In recent years, the prevalence of audience data has revolutionized the ability to target digital advertising.
But now the set of capabilities and consequences produced by that data is changing shape.
What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out to uncover.
In these highlights, hear the takes of nine advertising executives on the issue.
1. Mobile brings a TV boost
Joao Machado, marketing SVP at Sabio, a company which powers connected TV ads using mobile data, says the combination is a win.
“The mobile device is the perfect mirror of a person’s affinities, their likes, where they are in their life stages,” Machado says. He wants to “couple it with the promise of what CTV digital television offers”.
2. TV is getting richer
When it comes to new-wave TV, AJ Kinter, head of advanced video strategy at Publicis Media Exchange (PMX), says the opportunities are burgeoning.
Kinter draws a distinction between “programmatic CTV” and “direct CTV”. “Since the CPMs have started to become much closer to programmatic CTV, you now have a linear, addressable TV and programmatic CTV kind of range in the same type of CPM,” he says.
3. Fusing media and mobile
Device data needs to inform media buys. That is why Aziz Rahim, Sabio CEO, says his company also started an app analytics division.
“Sabio is focusing on the media aspect of the industry, providing a deeper, unique targeting, reach and capabilities, and then along with creative capabilities,” he says. “The App Science side is to provide agnostic analytics and insights on CTV and OTT, along with mobile campaigns.”
4. Double-down on de-duplication
Ad buyers need to avoid exposing consumers to the same ad across multiple devices, says Dave Kersey, executive media director at GSD&M.
“Duplication is certainly a challenge in the industry,” Kersey says. “(We need to be) understanding the entire consumer journey across all video platforms.”
5. Data helps post-pandemic ad recovery
At MBuy, a unit of Mediaocean, media strategy and operations SVP Michael Parent is using data to welcome back travel brands that want to resume spending.
“We’re taking the data that we’re getting — everything from geography to programming to dayparts to the response that we’re getting,” Parent says.
6. Real-time duplication monitoring
At Sabio’s App Science, EVP Helen Lum says ad duplication is starting to worry more ad buyers.
“I think a good way to solve for that is actually to track and reduce that duplication and monitor that reach and frequency across partners and publishers, so that advertisers can reinvest those wasted dollars in real-time for their buys,” Lum says.
7. Mobile is the key to e-commerce
Mobile is evolving toward becoming an e-commerce driver for TV ads, says Jeff Liang, head of digital product at WPP’s MediaCom.
“We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones,” Liang predicts.
8. Understand TV & mobile together
It’s no longer an “either-or”. Kelly Metz, managing director of linear activation at Omnicom Media Group, says ad planners must understand how consumers use mobile and TV in tandem.
“The way we choose to manage that or support that from a planning perspective is by emphasizing holistic campaign planning and holistic campaign measurement,” she says.
9. TV can target the right patient
The ability to target TV ads can revolutionise healthcare advertising, according to Starcom’s EVP Melissa Gordon-Ring.
“We can double-down on things like connected television or addressable television, and have a higher likelihood of reaching our patient in their household, versus hoping that this is the right target audience for us to be purchasing against,” she says.
You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.