“If all we do as an industry is make television look like digital programmatic today and the mess of the supply chain that exists out there, then we will fail,” says Mediaocean CEO Bill Wise. “We need to keep the economics of TV today and leverage the targeting and the data available for digital but we need to do it efficiently.”

Wise sees convergence “as not necessarily a buying problem but a planning and measurement problem” that it has sought to help remedy with internal solutions and partnerships with 4C Insights, VideoAmp and TubeMogul, among others, he explains in this interview with Beet.TV.

Since Mediaocean’s sale in August 2015 to a private equity company, it has made six acquisitions, expanded globally and expanded its customer base, 90% of which had been agencies. It now deals directly with CMO’s on a planning workflow solution called Lumina and with TV broadcasters and publishers through Prisma for Sellers.

“Planning and buying need to come together and buying and selling need to come together,” says Wise.

He notes that 4C has done “an amazing job of creating platforms” to plan, buy, measure and optimize all in one system, through advanced data, artificial intelligence and machine learning.

“The tricky part is being able to respect what makes TV the most efficient media marketplace in the world today and it continues to be. While moving it into the digital future.” Wise thinks the next few years are going to be “very interesting to watch” in the measurement space.

“I think Nielsen has done a really, really good job of expanding their datasets to be more relevant in the digital age,” Wise says, adding that comScore “has actually created a nice, viable alternative.”

Others will follow as MVPD’s “are leaning into platforms like 4C and VideoAmp and potentially TubeMogul” to leverage set-top box viewing data “and what we’re seeing is the market is almost open to there being another player in that space.”

Then there is Oracle with its acquisitions of Datalogix and Moat. “We will evolve as the industry evolves,” Wise says.

This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.

“That is certainly one of the objectives for us as well as for a number of partners that we work with in the space, and it certainly seems like it’s going to require a number of stakeholders to get to where the industry wants us frankly to be,” says Daniel Harrison, Head of TV Solutions for Oracle Data Cloud.

With 97 of the top 100 US advertisers and slightly less of the top 100 globally, there’s very little in the way of data that Oracle hasn’t seen on the digital side. Now a core focus, according to Harrison, is to “deliver solutions to all flavors of TV, from national linear to addressable VOD, linear to connected and OTT.”

Oracle doesn’t lack for partnerships in the TV space, counting Hulu as an early collaborator and also The Trade Desk, DataXu and TubeMogul, all of which have been “investing quite a bit to solve for TV through their own initiatives so we are working to align closely with them,” Harrison says in this interview at the recent Beet Retreat Miami 2017.

The first time that Oracle Data Cloud enabled its purchase-based audiences for linear national TV was through a linkup with Simulmedia, something company founder Dave Morgan called “a defining moment in the transformation of TV to a data-driven, audience-targeted business.”

Asked about the quest for unified, cross-platform measurement, Harrison says clients are indeed looking for a more holistic approach to planning and activating both digital and TV. That would mean no longer having to ““drop that digital audience that you’ve customized and invested a lot of time and effort into at the gate and then pick up a totally different audience derived very differently to solve for it in, let’s say, TV and other media.”

A second priority for Oracle’s clients is measurement, i.e. what’s really driving lift, and to bring its digital methodology to the TV space. “That’s where again you come up against the uniqueness of each of these different media types and the need to address them first in and of themselves and then in a more overarching way across media.”

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.

Since the earliest days of measurement on Facebook, its researchers were “focused on understanding what media mix results were saying about us and how to help marketers understand performance across channels,” says Daniel Slotwiner, Director of Advertising Research.

Five years ago, which can seem like eternity in the digital research space, Facebook partnered with Datalogix to determine whether users of the platform were buying advertised products. Datalogix had purchasing data from some 70 million U.S. households largely drawn from loyalty cards and programs at more than 1,000 retailers.

Among the research findings was the insights that in 70% of cases, for every dollar a marketer spent on Facebook it earned an extra $3 in incremental sales. “That’s become a little bit of an industry model,” Slotwiner says in an interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by video marketing technology provider Eyeview. “It’s not new. What’s nice is that the questions are getting more sophisticated.”

For example, brands want to know how the relationship between video duration and outcomes; how video performs in the context of display, search and other Facebook formats; and cross-channel audience targeting and measurement, according to Slotwiner.

He sees a growing focus on cross-channel and placing the right message in front of the right prospect.

“I think there’s a natural assumption that video is going to be the best possible impression to put in front of someone if they will watch it,” he says. “I think what we need to figure out is kind of when they will and what the creative needs to be like to make that successful.”

Mobile is still a work in progress when it comes to video. “People see the potential, but they understand that we don’t know a lot about how to do this well yet on mobile,” says Slotwiner.

Some brands are asking about sequencing and priming as well. “If you know you’re going to reach someone on a digital platform and you’re also reasonably likely to reach them on TV, that information can be leveraged to get more value out of the TV investment,” he says.

Nonetheless, there’s a tendency in some quarters to rely on comfortable metrics as well, among them CPM or cost per view. “Nobody is really satisfied with that and understand that is probably not a good proxy,” Slotwiner says. “But until we as an industry make it possible to make these tradeoffs more easily people, will default to that.”

Interviewing Daniel Slotwiner for Beet.TV was Joanna O’Connell (MediaMath).

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.