You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
But now the set of capabilities and consequences produced by that data is changing shape.
What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out to uncover.
In these highlights, hear the takes of nine advertising executives on the issue.
Joao Machado, marketing SVP at Sabio, a company which powers connected TV ads using mobile data, says the combination is a win.
“The mobile device is the perfect mirror of a person’s affinities, their likes, where they are in their life stages,” Machado says. He wants to “couple it with the promise of what CTV digital television offers”.
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When it comes to new-wave TV, AJ Kinter, head of advanced video strategy at Publicis Media Exchange (PMX), says the opportunities are burgeoning.
Kinter draws a distinction between “programmatic CTV” and “direct CTV”. “Since the CPMs have started to become much closer to programmatic CTV, you now have a linear, addressable TV and programmatic CTV kind of range in the same type of CPM,” he says.
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Device data needs to inform media buys. That is why Aziz Rahim, Sabio CEO, says his company also started an app analytics division.
“Sabio is focusing on the media aspect of the industry, providing a deeper, unique targeting, reach and capabilities, and then along with creative capabilities,” he says. “The App Science side is to provide agnostic analytics and insights on CTV and OTT, along with mobile campaigns.”
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Ad buyers need to avoid exposing consumers to the same ad across multiple devices, says Dave Kersey, executive media director at GSD&M.
“Duplication is certainly a challenge in the industry,” Kersey says. “(We need to be) understanding the entire consumer journey across all video platforms.”
Mobile Data Help to Avoid Ad Duplication: GSD&M’s Dave Kersey
At MBuy, a unit of Mediaocean, media strategy and operations SVP Michael Parent is using data to welcome back travel brands that want to resume spending.
“We’re taking the data that we’re getting — everything from geography to programming to dayparts to the response that we’re getting,” Parent says.
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At Sabio’s App Science, EVP Helen Lum says ad duplication is starting to worry more ad buyers.
“I think a good way to solve for that is actually to track and reduce that duplication and monitor that reach and frequency across partners and publishers, so that advertisers can reinvest those wasted dollars in real-time for their buys,” Lum says.
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Mobile is evolving toward becoming an e-commerce driver for TV ads, says Jeff Liang, head of digital product at WPP’s MediaCom.
“We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones,” Liang predicts.
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It’s no longer an “either-or”. Kelly Metz, managing director of linear activation at Omnicom Media Group, says ad planners must understand how consumers use mobile and TV in tandem.
“The way we choose to manage that or support that from a planning perspective is by emphasizing holistic campaign planning and holistic campaign measurement,” she says.
Mobile, TV Data Provide Holistic Audience Insights: Omnicom Media Group’s Kelly Metz
The ability to target TV ads can revolutionise healthcare advertising, according to Starcom’s EVP Melissa Gordon-Ring.
“We can double-down on things like connected television or addressable television, and have a higher likelihood of reaching our patient in their household, versus hoping that this is the right target audience for us to be purchasing against,” she says.
Mobile Data Support Personalized Healthcare Marketing: Starcom’s Melissa Gordon-Ring
You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
“Duplication is certainly a challenge in the industry,” Dave Kersey, senior vice president and executive media director at ad agency GSD&M, said in this interview with Beet.TV. “The way we approach it is really looking at how we set up campaigns at the outset — so, really understanding the entire consumer journey across all video platforms, but even beyond video platforms so we can build the right technology in at the forefront.”
Automated content recognition (ACR), a technology to track what viewers watch on smart TVs, is providing more data to help marketers with frequency capping of ads among linear and digital video channels. Mobile data also provide insights into viewing behaviors.
“Mobile data is critical with the change in consumer behavior over the last 12 to 13 months,” Kersey said. “We know a lot of consumption has migrated to the mobile platform. We can use some of those signals and some of the information to inform how we show up in other places. It doesn’t necessarily need to be other video places. It could be other contextually aligned outlets.”
By making the consumer experience a central part of campaign planning, brands can implement technologies that support the customer journey from seeing an ad to performing an action, such as making a purchase.
“We need to work closely with our creative partners…because if we’re building out a consumer journey, we need to make sure that our messaging and the story we’re trying to convey shows up in the right places at the right time,” Kersey said. “Considering who that consumption behavior has changed, we have that opportunity to match the story with where people are in that journey.”
That process requires brands and their agencies to monitor consumer exposure to campaigns across multiple platforms.
“If you’re telling me a story about why I should care or engage in your brand, you continue that story with other proof points or rationalization, I’m more likely to stay connected to the brand,” Kersey said. “That’s how we’re starting to evolve our thinking, and how we’re talking to our clients to evolve their thinking in terms of telling that brand story.”
You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
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