In a panel discussion at Beet Retreat in the City, “We’re Going Local!”, three TV platform representatives discussed their take on “addressable” TV.
Ahead of next year’s 2020 US presidential election, two of them said that electoral candidates are big customers for local addressable TV ad campaigns.
Ashley Swartz, Furious Corp CEO, led the discussion with:
“We started this addressable journey seven years ago,” Robertson said. “We have the set top box data. Let’s use that to make our advertisers more enabled and more capable to reach a target audience.
“One of the early adopters to addressable was the political marketplace. It’s not (for them) enough to do (targeting by) age, gender and geo because you and your neighbor will have different politics.
“We looked to streamline that process and formed a joint venture (with DirecTV) called D2 where all political dollars to our two firms on an addressable scale are coming through one joint department.”
“Comcast has invested in technologies like blockchain, Blockgraph,” said Zapata. “I mean we are really looking at making sure like right now in the local space, we’re doing BYOD (Bring Your Own Data) actually for political ads. We are doing some really cool things in the local space.
“In five years what I would really like to see is, ‘How do we get addressable? How do we get national, how do we get geo all actually bought from the same team?’ It’s audience focused, it’s platform agnostic, it’s network agnostic. And there’s a currency that actually looks at (it) impression-based and de-dupes (audiences).
“At Hulu, the nice thing about our local team is that we can execute with an ease on the client side,” Donohue said. “You can buy every DMA (designated market area) in the United States or you can buy down to one zip code.
“It doesn’t just have to be a 15-second spot or 30-second spot. You could use our ads selector, make a decision. The viewer could decide, “I’m going to watch a two-minute commercial and then be ad free, a binge ad or a pause ad.”
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies.
In the last couple of years, Comcast has built a significant technology portfolio and overhauled its own ad sales efforts to support data-driven, targetable advertising in both linear TV and digital video.
“What kind of data are we harnessing? The most beautiful kind,” says Andrea Zapata, Comcast VP research and insights, Comcast Spotlight, in this video interview with Beet.TV. “We have viewership data across our platform. We started tapping into our (own) data in a very privacy-compliant way about two years ago.
“I will tell you, though, that we have really pivoted away from using a lot of third-party syndicated measurement to really using our data to help inform what happens across our house.”
Zapata was speaking with Maryann Halford, senior advisor at MTM Consulting, for Beet.TV.
Comcast Spotlight is publishing some top-line data from its Comcast platform through its quarterly TV Viewership Report, the latest in a long line of insight products that has also integrated all the publications its FreeWheel unit was producing.
“They’re watching in ways that may be fairly surprising to you and actually might break some of the ideas that you have, the contracts that you have and how you reach your customer,” says Zapata.
“It’s not just prime time, it’s not just a handful of networks. In fact, it’s probably networks that you don’t even know but your customer is watching and values.”
She says Spotlight offers advertisers the initial big reach that goes with mass, data-driven linear TV, perfect for upper-funnel goals, followed by lower-funnel approaches which use addressable TV capabilities.
This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight, TVSquared and WideOrbit. Please visit this page for additional segments.
]]>“We absolutely know that we have to get beyond the core linear product because we want to essentially be platform agnostic,” says VP of Research & Insights Andrea Zapata. “Just as we are now network agnostic when it comes to reaching customers and making our recommendations, just as we are now daypart agnostic.”
In this interview with Beet.TV, Zapata explains how it’s “still early days here” in proving the value of TV beyond simple ad recall and viewer sentiment. “I think for television now it’s absolutely crucial that we start proving our value as we go down that funnel. It’s not just good enough to say that we got people to see your ad.”
Comcast Spotlight’s approach is rooted in the belief that if it’s going to be making audience targeting recommendations, it should be able to prove they worked. “For us, attribution is did the person who saw your ad take an action and can we measure that. We know you’re going to measure it. You absolutely should. It’s your responsibility,” says Zapata.
Deciding on partners is “a very rigorous process,” she adds. “I always say God bless our vendors because they have to go on this journey with us.”
With TVSquared, the process started with a proof of concept followed by a pilot and scaling. “We’re in north of sixty markets, so for us we’ve got thousands of sellers and thousands upon thousands of clients. We want to make sure the solution that we’re building for can answer core questions and scale appropriately.”
Initially, Comcast sought to determine if exposure to TV commercials drove website traffic for advertisers, whose websites are tagged by TVSquared. “They get the option of two KPI’s or two pages based on their campaign objectives,” Zapata says.
Within 30 days, Comcast sales personnel and advertisers can log into dashboard “and see if there was any lift to performance after exposure to an ad. For us it wasn’t good enough to see lift website over a long period of time,” so Comcast chose to use a 30-minute window of time after exposure to an ad.
It’s a case of correlation as opposed to causation. “Giving the right credit to television but not all credit,” says Zapata.
This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page. This series is presented by TVSquared.
Zapata will be a speaker at the #BeetRetreat August 7 at GroupM. Here is the speaker line-up:
Kelly Abcarian, GM, Video Advanced Advertising, Nielsen, @kellyabcarian
Janet Balis, Global Advisory Leader for Media & Entertainment, E&Y, @digitalstrategy
Mike Bologna, President, one2one Media, Cadent, @CadentTV
Tim Castree, CEO, GroupM North America, @castree
Marc Cestaro, Director, Addressable Lead, MODI Media, @ModiMedia
Brendon Condon, CRO, Comcast Spotlight, @ComcstSpotlight
Jennifer Donohue, VP, Local Advertising Sales, Hulu, @hulu
Bob Ivins, Chief Data Officer, NCC Media, @bobivins
Ryan Jamboretz, Chief Development Officer, Amobee Broadcaster Solutions, @r_jamboretz
Jo Kinsella, CRO & EVP, TVSquared, @JoKinsellaTVS
Joe Marchese, Entrepreneur In Residence & Co-Founder, Human Ventures, @joemarchese
Brian Norris, SVP, Direct to Consumer, Ad Sales, NBCU, @thebriannorris1
Joanna O’Connell, VP, Principal Analyst, Forrester Research, @joannaoconnell
Olga Ramos, President of the Boys & Girls Clubs of Puerto Rico, @BGCPR
Sean Robertson, General Manager, Partnerships, DISH Media, @DISHMedia
Howard Shimmel, President, Janus Strategy & Insights, @HowardShimmel
Philip Smolin, Chief Strategy Officer, Amobee, @philipsmolin
Ashley Swartz, CEO & Founder, Furious Corp., @RedFuryNYC
Brian Wallach, SVP, CRO, Advanced TV, Freewheel, @bw10
Andrea Zapata, VP, Research & Insights, Comcast Spotlight, @ComcstSpotlight
]]>This typically means selecting one or two dayparts and perhaps five or six networks in all and maybe a sports package, Zapata explains in this interview with Beet.TV.
“Those clients of ours who buy in a very specific way, they will get lift to their website,” she says. “But with the same budget, and this is what’s incredible for me, if they’re willing to take a more data-driven approach to their planning and buying process, and they open it up to all day” the results multiply.
“If they open up the five to seven networks or the sports package to forty-plus networks, which I know sounds crazy, but that’s where your customer might be.”
Zapata says in that scenario, results can go from a 2-3% lift to as much as 8%.
“What we have found is that the reach can go from twenty percent of your backyard to sixty percent of your backyard. Reach is vitally important, so use TV for what it’s good at, don’t constrict your customer you can yield better outcomes.
“So what our guts once told us is actually being demonstrated with validation outside of just our guts.”
This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium. For more segments, please visit this page. This series is presented by TVSquared.
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