With connected and addressable TV technology, marketers can buy ads that reach specific audiences.
In this video interview with Beet.TV, the director of TV solutions at Experian Marketing Services says the city is the perfect location to begin experiments designed to reach selected groups of viewers.
“I often recommend advertisers who are looking to get into a targeted video advertising to start with New York,” Danaher says.
“Because the diversity of the audiences that they can target and see how those audiences respond, you can get all that you need in the New York DMA (designated media area).
“Let’s face it, there is (also) an influence. If you can get your attitudes and behaviours out that you want to the New York audience, there is some influence that is pervasive to the national market.”
Experian, once just a financial data company, is now playing in the wider marketing services game.
It is working with TV operators, measurement partners, OTT and CTV companies to provide data, identity services and measurement capability, including attribution to prove a campaign’s effectiveness.
Danaher says data is a new need in the industry:
Danaher says the global pandemic has thrown the use of data in TV into sharp relief, with global online activity up 20% na budgets coming under close scrutiny.
But he says a three-step plan can help brands:
You are watching “Targeted Strategies, Big Impact: TV Powered by Data, Addressability and Consumer Choice,” a leadership video series from Beet.TV and VAB. For more videos, please visit this page.
]]>But that before the rise of super-powered new TV ad capabilities, and before the sun started to set on some of digital’s key levers.
In this video interview with Beet.TV, Brad Danaher, Experian Marketing Solutions’ TV solutions director, says: “Our identity solution is based in offline data, which we see as different than more of a cookie-based solution, which is obviously going to be affected by the Google announcement.”
Danaher is referring to Google’s plan to eradicate all third-party cookies from its Chrome browser by 2022, ending the era in which the humble cookie text files have been the prime method of tracking web users.
“Offline data … provides a lot of consistency as well throughout campaigns,” Danaher adds.
The TV ad offering is being upgraded with the ability to do targeted, digital-style deliveries and to help ad buyers better manage the reach and frequency of their ad exposures. But Danaher says TV executives are using the power more wisely.
“The TV industry, I think, has learned from … what’s going on in the digital industry and is also very focused,” he says.
“I would say one of the key differences is the media sellers have an ongoing relationship with their customers. They do not want to mess that up. They want to protect the privacy of the subscribers to their services. They have a much more, shall we say, skin in the game to keep privacy paramount.”
Danaher was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>After all, “programmatic” advertising unleashed “real-time bidding” (RTB) on to the world several years ago now. Today, real-time auctions for display ads are commonplace and many hope for a similar arrival in TV and video.
But a panel discussion at Beet Retreat discussed ongoing inertia in a $70 billion US TV advertising business where the legacy medium is proving reluctant to change…
DISH Network director, ad sales, Dish Media, Jim D’Antoni:
D’Antoni was asked if ad buyers’ requests for audience segments are still processed “mostly in Excel and (with) manual extracts of data from various systems, lots of macros”.
He responded: “Yes. There is still some friction.
“And that’s just dealing with one supplier – if you’re on the buy side, you’re going to have to deal with that three or four times. So there is a long way to go in terms of streamlining the process.”
Videa VP sales Archie Gianunzio:
Automation is what Videa is aiming to bring to the market. The company makes platforms that reduce friction in ad avails, makegoods and posting
“We have found, much to our chagrin, that (even) within the same broadcast group … multiple stations are not speaking the same language. There’s almost no standards at all when it comes to broadcast.
“We spent probably two years on something that we called traffic normalization, which was literally just getting our system to understand all the different names that exist for one program so that when someone wants to make a buy across multiple markets, the buy could happen and the system can understand (what) they mean.”
Google Head of Telco/Video Partnerships Peter Dolchin:
Asked for the most important priority, Dolchin said: “Interoperability.”
“We like challenges, but this is clearly complex and we have some really smart, talented people at the company who understand it. We’ve been recruiting people from the industry over the past decade. And so, we know it’s hard, but we are testing in a variety of different ways.
“So with this new linear addressable solution that we’ve launched, there is the ability to look at set-top box tuning data real time and bring that into the decision making when they’re selecting the ad. That is one of the ways in which we’re bringing real time to it.”
Experian director of TV solutions, Experian Marketing Services, Brad Danaher:
Danaher said his company had helped political advertisers target campaigns during the recent US mid-term elections.
“It was a big cycle for political. Even though it was big, we actually thought it would be a little bigger.
“When we work with folks like DISH, we have a platform called Audience Engine, which basically allows counts to be accessed within seconds if needed be. If (the audience target is, for example), environmentally-aware consumers … we can tell the MVPDs through that platform within 10 seconds and you can go on the platform and know it, and then launch that into their media plan, knowing the sizing right away. That’s an improvement.”
DISH Network director, ad sales, Dish Media, Jim D’Antoni:
D’Antoni was asked to describe the typical lead time to make an addressable TV campaign active.
“Typically three to five days,” he said. “And then that it served, it’s beamed up to the satellite. It’s (then stored) in the (set-top) box.”
Furious Corp CEO Ashley Swartz:
That prompted the panel moderator to make a “broad” statement on the relative slowness of what many think should, by dint of being digital, be a fast process.
“There is no real-time in TV,” she said. “Tthere’s really very little real time data, real time insights, real time decisioning, real time delivery, realtime ops.” Fellow panelists agreed, though Google’s Dolchin explained that Google has launched a linear addressable TV ad solution which supports examining set-top box tuning data in real-time.
Videa VP sales Archie Gianunzio:
Gianunzio said he thought a lot of the infrastructure inertia remains in place because few inside the legacy TV business perceive a threat driving need for change.
“Within TV, things have always been relatively rosy. There’s this feeling that, ‘No matter whatever came along, we were going to be able to deal with it’.” He cited DVRs, internet and Netflix as examples of purported TV-killers that have not turned out to be.
“Every article that you read is like ‘The audience is down and yet it’s more important than ever that you’re using television to get your message out there’ – Facebook and Uber are (doing just that).”
But Gianunzio sees a change may finally be coming.
“The people who thought ‘we’re just going to go passed this and we’re not going to have to actually deal with it’ … they’re either retired or they realize that they’re not going to get to retirement without dealing with it. I think that’s what’s going to push us there.”
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.
]]>Experian helps advertisers determine the data segments that will perform best and use those segments more seamlessly. In this interview at the recent Beet Retreat 2018, Danaher talks about the company’s Audience Engine platform and heightened concerns about consumer data privacy.
The company launched Audience Platform in 2016 to facilitate cross-channel audience targeting and closed-loop analytics. Citing one function, Danaher says the platform takes in data from MVPD’s and “can quickly, within seconds, determine the size of the audience that the advertiser wants. That is something that is removing a pain point.
“It’s often been very cumbersome to create segments. And there’s still some difficulty there, but this platform helps to speed up the precise of sizing up the segments so that then the media plans can be put into place a little quicker,” he adds.
Both the buy- and sell-side have similar concerns with regard to advanced audience targeting.
“The buy-side is trying to solve their advertisers’ desire for an interesting segment, one that is effective for them,” he says. Experian provides its own data sets “and we also have a team that helps them craft it together. A bit of a service model.”
On the sell-side, “they also need help guiding their clients and just understanding data, and also quickly matching first-party data as well as using that third-party data.”
Consumer data privacy was one topic of discussion at Beet Retreat 2018. Danaher says the company understands the concern all too well.
“That is actually in line with what we’re all about at Experian. As a credit bureau, we have all the rights to use it as a credit bureau, but also in our marketing data that is all opt-in data. It is not behavioral data or taken from online sources inappropriately.”
Looking forward, Danaher says Experian is very focused on identity, linkage and advanced data and measurement. Using data that’s effective and then measuring that on the back end “will prove the value of the data and prove that you did it right. That’s the advantage of targeted TV is that you can see it turns out and very clearly the cause and effect.”
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.
]]>In this video interview with Beet.TV, the director of TV solutions at Experian Marketing Services, Brad Danaher, makes a case for Experian being a fulcrum of the new TV advertising landscape.
“Experian sits right in the middle of the TV ecosystem,” Danaher says. “We provide data, linkage, and measurement to a variety of companies in the ecosystem. So, addressable TV partners, OTT, kind of cross-connector companies, as well as TV networks, programmatic platforms, and measurement providers.”
In the big outcry about nefarious uses of consumer digital data in 2018, Experian has gone relatively unassailed. That, Danaher says, is because the company is a “safe haven”. “We provide those same services for the TV ecosystem,” he says, alluding to a new TV advertising ecosystem which is now being made turn by audience data.
“The demand for data has never been greater,” Danaher says. “It used to be addressable TV was the main reason for that data, but linear TV advertising is now very much data driven. The networks as well as the MVPDs are increasingly using much more advanced techniques to identify kind of the gaps, the more interesting viewing segments that advertisers want.
“There’s a variety of data sets that we can offer. But, in addition, we act as a linkage partner for a variety of other data sets that essentially people can access through us. So, a little bit of a supermarket, so to speak, for other data sets.”
For “supermarkets”, also read “data warehouses”, perhaps. Earlier this year, Facebook said it would shut Partner Categories, through which it allowed advertisers to target ads using customer profiles bought from Experian, Acxiom, Epsilon, Oracle Data Cloud, TransUnion, WPP, Greater Data, Quantium and CCC.
That was followed by Acxiom – a data warehouse firm that sells consumer profiles to the world’s largest companies, available to advertisers and ad-tech platforms for advanced customer targeting – selling its Acxiom Marketing Solutions (AMS) division to the Interpublic Group (IPG) agency, leaving it focusing on LiveRamp.
Put simply, in the world of “supermarkets”, it is all change.
“The data marketplace has changed rapidly,” Danaher acknowledges. “Especially with the acquisition by IPG.
“We believe it makes clear the value of data, how important it is in the marketplace, that that transaction took place.
“All the more reason to kind of double down on what we’re doing. Of course our path is still the same. We’re still providing kind of that neutral third party role. And that is probably even more emphasized by that transaction. That we are going to continue to be the neutral one in the middle. And that Experian is going nowhere, and we’re rock-steady.”
He was interviewed by Beet.TV during NYC Advertising Week.
]]>During a break at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, the Television Partnership Director for Experian shares his insights on product and service category success stories and what lies ahead.
Automotive, which is “a big TV category in general, is prime territory for consumer targeting and outcomes measurement, according to Danaher. “That’s been a huge success because even half a percent lift will drive thousands of extra cars sold, so that’s been a big win,” Danaher says in response to a question by Matt Prohaska of Prohaska Consulting.
Financial services, which has a lot of metrics inherent in the business, has been “a big category for us and interestingly, travel has been maybe not number three but it’s certainly significant,” Danaher explains.
Asked about the pricing model for using third-party targeting and measurement data, Danaher cites the usage model adopted by Experian and other third-party data providers. A big advantage is no major upfront commitment of budget.
“Since we’re measuring all of it we can see what works. And then they usually come back and buy more of what works. That usage model has really enabled a lot of people,” says Danaher.
What would he like to see 12 to 24 months from now in terms of industry progression on audience targeting and measurement? “The dream would be a cross-media campaign using an Experian segment in TV online and mobile,” he says.
“Right now there’s a lot of heavy lifting still” as brands seek the best data to define and target audiences. “Twelve months from now the ideal would be if the advertiser knows their metrics, they know what data to use and they know what they’re doing and it’s fast, smooth and efficient,” Danaher says.
This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.
]]>Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.
In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.
“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.
Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.
“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”
Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.
This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.
]]>What’s next? Eric Schmitt has identified three big changes occurring amid the revolution. The VP of TV at marketing data company Acxiom, in this panel interview with Beet.TV, offers up the following. “I would say there’s three big changes that we’re tracking,” he says:
If that sounds complex, Schmitt thinks of the broad opportunity on a simple grid. “I think of it as a 2×2,” he says. “You’ve got digital and TV, you’ve got planning or targeting and measurement.”
The same panel also heard from:
Dethero said brands can take data on anonymous website visitors, match it against a cookie pool, translate it in to subscriber IDs or TV audiences, and distribute those audience profiles out to addressable TV platforms.
Danaher says his goal is to help advertisers use Experian data, work with agencies and buyers to action decisions through any media channel.
This panel was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.
]]>It makes consumers schizophrenic. In other words, they have multiple identities, scattered across services. And that is a targeting nightmare.
But many advertising technology vendors are now promising to solve the problem, and Experian sees the pain easing in the new year.
“Linkage is the connection of customer data and partner data in order to identify a segment for use in targeted media – whether that is using name and address data, IP address data, cookie data, email addresses, mobile data, we can take all of those things and resolve them to an ID,” says Experian TV partnerships director Brad Danaher, in this video interview with Beet.TV.
“It is a key cog in the wheel that makes all of this go. It’s getting more advanced all the time. Marketers are getting much more savvy about the measurement they want around targeted TV.”
Experian began helping advertisers perform advanced TV targeting with Comcast back in 2007.
“A lot of people don’t know all that can be done,” Danager adds. “The word is getting out – they say], ‘Oh, I can link that to geolocation data so I can see that TV drove someone to a retail location’, which helps prove the value of TV, even if the sale didn’t occur. That’s something we can tell people now.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matter More Media CEO Tracey Scheppach.
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