In this video interview, Doug Rozen, 360i Chief Media Officer, says that video no longer has to be used as a top-of-funnel, brand-building channel.
Rather, he says, it can be measured accurately and support performance and outcome goals.
“No dollar gets a free pass,” Rozen says. “Video dollars should be held to the same level of accountability as your search dollars.
“Today you can do that. It just requires a different orientation, a different way of thinking about planning.
“A lot of times people get caught up in the technical aspects of how you do this and don’t think about the strategic elements.
“You have to plan differently for an outcome-based approach versus a more traditional reach-based or impression-driven approach.”
How does 360i do that? Rozen says his teams still employ media mixed modelling.
Whilst the practice was not necessarily devised to measure outcomes per se, Rozen says he either works with a third party or carries out in-house media mixed modelling that is created to accommodate both awareness and outcomes.
On top of that, 360i has created scenario planning tools, using artificial intelligence, that allow clients to imagine dialling up or down certain channels in their marketing mix.
360i was founded back in 1998 as a search engine marketing agency and has since branched out into social, strategy, media and creative. It is the agency Oreo’s “Dunk In The Dark” Super Bowl campaign.
Rozen says the company is increasingly looking at multi-channel campaigns.
“One of the things we’re doing more and more is connecting at full-funnel,” he says. “So just because somebody has been exposed to a video unit, especially online, how do we then start to see what the downstream activity is?
“So, obviously we see a lot of search signals, we see a lot of other digital signals as well. We can start to stitch that together and then be able to understand, is this somebody that’s been in a repetitive process before?
“You just have to almost flip your mindset. Instead of thinking about how do you embed or infuse digital into traditional, why can’t every channel or every media decision be done in a way that is digital first?”
You are watching “Outcomes-Based Advertising: Connecting Ad Exposure to Business Results,” a Beet.TV leadership video series presented by LoopMe. For more videos, please visit this page.
]]>Digital and streaming video is no long just about reach she notes, in this interview with Beet.TV
The move to OTT will be significant part of the conversation at next week’s IAB NewFronts, she expects.
This video is a preview in a series leading up to the 2020 IAB NewFronts. Please visit this page for additional segments from the Road to the NewFronts 2020. This Beet.TV series is presented by the IAB.
]]>But it is the control, power and automation promised by digital that has made media placement faux pas harder to take.
That is a takeaway from one digital agency exec currently undertaking an audit of every brand client’s risk tolerance.
“Risk is a client by client decision,” says Doug Rozen, 360i Chief media officer, in this video interview with Beet.TV.
“We sit with every client. In fact, it’s something we’re doing in Q1 this year, with every single client. We are helping them reclassify their risk.
“In many cases, it might remain the same. We give the client a risk score based on what their tolerance is, what their willingness is, what their brand and audience are like. Therefore, for most clients, we do not look at news programmatically. What we do though look at is the individual.”
In the last couple of years, advertisers that have embraced automated buying became concerned at occasional appearances next to unsavory content.
Now some are even questioning whether to appear on news sites at all, such is the deteriorating tenor of public debate in current affairs.
But, for Rozen, who says: “There’s no such thing as 100% risk free digital media,” bad news can also be good news.
“We’re excited about the fact that attention is being put towards the news, real news, good conversation,” he adds.
“I think that’s what we’re really looking at, is the conversation aspect of it, not just buying banners and buttons that surround the news.”
This video is part of a Beet.TV series exploring the dynamic news landscape and opportunities for marketers. The series is sponsored by CNN. For more from the series, please visit this page.
]]>Instead of “iterating on media plans year over year,” companies should take a fresh look and contemplate how they would build a new brand today and before deciding how to go to market,.
“And I think that is one of the best learnings that a marketer can get today from those direct to consumer brands,” says Hofstetter, who joined Comscore as President in October of 2018 from the 360i agency.
Citing the “migration to the big screen,” she notes the “migration to the big screen” and the need to consider the various ways that consumers are receiving content.
Direct-to-consumer marketers would take the approach of an “if I were inventing that brand today point of view. How can I get the same kind of targeting and measurability from TV that I was getting from digital. And I think they’re doing a fantastic job.”
While first-party data is more important than ever for engaging with customers, Hofstetter says it’s not an all-or-nothing proposition.
“It’s really fun to work with companies that have richer data sets, but they’re not necessarily nearly as necessary depending on what you’re trying to accomplish. Yes, they have tremendous rich data sets, and that’s great for targeting.
“But I would say the vast amount of data that’s available today actually can be used to help target no matter what you have. I think there are a lot of big companies today that are short on first-party data, and it doesn’t necessarily put them at a disadvantage if they think about it the right way.”
While she attends CES in part to help elevate the Comscore brand, the annual event lets people think more out of the box.
“When you’re here, you get to take out the craziness of the day to day. You have an opportunity to really take a fresh look at your business and think ‘I probably need a more modern approach to how I’m looking at my data from a planning, executing and measurement perspective,’ and the receptivity has been wonderful.”
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>In this interview with Beet.TV roughly a month into her new role at the measurement company, Hofstetter talks about Comcore’s doubling down on offerings like its Comscore Campaign Ratings and what’s needed to move cross-platform unification ahead.
“The question that has been brewing has really been a big question on the buy side. There have been silos. There’s TV buying, there’s digital buying and then there’s that premium that sits in that purgatory in between,” says Hofstetter, who until September of 2018 was Chairwoman of marketing agency 360i.
“Consequently, media partners have tried to aligned themselves to the buyers. So we’ve had a little bit of a breakdown in the ecosystem and that has inhibited a lot of the movement towards looking at video more cross-platform.”
Measurement providers want to see things go cross-platform, “but the buy-side’s not always organized for that,” she adds.
“I think the more we can get better video, better targeting, better cross platform, better de-duplication, the more we’ll be able to proliferate and help advance that.”
In speaking with marketers, media partners and agencies, Hofstetter has found that “everybody has their own perception of what Comscore is and what they do. And if I just say we’re here to bring trust and transparency to media and marketing to use data to drive growth, that is true but it doesn’t explain the how.
“So I think there’s a lot of opportunity for us, call it in the next six months, to better educate the marketplace on who we are, the benefits that we provide and then bring that to market and deliver on the promises.”
This video is part the Beet.TV preview series “The Road to CES 2019.” The series is presented by dataxu. For more videos, please visit this page.
]]>“That’s because there’s not only the interest but the capability and also the audience. This will be the first time as we go into the video season that you have those things together,” Rozen says in this interview with Beet.TV.
He separates advanced TV into three buckets, beginning with its increasingly programmatic nature for automated buying.
“We’re really excited about the programmatic television, and that scale is growing ridiculously fast. We’re able to do more and more today to address more individuals than ever before,” says Rozen.
The world of smart TV sets occupies Rozen’s second bucket. He cites a “cacophony of partners and players” that are providing technologies and platforms that enable IP targeting, tracking co-viewing and listening and understanding what’s being displayed.
All of this information can be used to retarget viewers or for “individualized household delivery of nuanced creative because I know who you are versus somebody else,” Rozen says.
Third is OTT disruption of the traditional linear broadcast TV model and the advanced advertising opportunities created along the way.
Prior to joining 360i this summer, Rozen was at OMD, where he drove all digital and innovation activities, including Ignition Factory (trend spotting), Zero Code (gaming and virtual reality) and OMD’s mobile and social divisions. Now he’s helping to scale the media capabilities of the agency that has a deep heritage in search and now integrates creative and media capabilities.
Clients, says Rozen, are trying to understand the shift from such historical TV measures as reach and frequency with GRP’s in mind to being able to correlate ad impressions with sales. Historical comparisons of reach and frequency must yield to used advanced identity tools and media selection “and then be able to attribute that to a direct sale.”
While 360i’s roots are in performance, “We have been driving very quickly beyond that to be a full-service agency, which is refreshing, exciting and certainly I think ripe for where the market’s going as media and creative really need to be tied together more closely,” Rozen says.
This video is part the Beet.TV preview series “The Road to CES 2019.” The series is presented by dataxu. For more videos, please visit this page.
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