as well as STIRR, Sinclair’s direct-to-consumer advertising supported OTT service. Hunt also oversees the OTT and CTV ad sales for Bally Sports regional sports networks and The Tennis Channel.

Prior to his role at Sinclair, Hunt was Corporate Vice President of TEGNA’s Premion OTT Division as its first employee. During Hunt’s tenure at Premion, he oversaw Sales, Publisher Relationships, Contracts, Operations and Strategy.

Prior to TEGNA, Hunt held a variety of leadership positions in the industry. He was the Senior Vice President of Viamedia, a cable ad sales representation firm where he established and renewed key partnerships including: Centurylink, Google Fiber, Verizon Fios, Time Warner and others. Hunt spent over 15 years at NBCUniversal as Senior Vice President of Affiliate Sales & Marketing in the Cable Distribution Group and other key NBCU positions.

Hunt has a BS in Finance from Southern Illinois University, M.B.A. from Fontbonne College in St. Louis, MO and an Executive Management Degree from Harvard Business School. Hunt lives in the New York City suburbs with his wife and three children.

Meet the hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!

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