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Cross-Screen Planning, Measurement And Attribution An Iterative Process: TiVo’s Lutz

SAN JUAN, Puerto Rico—To TiVo’s Lisa Lutz, it’s not that people aren’t asking the right questions about creating audience segments and targeting them across platforms and devices. “It’s just that there’s so many questions and so many problems to be solved, we’re just not there yet,” says the VP of Product Management.

“I think it’s a wildfire right now,” Lutz adds in this interview at last month’s Beet Retreat 2018.

She sees more agencies wanting to use TiVo’s MVPD and box viewing data to create targets for viewers of connected-TV and non-linear devices “and export that out as part of a segment.”

It could be in combination with data about, say, politics or location. Based on viewing behavior, ads for a new horror movie could be targeted to people who are known to be theatre-goers and horror aficionados.

Then there is the concept of exposed and unexposed ads and how to achieve desired frequency and measure it. TiVo can help to determine how to retarget people who have been exposed to specific ads or help to find “those viewers who I wanted to target but are light TV viewers and I didn’t actually find them on TV,” Lutz explains.

TiVo’s second-by-second viewing data also provide insights into how to retain audiences and how effective efforts are to improve the commercial experience by adjusting pod lengths. While there’s planning, measurement and attribution, “they’re all very much in parallel. If I plan, I create my target, I will most likely model that target today because I want to get the scale that I need to find those viewers on platforms.

How does one determine whether a particular target is effective?

“The only way to know that is to start looking at attribution. During the course of that campaign, of that model segment who converted and look at how those converted viewers score against that model target. Was that model effective?

“There are so many different questions and measurements and evaluations that need to happen that are just iterative across a process,” Lutz says. “I don’t think you can look at things in a silo.”

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.