“It’s like de facto. And that’s pretty cool. Maybe iSpot should get our crown pretty soon, because we’re rapidly becoming a really trusted third-party analytics provider for TV advertising,” the SVP, Business Development, says in this interview.
iSpot.tv started as a measurement company that could track TV ads in real time, according to Bareuther. “We built a syndicated product that measured TV ads and it became really popular for brands.”
About four years ago, the company started a partnership with smart TV manufacturer VIZIO to get access to ad impressions as they appear, based on automatic content recognition.
“So we’ve taken all this raw data from what’s appearing on screens second by second and do a lot of data work and data science around that,” Bareuther says.
There’s a range of information gleaned, including whether the ads are being seen live, via DVR or OTT, plus the pods and the shows in which the ads appeared. A typical analysis will include the number of airings of a spot, the estimated advertiser spend, the number of impressions, attention and engagement scores and percentage of share of voice.
The next step was being able to show what happened after viewers had seen the ads, as happens with much of digital advertising.
“Brands are spending so much money on TV and they’re spending so much money on digital and they know what’s happening in digital immediately. They get long feedback loops from TV,” Bareuther says.
iSpot.tv set out to shrink that feedback loop. “So we figured out a way to understand household consumption of television ads” so that advertisers could blend it into their marketing stacks, through LiveRamp, Adobe, Oracle et cetera. And help them understand themselves how it’s being effective.”
Asked whether any of its clients have enough outcomes data to be able to use it not just for back-end measurement but for planning purposes, Bareuther says yes.
“In order to get to the bottom of the funnel the first step is always to have the top of the funnel. Once we can say that this NBC show is more effective for you X retailer than this ABC show or this Bravo show or vice versa, maybe could use it to optimize your planning.”
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.
]]>The idea was to smooth the path to a future in which data would play a much bigger role in how TV ads were targeted.
But OpenAP 1.0 wasn’t the end of the story. After a year of talks, the consortium got some big new members this year.
“We just recently had NBC Universal join us, along with Univision, which is exciting because, now, we represent more than 60% of the television market,” says Turner Ignite VP ad innovation and programmatic solutions Larry Allen in this video interview with Beet.TV.
But Allen says OpenAP has already had an impact in a TV world, once premised solely on ads placed against show types, that is now fast moving toward more data-driven targeting.
“The OpenAP platform, I think, really had a big role in the upfront this year in helping to establish standards with regard to audiences that clients and the advertising agencies wanted to use to buy on throughout this coming season,” he adds.
“Generally, we see it as a really amazing, collaborative effort where the television industry can come together around setting these standards and working with clients to execute audiences at scale.”
OpenAP is one part of a “programmatic” opportunity whose tendrils are now reaching from the internet in to television.
But, as it makes the transition, it begins to look different. Whilst, online, programmatic technologies launched to help fill inventory, in VOD and OTT TV it will have more of an automation and planning function, Allen says.
The interview was conducted at Advertising Week in New York.
]]>The SVP of Product Leadership for the information and measurement provider spoke with Beet.TV after appearing on a panel discussion titled Building the Frictionless TV Media Buying Experience at Advertising Week 2018.
“It’s all in the name of bringing comparability and consistency to buying and planning and execution,” says Abcarian.
Nielsen earlier this year launched its Advanced Audience Forecasting tool, which enables buyers and sellers of linear TV inventory to accurately and more directly forecast inventory for a precise target across all nationally measured television networks. Inputs include people-level attributes like in-store and online credit/debit transactions and psychographics (e.g., pet owners).
Common forecasts will facilitate an understanding of segment sizes for transactional purposes. “Not to replace the secret sauce, but really to augment and help buyers and sellers speak more consistently and to understand the sizing that’s available in this linear data driven world,” Abcarian explains.
The forecasting tool was built through a collaboration with clypd, the provider of audience-based sales solutions, which has released what Abcarian describes 1.0 standards. “That was a consensus building across buyers and sellers so that they could start to understand how to think about benchmarks and norms around these segments and how do you measure campaigns,” she explains.
While it might seem relatively straightforward to describe pet owners, it can be complicated. “When you look at pet owners and you have new pet owners coming into a segment during that campaign measurement period and, unfortunately, existing pet owners retracting from that segment. How do you think about the fluidity of audience based buying to insure that there’s a common, consistent definition across buyers and sellers?”
Taking in the proceedings at Advertising Week, Abcarian believes TV doesn’t get enough credit for its accountability and 100% make-good environment. “That doesn’t really exist across the other mediums. And I think they’ve made real advancements and I think they’re realizing they’ve got to continue to run fast at that to simplify the advertiser’s world.”
]]>Hearst’s TV footprint spans 39 states where the company is now selling connected TV in conjunction with the same linear audiences for local TV, the Co-Founder, President and CEO of dataxu explains in this interview with Beet.TV at Advertising Week 2018.
“So it’s quite an innovative offering and because it’s Hearst, of course it features premium content on connected TV. And all that’s being powered by dataxu’s technology,” Baker says. “We’ve been really struck by how quickly it’s growing. Bear in mind, these are local, traditional, tier three advertisers” like movie theatres and car dealerships, the “bread and butter of local TV advertising. It’s been tremendous to see the interest in connected TV and these digital audiences, I think for good reason.”
Bringing together local linear and digital via TotalTV makes it possible to re-aggregate hard-to-reach viewers like young males who are “very hard to reach at all or with frequency on linear TV,” Baker adds.
Local TV represents roughly $25 billion of the $70 billion TV advertising industry, according to Baker, “and it has a completely different market structure. There’s targeting of course in the DMA’s and even below the DMA level, which is more possible with some of the new digital technologies like connected TV.
“So the opportunity is really to take local, geographic targeting combined with some of the more traditional ratings demography and put them together in an automated, high-efficiency, easy to operate sales machine. Groups like Hearst have hundreds of TV sellers, so you have to forecast and deliver and account for and report across many thousands of campaigns,” says Baker.
]]>But, in 2018, brands can use their own marketing data to target ads, too.
In this video interview with Beet.TV, Nielsen EVP, Advertiser Direct & Marketer Cloud Damien Garbaccio observes three trends affecting brands:
The first is key. Now that marketing and advertising platforms are getting linked together, advertisers don’t just have to rely on tracking users across the web and finding them again on the other side. They can use data about their own customers, right from their own CRMs.
That fits right in with the trend in which brands also want to exert more control over their advertising operations than they traditionally have enjoyed.
“They want to either bring things in house, or have more control over their data and their data strategy,” Garbaccio says.
“They want to learn more. They want to do more themselves. They’ve typically depended on agencies and others, but they want to do more, specifically in the advanced media, connected TV, and linear space.
“What we’re trying to get them comfortable with, and frankly the industry comfortable with, is one audience that’s defined, but can be activated everywhere – whether it’s digital, whether it’s connected TV, whether it’s linear TV.
“That same audience can flow back and forth, and can be used. And that’s sort of their goal. Will it happen tomorrow? Probably not. But will it happen the day after tomorrow? It could, and that’s the feedback we’re getting from the brands, especially here at Ad Week.”
This interview was conducted at Advertising Week in New York.
]]>“That doesn’t mean that all media will be bought programmatically,” Jenckes adds in this interview with Beet.TV at Advertising Week 2018 in which he talks about the collaborative progress being made by NCC Media, in which Comcast is part owner. “Having those tools in our toolset, when you add them to the scale, quality and engagement of television, there’s no better marketing platform on earth.”
The best thing about NCC Media—whose other owners are Charter Communications and Cox Communications—is that “it is a collaboration across multiple players in the marketplace,” says Jenckes, who is President of Advertising at Comcast Cable.
“Historically, it focused on national sales for local media and that’s really good. It took it from something that was different in every market to a consistent way to buy across the U.S. and in doing that it created what is a six-billion-dollar local national market.
“I think ultimately, remnant or unwired networks will also work well at a national level. I think the ability to turn on addressability at the network level so it’s not just the distributors that do it will also likely happen through a vehicle like NCC.”
While infrastructure, programming rights and extracting data continue to pose challenges, there’s been a lot of progress over the past four years, according to Jenckes.
“Technology is now in place that helps unify audiences across screens and devices,” he says. “That was always one of the big benefits of television the unparalleled scale and fragmentation kind of fought against that a little bit.”
Now that marketers have figured out new ways to run campaigns across platforms and devices, “We aggregate the scale that allows people to find audiences.”
Asked about advances in data, Jenckes cites John Wanamaker’s oft-referenced complaint about not knowing which half of is advertising budget was being wasted.
“That’s just sad. It was the reality for a long time and I think TV got away with it because it was so effective as a medium that you could waste half and it was still okay. But I think the waste just needs to be addressed.”
By unlocking data to find household-based audiences across every screen “makes us much more competitive with digital than we ever have before,” Jenckes says. Household addressability is now available in 70% of TV households. “There’s still a lot to do around standardization, but the promise is there.”
Comcast has made big investments in attribution models because if TV can show it’s true impact for marketers, “everybody will see that the truth is on our side.”
We spoke with him earlier this week after his panel at Advertising Week.
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