Now we are living in a world which is swimming – or, perhaps, drowning – in the sticky, digital substance.
For many in broadcasting, data is proving to be transformational to the way they sell advertising, reinventing a discipline that has long relied on manual operations and sketchy viewer targeting.
In this Beet Retreat panel convened by Beet.TV, executives discussed the application of data to their businesses.
Panel leader Ashley J. Swartz, CEO of Furious Corp, kicked off by positing that “data is a product”…
Jesse Redniss, EVP, Data Strategy & Product Innovation, Turner:
“100% data is a product. We just announced the fact that we’re launching our own Warner Media D2C (direct-to-consumer) product itself, which will be driven by deep insights on consumption, on behavioral insights, personalization, recommendation engines, dynamic ad insertion built into the overall interface, as well as dynamic content insertion, and dynamic framework of how the actual product itself gets built out. That’s all data driven.”
Frans Vermeulen, COO, TruOptik:
“Typically. what we see is in a programmatic delivery or even in a direct sold model, we see anywhere from 15% to 20% lift on the value of media when that kind of data is applied to it.”
But speakers also said that data alone won’t be a game-changer…
Frans Vermeulen, COO, TruOptik:
“I would say it’s not just the value of the data. It’s the value of the addressability itself. You’re also enabling this household-level dynamic insertion ability. It’s the combination of those two plus the media I think that gets you to that.”
Jesse Redniss, EVP, Data Strategy & Product Innovation, Turner:
“They have to work together.”
Brian Kilmer, SVP Advanced TV Solutions, NinthDecimal:
“Where I see the convergence of these two is traditional linear and then you have this audience data. The challenge is, what is the value of that? Is it about outcomes? Is it about time spent? Is it about consumer lifetime value?
“I think we’re not getting to that. We’re not starting to understand the value of combining data and linear television in a way for brands and buyers to truly value it in a sophisticated way.”
Turner’s Redniss argued that this value actually is becoming clear. But Swartz asked panelists whether it can really be quantified…
Brian Kilmer, SVP Advanced TV Solutions, NinthDecimal:
“There is not a significant interest in proving the value from a buying standpoint at the moment, because they’re not incentivized to do so. They’re incentivized to efficiencies and reach.”
Frans Vermeulen, COO, TruOptik:
“I think we have the talent. I just think the costs of trying to understand the end ROI is still so high, and every marketer has their own metrics for success. It’s just hard to make it a universal standard.”
Swartz said she feared different companies, all hoping to burst the bubble of traditional TV measurement currencies, would simply pick their own solutions, leading to silos…
Jesse Redniss, EVP, Data Strategy & Product Innovation, Turner:
“We as an industry need to come together to identify some key data points that we can all trade on. That’s it. If we can all baseline around that – and it’s not just one currency, it’s probably going to be five or six – that’s when it really starts to come together.
“We all need to do a better job of educating … the end consumer. Right now we’re giving them a shit ton of opportunities and a shit ton of choice. How do we help teach them and educate them on what those things mean?”
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.
]]>NinthDecimal specializes in “physical world data” that, among other things, help advertisers understand the impact “that television ads had on where you’re going, meaning did you shop more because you saw an ad” by tying mobile devices to households,” Kilmer says.
In this interview at last month’s Beet Retreat 2018, Kilmer talks about the quest to properly attribute to advertising media like TV business results that are being credited to other media and how marketer KPI’s can change given campaign results.
NinthDecimal can tell whether someone visited a quick-serve restaurant after viewing ads not just on TV but in digital, mobile and out-of-home media.
One of “the more interesting tactics we’re working through in television” is helping to determine whether the premium cost of a commercial pod takeover drove enough business outcomes to justify the premium “or is it more effective to just buy thirty-second spots or fifteen-second spots,” Kilmer says.
For theatres, primetime TV spots on Thursday night are a mainstay of movie premieres. But does a film also need to be advertised on the weekend after the opening? “Or can they supplement that advertising with different forms of marketing to drive consumers into theatres?”
Apportioning the right level of credit for advertising “is a hot topic for me personally,” says Kilmer.
“We measured a campaign last year that reached ninety-five percent of U.S. households with their linear TV buy. And we were measuring their digital ad effectiveness as well. Which simply raised the question, is TV doing a lot of the work that digital media’s taking credit for?”
While marketing and media modeling techniques abound, Kilmer would like to see an analysis within a consistent environment “to be able to truly understand the impact that mass awareness and the upper-funnel activity does have on the digital-based media that we often drive life from that is getting a lot of value based on other advertising.”
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.
]]>When location-data marketing platform NinthDecimal studied the connection between digital assets and offline sales, it found that mobile generated a higher incremental lift in store visits than mobile and desktop. “So it’s really about that consumer shopping journey,” says Brian Kilmer, the company’s SVP of Advanced Television & Central Region Sales.
In this interview at the recent Beet Retreat Miami 2017, Kilmer explains how the same location data is being used to plan and buy television based on exposure to TV commercials and subsequent behavior.
Using patented technology, NinthDecimal “looks at the physical outlines of 103 million U.S. households and we look to see the signals from a mobile device” within a precision of four feet. In its recent study with marketing agency Ansira, NinthDecimal measured the effectiveness of organic web visits, paid search web visits and media as it relates to driving store traffic.
In addition to underscoring the strength of mobile, the study showed that paid search drove the highest website-to-store conversion rates (1.7X greater than direct site traffic) and direct site traffic drove the highest lift in incremental store sales. Based on the study, NinthDecimal expanded its offline attribution platform, Location Conversion Index, into a website-to-store attribution solution called Website LCI.
Via various data partnerships, NinthDecimal can examine linear and OTT TV commercial exposure data for households. “We then look at the consumers based on all of the places that they go and see if the exposure to a TV ad drove them in-store more,” Kilmer says.
Those same data are used to create audience targets and push them onto to TV planning and buying platforms. Even traditional print media like magazines can be assessed for the impact their ads have on driving consumer behavior, according to Kilmer.
Just because someone saw a particular ad then visited that marketer’s store doesn’t mean one caused the other. “That actually doesn’t measure ad effectiveness. That measures did you target someone going to my store,” says Kilmer.
So NinthDecimal uses more than a year’s worth of historical consumer data to surface incremental behavior, as in did someone “go more than someone who looks just like them who did not see that ad.”
This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.
]]>