“We see a vast ecosystem that uses data and metrics in different ways, not just for currency,” she said in this interview with Beet. TV. “We think there will be many different ways to transact over time.”
Consumer data applications for advertisers include media attribution, conversion events, business outcomes, viewability and fraud prevention. For publishers, consumer data can help to get a better understanding of their audiences.
“If you’re taking the impressions that you’re serving, not only understanding the reach and frequency they might be delivering, but then also getting all the way to business outcomes, you’re able to create that transparency all the way to the bottom line,” Grammier said.
LiveRamp prioritizes authenticated, opt-in data from consenting consumers.
“When we think about responsible media at LiveRamp, we definitely start at the consumer. We to make sure we have their consent” to gather personal and authenticated data, she said. “You ask for their permission, and in that moment, you also capture the information that allows you to potentially to deliver the targeting to them.”
Connected TV platforms not only can glean viewership data from device identifiers and internet protocols (IPs), but also when they collect payment information.
“Most of the inventory is actually authenticated because we are charging for it. We are creating authentication moments,” she said. “The infrastructure, though, really wasn’t built to use that authenticated data originally.”
Advertisers have shifted their media spending to CTV and over-the-top platforms whose viewership provides incremental reach to linear TV.
“We see a lot of reach-maximizing strategies going on, and the consumers’ eyeballs have moved to the CTV platforms,” she said. “There will be a time when we’re all using that authenticated data, that consented data.”
This video is a summary of interviews with executive who spoke in the TV transformation track presented by PubMatic, the sell-side platform (SSP) for programmatic advertising:
Many consumers have shown a greater preference for streaming services that don’t carry ads, a trend that will challenge ad-supported channels to improve the consumer experience. The future of ad-supported TV depends on it.
Instead of loading up on advertising that becomes a nuisance and pushes audiences to pay for ad-free programming, media outlets will have to focus on improving the consumer experience, said Adam Gerber, global chief investment officer at Essence, a unit of WPP’s GroupM.
Media outlets also recognize the importance of giving consumers greater flexibility in controlling the viewing experience. Improvements to the consumer experience can include a reduced ad load, innovations in ad units and other opportunities to engage viewers. Combining the efficiencies of programmatic buying with premium content at scale is a key goal.
“It’s about on-demand access and meeting consumers where they are, but it’s also about the user experience and keeping that at the center,” said Ashley Luongo, senior vice president of advanced TV and programmatic digital sales at NBCUniversal.
The upfront market traditionally has been one of the best ways for media buyers to reserve premium inventory. But the marketplace is changing amid a shift in viewing habits and the growth of quality content that’s available in the programmatic market.
Buyers awakening to idea of wanting security of reserving scarce, premium inventory, but want a biddable environment, said Nicole Scaglione, global vice president of OTT and CTV business at PubMatic.
Consumers are viewing content among a wider variety of connected devices, spurring discussion about a cross-screen currency for measurement. But data and metrics can be used for more than just a currency, said Christine Grammier, head of TV measurement at data connectivity platform LiveRamp.
Millions of people were stuck at home during the pandemic, spurring a significant shift in their media consumption habits. Advertisers have responded by de-emphasizing dayparts as people spend more time with streaming platforms.
“When everybody’s at home during the pandemic and wanting to watch primetime content at all hours, every hour of the day became a theoretical prime hour,” said Mike Fisher, vice president of advanced TV and audio at Essence. “It changed up the way we did our planning and our buying.”
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. For more videos on this topic, visit this page.
The entire Forum can be watched on-demand here, and all videos from this project can be found here.
]]>But how that data comes in to execution varies.
In this video interview with Beet.TV, one vendor helping brands bring it to life for advanced TV ad buying explains the different levels of sophistication with which buyers are bringing audience data to bear.
LiveRamp TV managing director was speaking with Forrester principal analyst Jim Nail.
“The brands have the data or are close to acquiring the data. Collaboration across silos inside of the brands is really one thing we’re trying to help move more quickly. We’ve got six people on our team at LiveRamp that are really trying to make sure that the digital teams inside the brands are sitting with the TV teams inside the brands.”
“The agencies, actually, are already moving more quickly in this way of trying to break down their silos. It’s an open door we’re pushing on – when we ask them to get in a room together, it’s usually not hard. So I really think we’re in that snow and that snowball is building. So we’re rolling downhill. It’s a really exciting time to just help nudge it along.”
Acxiom sold its own data warehouse business, the former LiveRamp, to InterPublic Group last year and kept the LiveRamp name for its remaining services.
The duo had already been helping companies meld audience data for digital ad buying strategies. Then it began looking at TV.
After Acxiom acquired LiveRamp back in 2014, the Acxiom TV team was combined with parts of LiveRamp, including combining Acixom’s programmer and MVPD relationships
“What we’re doing to bring all of these same opportunities in TV, not dissimilar to digital, to make sure that all of those TV IDs – whether it’s a Comcast ID or an Inscape ID or a DirecTV ID – bringing all of those IDs down to a common anonymous identifier,” says Grammier.
“(The aim is) to connect data sets together and help brands target their customers in a certain way on TV, help brands use third-party data in TV.”
This video was produced at the Beet Retreat leadership event hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event, please visit this page.
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