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.
]]>“A lot of viewers flocked to OTT very early on from the fact that it gave them a lot of choice,” the President of Enterprise Partnerships adds in this interview with Beet.TV. “I think beyond that it was probably a slower place for advertisers to start to market their products and services. And now that reach has hit critical mass, we see a lot of advertising in the space.”
With so many platforms to consider agnostically across linear TV and OTT, scale and reach are top priorities. “And by and large, we’re seeing a tremendous amount of growth in that area. The plumbing and the framework behind it related to technology and data, a lot of that is being built in and it’s being built from a digital lens.”
As a means of preserving a value exchange with viewers, frequency capping is needed to prevent ad overload, according to Candela. “Moving towards an automated approach in buying OTT and connecting with consumers in that environment is going to be the way in which you solve for frequency. It’s an area that we believe has a tremendous impact on the consumer.”
As TV providers and advertisers gear up for the annual NewFronts and Upfront rituals, “I think from an innovation perspective we’re going to see a variety of advancements.” Examples on the OTT side include server-sider ad insertion driving improved viewing experiences by curtailing latency, along with emerging ad formats like pop-up ads when OTT viewing is paused.
“We’re seeing the ability to really integrate interactive, shoppable ad experiences into that environment,” says Candela.
Omnicom’s centralized people-based solution for all of its agencies is called Omni, fueled by data from Experian, LiveRamp, Neustar and others.
“There’s quite a bit out there for us to look at and I think we would be maybe a bit foolish to think we could do it with pen and paper.”
This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page. This series is presented by Premion.
]]>In this interview with Beet.TV, MODI Media’s Garrett Winkler talks about the growing practice of “layering on” viewing data and how cross-platform measurement needs to advance.
Like other business units, GroupM’s MODI Media is helping advertisers gain incremental reach and frequency against priority audiences by working with data companies like LiveRamp and Experian. Connected-TV viewing insights are being augmented with smart-TV ACR data “to get at those who are either underexposed or unexposed from a potentially linear television schedule,” says Winkler, who is Director, Connected Television Lead.
Where the industry is hoping to go is in unifying cross-platform measurement solutions.
“So we’re not just measuring linear TV and connected TV, or connected TV and a digital video buy. I think those things really need to come together and we need to do a better job of showing that to brands and expressing that.”
One of the more formidable hurdles is the fragmented marketplace, according to Winkler.
“We’ve seen a number of publishers wanting to sell directly, and then also at the same time sell programmatically and then also make their inventory available to aggregators or networks or even device partners,” Winkler explains.
“Where we want to work is using connected TV as a way to find that incrementality and drive incremental reach, or additional frequency where we know a brand’s customers are more likely to convert.”
He sees a future in which there will be more layering on of “personalization or dynamic creative.” This would give brands and agencies the ability “to go to the same publishers or content producers that they know and love as consumers and they’ll be buying broadly, but they’ll be able to deliver personalized messages to different groups of their customers.”
This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page. This series is presented by Premion.
]]>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.
]]>“We detect at the glass” attributes of content playing on-screen, says Inscape’s SVP of Marketing & Business Development Jodie McAfee.
Those attributes are considered a “video fingerprint” for detecting everything from movies to TV shows to games.
Inscape’s technology actually detects pieces of a screen and then reassembles them on an external server to identify a particular piece of content. The company licenses data, along with IP addresses.
There’s a reason Inscape detects at the glass. “A fairly solid percentage of the behavior on our footprint is non set-top box behavior,” McAfee says. “We see all of that behavior.”
Inscape’s reach is just over 7 million TV sets across the U.S. in what amounts to “fairly close to census-level” reporting. It ingests feeds from roughly 150 national broadcast and cable networks and about 150 local feeds from DMA’s; it’s aiming for all 210 DMA’s by mid-2018.
“We maintain a standing map report against Experian demographics that we run on a pretty regular basis so that we can give people a sense of what the footprint of Vizio owners looks like,” he adds.
Data are licensed on a use-case basis and reported every hour, although there is a three-hour gap between when something aired and when the resulting data are available. Applications range from analytics to retargeting and measurement for the buy-side and sell-side of the media business.
While there’s “no such thing as the perfect data set” because ACR technology can’t tell exactly who’s watching something within a household, “it’s household-level data at scale,” says McAfee.
This video is part of a series of Beet.TV’s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV’s coverage is presented by 4C Insights. Please find additional videos on this page.
]]>Jakob Nielsen, Managing Director at GroupM Digital in the U.K., has been named Chief Executive Officer of Finecast. The company is headquartered in London with Rich Astley as Chief Product Officer supported by Kelly Clark, Global CEO of GroupM, and Irwin Gotlieb, Chairman of GroupM.
“The time is right for traditional TV and over-the-top providers to scale their new classes of addressable inventory to the benefit of our advertisers and to meet demand for targeted TV advertising,” Nielsen said in a news release. “With the rapid growth of digital advertising, TV budgets may be at risk from new competitors, particularly as digital video improves in quality and ease of access.”
Nielsen will be one of the featured speakers at the 2017 Beet Retreat in Miami, where the theme will be The Future Of Advanced TV.
Finecast offers advertisers access to 180 different targeting segments, from socio-economic to life stage, purchase and financial data. It is integrated with GroupM’s [m]Platform along with such major industry data platforms as Acxiom, Experian, MasterCard and Kantar to power audience discovery and targeting.
Beet.TV interviewed Nielsen last year at the Future of TV Advertising Forum in London where he discussed the potential of addressable TV ads in the coming years. We are republishing the interview in light of today’s news about the rollout of Finecast.
About 42% of US homes are now able to receive so-called “addressable advertising” – TV ads custom-targeted at individual homes thanks to one of a variety of return-path TV systems. But how much of the multi-billion-dollar TV advertising industry could be funneled through that channel in the years ahead.
It’s early days, but ad agency GroupM’s UK MD Jakob Nielsen says his group is taking a guess.
“You are changing how you are thinking from the past – therefore, it will take some time,” he cautions, in this video interview with Beet.TV.
“But, if you look across all our clients, we think 30% to 50% of all TV could eventually – not tomorrow – be addressable TV. You will have some clients having 60% of their total mix, in five or 10 years, being addressable, other clients being 20%.”
Nielsen says Europe is farther behind on roll-out, but dominant UK pay-TV provider Sky is already an early leader with its so-called AdSmart technology, pushing multiple alternative ads to consumers’ set-top boxes for subsequent decisioning and play-out during standard ad moments.
The beauty of the idea is two-fold. First, it is opening TV advertising to smaller new advertisers. Second, it means those advertisers can target people close to the point of purchase, not just spend money on raising initial awareness.
“You have the top of the funnel, but all of a sudden TV can start going in to the mid and lower parts of the funnel, that they weren’t part of in the past,” Nielsen adds. “AdSmart, in the beginning, 70 to 80% of their advertisers came from non-traditional TV advertisers.
“They were able to reach a BMW dealership who wanted to sell a BMW in Edinburgh. That puts a completely new perspective on what you can do with TV.”
]]>So it was when Charter scooped up Time Warner Cable (now Spectrum) just over a year ago. Since then, renegotiation of comScore’s agreement with Charter brought comScore from 22 million measured households to more than 35 million, according to Jeff Boehme, SVP, Television Research at comScore.
The bottom line: comScore ended up with about 75 million reportable television sets in use, giving the company greater insight into tuning behavior, Boehme explains in this interview with Beet.TV.
“The importance is not just the tuning data. It’s the ability to match that tuning data with relevant audience consumer datasets so that not only can we track tuning we can track tuning we can track advertising and we can track consumption,” Boehme says.
Between its own data warehousing and relationships with companies like Experian, comScore can identify programs with high propensity of certain advertiser audience segments and match it to advertising campaigns in those programs.
“Now we can provide much more detail on the accountability of advertising, both in television as well as digital,” Boehme says.
comScore also has been on the ground floor of addressable TV advertising, given its own roots as well as those of Rentrak, with which it merged in early 2016. Early addressable players like DIRECTV and DISH relied on comScore and Rentrak to provide measurement capabilities.
One casualty of advanced audience measurement and correlation with consumer purchasers is waste, which has been a given throughout the history of TV advertising.
“Television now becomes more accountable because now what they can do is plan more effectively and deliver their segments with higher efficiencies,” Boehme says. “So no longer do we have waste factors that are standard among media buys.”
For programmers, the gains are mainly in the ability to better manage their portfolios “so the programmer understands what audiences now identified as consumers they need to attract and how.”
We interviewed Boehme at the Cynopsis Measurement and Data Summit in New York earlier this month.
]]>David Shim, Founder & CEO of Placed, which specializes in ad-to-store attribution, shared the results of an analysis Placed did for a large client in an undisclosed business category. The client wanted to know the difference in incremental lift between 15- and 30-second spots.
With one impression, both versions provided lift. But beyond five impressions, the 15-second spots continued to show lift for each incremental impression that was added while the 30-second spot flat-lined, according to Shim.
“That actually gave them ammunition to go out and say what are the spots we’re going to go after,” Shim said. The client decided not to stop doing 30-second spots “because it does help us tell a better story,” Shim explained. “But the 15-second spots have a high amount of value that we do want more reach, we do want more frequency on that one, so they’re actually adjusting their spending.”
Asked by moderator Joanna O’Connell, Chief Marketing Officer at MediaMath, to define “lift,” Shim cited incremental store visits. “Being able to say not that I served you an ad, because if you see a Walmart ad, about 40% of the U.S. population is going to go to Walmart in a 30-day window,” Shim said. “You shouldn’t get credit for a 30-day conversion window to get all those people because you’re going to get 40% conversion rates.”
Such analyses become more difficult to accomplish with omni-channel advertising, particularly where addressable and linear television are involved. “Those aren’t things that you can hold out a cookie pool for,” Shim said. “It requires a little bit more effort to identify those exposed and unexposed groups and measure that lift.”
Nonetheless, advertisers “know they need to do it. They just need help to get that way,” he added.
Because some of Placed’s partners their inventory sources, it knows that with five different providers there can be a dropoff of lift of 70% from the best to the worst. “Just by optimizing on your inventory source alone you can immediately see gains,” Shim said.
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.
]]>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.
]]>In June, Gulf States Toyota, which comprises 150 dealerships, targeted 652,200 AT&T/DirecTV viewers believed to be in-market for a new Camry in Arkansas, Louisiana, Mississippi, Oklahoma and Texas.
But the dealer conglomerate didn’t stop there. Using data from Experian Marketing Services and geo-location capabilities from mobile data vendor NinthDecimal, Toyota was able to identify how many people exposed to the TV ads actually made a trip to their local dealer – or, in fact, to any dealer.
“We were able to prove that people exposed to that TV ad actually were … 19% increase over control (group)… they actually went to the Toyota lots,” Experian Marketing Service product marketing director Brie Pinnow tells Beet.TV in this video interview.
“They not only used Experian data for a brand addressable campaign across the AT&T/DirecTV footprint,”
“But, together with NinthDecimal and their mobile footprint, we were able to use geo data to actually tell a story that says, ‘While we wait for this sales data to come in and understand if people actually went to purchase a Toyota, can we at least understand what car dealership lots they went to, did they go to a Toyota lot, did they go to a GMC lot?’
AdAge reports NinthDecimal gathers data on 150 million mobile devices each month through relationships with publishers of around 75,000 apps, and quotes Gulf States Toyota as saying the campaign was “definitely the first time that we had held any kind of media accountable to physically going into a dealership”.
As media agency IPG’s Media Lab writes: “This is the latest example of how brands can leverage the latest ad tech development in offline attribution to better measure their campaign performances. … More and more ad platforms such as the ones from Google, Facebook, and Snapchat have all made efforts to team up with location data providers and improve their capability in tracking offline attributions.”
This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the 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’s what advertisers are looking for,” Bologna says in an interview with Beet.tv. “They night not necessarily need the data all the way down to addressability, but they could very much use the data to pick and choose their networks and programs and dayparts.”
Noting that for the longest time in TV, data has been based on broad demographic segments, “What we’re starting to see now is advertisers looking to plan their advertising based on much more granular segments, as has been identified through the digital marketplace,” Bologna explains. “But they want to do that more now in television.”
Modi typically works with some 75 different data sets, according to Bologna, and within each category one or two sets are more effective than others. “But at the end of the day, if you just take Experian and Acxiom, most of the other data sets are piped into them,” says Bologna.
While “television is still television” with the traditional GRP delivery, econometric models are improving. “We’re learning a lot from addressability, because addressability is true attribution,” says Bologna. “We’re taking the learnings that we’re getting from attribution and sales in addressability and we are starting to work on ways to project that up toward the larger business.”
A lot of the campaigns MODI is doing for clients involves targeting a specific consumer segments but not just on television. “Yes, household addressability is a piece of it. But it’s also addressing computers, mobile phones, smart TV’s, it’s addressing tablets. And it’s all being aggregated and measured together,” says Bologna.
This is happening in every product and service category, “whether it be data- infused or addressable or somewhere in between,” he adds. “We’re doing our best to tie it back to attribution, and that’s what the advertiser wants.”
We spoke with Bologna at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
]]>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.
]]>Jamie Power began to learn this about three years ago when she joined the launch of GroupM’s Modi Media advanced TV unit, now employing some 30 people. Nonetheless, it’s a challenge she’s heartily embraced.
“To be honest, it’s been the best three years of my career, it’s been so much fun,” Power says in an interview with Beet.TV. “TV is in such a transformational state, so that’s why I feel just lucky to be a part of that.”
She started with tune-in advertisers because set-top box data from MVPD’s was readily available, and then scaled the process out to categories like automotive and financial. “Even if the data set isn’t currently hooked directly with an MVPD, we can work directly with Acxiom or Experian and they can do rev share,” Power says. “So basically the answer is never no. The answer might be, ‘give me three days to let me figure out how to connect all the pieces.’”
While it’s easier to justify the cost of addressable for more expensive products or services—say, a $7 allergy medicine versus a $40,000 car—there are no limits given a proper analysis of the effective cost per thousand impressions, according to Power.
She views Modi as unique in that the background of most of its people is either in TV, strategy or research, whereas other holding companies have their digital leads heading up addressable advertising. “Our understanding is it’s TV first,” she says. “We understand it’s TV and respect that it’s TV. Now data and tech are just bringing new opportunities.”
Asked by interviewer Tim Hanlon, Founder and CEO of The Vertere Group, what would make her daily work easier, Power points to automation and standardization. “There’s definitely a need for pieces of the process to be automated. There’s definitely a need for standards. You can’t scale anything without standards,” Power says.
Nonetheless, “The future holds amazing things for addressability. We just have to connect the pieces and stay positive,” Power adds.
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.
]]>“I actually get to target the right person at the right time, no matter what content they’re consuming or when they’re consuming it,” she adds in an interview with Beet.TV.
Experian has been working with content distributors like DISH TV “to have this perfect marriage of data and subscriber information,” Pinnow says.
Experian applies its vast trove of consumer data to DISH’s subscribers “so that advertisers can finally go beyond age and gender and actually target people based on thousands of other attributes,” she explains.
Beyond targeting people at the household level, addressable TV “opens the door to closed-loop campaign reporting,” according to Pinnow. “Did that commercial, did that frequency, actually get people to come into a dealership or a store location and spend a certain amount of money? That’s the power of closed-loop reporting,” she says.
An added benefit of addressable is that it generates learnings that can be applied to linear TV buys. “DISH and Experian are able to do that for advertisers across verticals, show them the true return on ad spend for their TV buys, which is so different than what it was in the past,” Pinnow says.
At its core, addressable relegates to the past targeting by something as simple as age and sex. “I think everybody can think about themselves and they know that they are so much more than just those two things,” says Pinnow. “And so that’s the beauty of addressable TV. You get to take potentially thousands of other data attributes, life moments, and use that to trigger the perfect message at the perfect time.”
This video is part of a series presented by DISH Media Sales. For more videos from the series, please visit this page.
To learn more about addressable advertising and its benefits, download the Addressable Viewpoint Report:
]]>“To develop the technology and platform to really become the hub of addressable TV for advertisers,” Pinnow tells Beet.TV in this video interview.
She says Experian will, in a couple of months, launch an addressable TV ad platform for advertisers and video publishers alike. But integration with other technologies will be key.
“Everyone’s trying to be the one-stop shop,” Pinnow says. “We have to make sure that the data and linkage that we enable is accessible to other tech platforms as well. So we’re building our own, but we’re also ready and willing to share that data and linkage with other platforms.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>Demand for addressable products have tripled recently, she says.
She says the roadmap for Experian is a data “super highway” linking Experian and other data with media partners. More on her POV on addressable advertising in this company white paper.
Programming Note: Pinnow will be part of the Beet.TV executive retreat in Fort Lauderdale next week.
]]>