The CEO of linear TV and video yield optimization provider Furious Corp. probed the panelists for their thoughts on how bring together all the players that are required to advance the TV and video ecosystem in a way that benefits brands and consumers.
What follows are some of the more salient dialogue and exchanges from Brian Katz, VP of Advanced TV Insights & Strategy at Eyeview; Mark Gall, Chief Revenue Officer at Alphonso; Tore Tellefsen, VP of TV Solutions at dataxu; and Neil Smith, SVP, Markets at FreeWheel.
On the need for speed of data delivery:
Alphonso has an always-on, real-time index of every program and ad airing across over 200 broadcast and cable networks and major OTT services, so buyers can see the number of units plus reach and frequency for their clients and competitors. “You don’t have to wait six months any more or six weeks anymore. You can get that in real time. And that’s something that TV buyers have never had before. In real time. Speed is key,” said Gall.
On the need for speed in personalized creative:
“We’ve made the process very simple for our clients,” said Katz. “We don’t show every single creative to the creative team. We storyboard the process with their ads, we show where we’re going to come into play with various creative and then we activate it.”
Asked by Swartz whether all clients are so trusting, Katz explained, “It’s not all marketers, all brands. And that is the challenge for us to educate and to develop that trust with clients and marketers.”
How does one get people who are very comfortable with traditional TV media to embrace more data-driven decisioning? “The short answer is patience and repetition,” said Tellefsen. “What we try to focus on or try to push and emphasize is get as many people to the table as possible and not focus on sort of specific point solutions or specific capabilities but spending a lot of time talking about the art of the possible. Here’s how other people are employing it.”
Said Smith: “We want to bridge that gap between marketers and consumers. We consciously work across the value chain. We do tons of education and advocacy to brands, agencies, agency trading desks, buy-side technology companies, data companies.”
Asked how much of an influence fear has on peoples’ ability to change, Katz responded, “I haven’t seen any fear out there. I think it’s just a lack of education and the unknown that people fear and maybe the way certain businesses are set up sort of the fear of losing certain budgets or influence over decision making.”
Will vertical tech stacks become horizontal ones in the desire for a more unified TV and video ecosystem?
“Right now in the TV to mobile targeting business or the attribution business it’s still probably in the innovation or early adoption phase of our industry and we have to really work together,” said Gall.
So is it the gradual consolidation of the largest media companies that will bring the tipping point to the industry or the power of advertisers to demand faster change? “What is going to have a greater influence on us thriving and not just surviving for scraps as an industry through the current storm that we’re in,” asked Swartz.
Katz: “I think it’s a combination of consolidation and collaboration.”
Tellefsen, speaking about the impact of companies like Amazon and Netflix, called those digital upstarts “tremendous competitors and tremendous forces in the industry. And it’s forcing everyone in this room to rethink how they do business, who they do business with and how they’re going to remain relevant to brands and advertisers for the future.”
Smith: “I think it’s the ability to put all the pieces together to deliver that that’s been the challenge that we’re working through. I think that gets a lot easier when you have consolidation and you have a critical mass to bring those solutions to market in ways that they can connect together and actually work.”
And on the need for greater collaboration: “I think the marketers are demanding it,” said Gall. “Within three years if you don’t deliver it, you’re dead. So I really think they’re pushing the piece.”
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.
]]>The Chief Revenue Officer of Eyeview says the desire for more predictability involves helping marketers figure out how various inputs—among them audience, calibration, media and creative—actually drive business outcomes.
“I think you’re going to hear a lot that brand advertisers want greater accountability, to manage that entire thing and how to be more predictable. To get performance and manage all of the variables,” Baadsgaard says in this interview at the recent Beet Retreat Miami 2018.
Knowing the role that video plays in reaching consumers emotionally and rationally, Eyeview has “done some subtle changes to personalize and make that creative resonate,” including overlays, in-cards and maps, with “huge” results. That lead to this question: If small changes have huge results, what about big changes?
“We believe it’s changing the edit, in a brand friendly manner. Taking B-roll and other footage and editing it specifically to resonate with consumers,” Baadsgaard says.
One example would be touting the tech chops of an automobile in videos viewed by tech enthusiasts and promoting that same car’s eco-friendliness to viewers known to be eco-oriented. Eyeview calls it advanced storytelling.
“You can have a great brand message, you can have pieces that speak to the features that are going to resonate with the consumer and you can have your overlays and in-cards,” says Baadsgaard.
The fastest-growing part of Eyeview’s business is addressable television, and one of its more popular offerings is an integrated digital video and addressable TV campaign. Among other attributes, this solution provides scale that addressable TV alone typically lacks.
The company derives learnings about creative iterations from the digital video campaign side and then applies that creative “weekly to the addressable TV campaigns that we’re running.”
Baadsgaard believes that some measures have been successful in curtailing digital ad fraud but it’s still “a huge problem. It’s essentially theft and it’s a real issue for our clients. We spend a lot of time eliminating fraud. We have a zero tolerance belief structure around that.”
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.
]]>“The CMO’s on the marketing side are being held more accountable than ever for the bottom line and care about driving those outcomes,” he adds in this interview at the recent Beet Retreat Miami 2017.
Katz’s background includes linear TV—stints at NBCUniversal in research initiatives for ad sales and then Oxygen Media—before moving on to TiVo to help networks advance their data solutions.
“Now that TV technology has allowed us to reach viewers on a more one to one basis with addressable television and connected television, Eyeview is primed for that space,” he says by way of explaining his joining the company not quite a year ago.
Eyeview has centered its efforts on four categories: automotive, consumer packaged-goods, retail and travel. Having achieved real-time results with business outcomes on the digital side, it’s now being asked to “apply that to a less real-time platform like TV.”
A lack of internal synergy at agencies is one factor that has hampered progress, but Katz sees that changing. While some agencies have created cross-platform groups, “there are many that haven’t yet and I think we’re going to see a lot of that shift in the coming years.”
Another trend is media, creative and the investment teams “coming under one roof because people are understanding that data and creative need to be together to help better advertising and better results.”
As more publishers gain access to addressable TV inventory, “we’ll see a lot more of that creative personalization.”
One of the positives about TV versus digital, according to Katz, is “there’s no fraud there. It’s all premium content.”
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.
]]>West Elm has shied away from spending money on TV commercials because “there’s no real specific ROI that you can pull out from it without doing a lot of very sort of fuzzy math,” says Luke Chatelain, Vice President of Innovation at West Elm. Chatelain was among the many industry executives who attended the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.
During one panel discussion, he explained the beauty of small budgets, small steps and ramping up successes. “Digital allows us to do a really small spend to set a benchmark and understand what the benefits and the potential are for an application, or piece of content, a technology, a delivery mechanism, and scale that up as we start to see success,” said Chatelain.
“We tend to have this desire and ability to validate those things before we actually go out there and spend large dollars on them,” he added.
Asked about the challenges of personalizing video to engage with specific audience segments by moderator Rebecca Lieb, who is an Advisory Board Member at Netswitch Technology Management Inc., Chatelain again stressed small steps. “If you look at it from an entire business perspective, it’s a rather massive potential,” he said. “Understanding small steps toward bringing your business forward is really important in how you can handle personalization.”
Chatelain is no stranger to industry jargon. “If I had a nickel for every time someone said machine learning, without actually understanding what machine learning was, I would have a yacht at this point,” he told the audience.
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.
]]>That is according to a trio of ad-tech execs whose companies help bring some visibility to the problem, but who say the challenge is greater than that.
Almost three years after the Media Ratings Council set guidelines for what constitutes a viewable ad impression (50% of the video player in view for at least two seconds), Beet.TV convened a panel to discuss viewability at the Beet Retreat.
The discussion, viewable in our recorded session, showed a general appreciation for viewability – and a recognition that it should be used as just part of an overarching strategy.
Moat sales director Peter Kuhn:
“Viewability should be a baseline standard but it shouldn’t drive investment.
“We fundamentally need standards. If we’re all going to grade, as Mark Pritchard of P&G said, a yard the same way, it’s impossible to start asking questions around where investment should go, what effectiveness is, if we’re not all measuring things the same way.
“(But) the consumptive patterns of consumers is outpacing the ability for a marketers to … come up with the right standards for success.”
Ooyala advertising platforms GM Scott Braley:
“The idea of needing standards is categorically right. (But) the intimacy between buyers and sellers has, for a while now, been lost and needs to be regained.
“When you rely on those (companies) that are all too willing, ready and happy to be intermediaries – to rely on the platforms without understanding who you’re buying, what the inventory is or what you’re selling to – that’s when you start to over-rely on the idea of metrics as a universal truth for good and bad. That’s a subjective thing.
“They’re so myopically focused on the idea of this metric, and not what you’re buying.”
Eyeview Digital TV SVP and GM Boaz Cohen
“We need standards – but for us, our standard is sales. Instead of focusing on media metrics – viewability, completions and other stuff – we focus on sales. Give us $100k for video budgets, we’ll deliver you $300k in sales.
“We do need viewability … but that’s our problem, the supply problem, the ad-tech problem – not the marketer problem. Their standard should be sales; focused on offline and online sales.”
Cohen countered the suggestion that video outcomes are only for driving immediate actions, saying that marketer outcomes linked to video – including car dealership visitation and loyalty card-linked retail purchases – can be measured up to 30 days after an ad is watched.
The panel was moderated by MediaMath CMO Joanna O’Connell.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>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.
]]>As explained by Sequent’s Jim Spaeth at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview, there’s still a strong perception among marketers that digital video is for branding. “It was a way to reach the people they weren’t reaching with linear TV,” Spaeth told the audience in a one-on-one interview conducted by Matt Prohaska of Prohaska Consulting.
This is despite the fact that some of the research participants “had experiences and points of view that conflicted with that branding bucket.”
Specifically, the research found that 55% of respondents said digital video is for branding and 40% said it was to drive sales. “I wish this had been a longitudinal study,” said Spaeth. “You can sort of feel that emerging group of people saying digital video is actually good for sales.”
Some respondents fall into the category of “the Jedi knights of marketing” in that they view video as useful for both branding and sales.
While companies in the travel space “were the leaders” in seeing digital video as generating and converting opportunities, other categories view things differently. To some automotive marketers, it’s “good at generating traffic, as opposed to ‘I sold more cars,’” said Spaeth.
Some CPG marketers consider digital video to be shopper marketing. “I’m going to get people in the store. It’s not going to actually put the Velveeta in the cart.”
One-on-one interviews yielded proof that marketers understand the benefits of personalization but see a complicated path to execution, according to Spaeth. “They’re terrified of the process and the cost. The minute you can simplify that and make it work for them and make it affordable, it makes a huge difference.”
According to the research, personalization of digital video ads can increase ROI by 200% to 300%, according to a handful of cases alluded to by Spaeth.
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.
]]>These were key takeaways from observations shared by Nielsen Catalina Solutions Chief Revenue Officer Andrew Feigenson at the Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. With a background at Nielsen and having most recently joined the joint venture that is NCS, Feigenson offered some perspective on today’s media landscape.
Television, he noted, has long been a mainstay for marketers and “great, very predictable, very effective.” However, audience migration to various platforms has upset this scenario. “The problem is we have this crisis of confidence right now,” Feigenson said.
While the reasons include viewabilty, fraud issues and the shortcomings of the digital supply chain, “Part of it also is that I think to some extent we’ve forgotten some of the basics.”
Comparing the effectiveness of TV versus digital shows that TV is typically about 50 to 80 percent more effective on average, according to Feigenson. This prompted moderator Joanna O’Connell of MediaMath to observe “That’s probably super controversial to the people in this room. So say more!”
Feigenson cited research from last year involving NCS and CBS spanning nine years of mapping media exposures to actual sales. “Not surprisingly, creative was number one. Number two was reach, but specifically involving the purchase occasion. “If someone’s going to the market today, you don’t want to get them tomorrow right? You want to get them before they go,” Feigenson said.
The third factor was context. “When we come back to why things do or don’t work, that’s the one I think we’re going to be doing a lot of deep dives into is context,” he said. “Because in digital there’s so many varieties of that pie, how you can target, the kind of formats and devices that I don’t think we fully understand right now.”
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.
]]>Davis was among some three dozen advertising and media experts who gathered for the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In this one-on-one interview, he shares his thoughts on measurement versus reporting, the mindset change that marketers need to make with regard to ROI and the dominance of YouTube as a social video platform.
What excites Davis about 2017 is that he sees more people focusing on measuring the impact of the creative they create and “focusing on revenue, not just awareness or eyeballs. Now is the time to really make sure that it’s actually driving revenue and not just measuring lots of stuff.”
He believes there needs to be a major shift in marketers’ minds from “just measuring everything to reporting on one thing” and that there’s a big difference between measuring and reporting. “You still have to measure the stuff but you have to report on the real impact on revenue,” Davis says.
Asked to choose the most promising social video platform amid an explosion of video content, Davis says YouTube is moving “closer and closer to feeling more like a broadcast network as well as a social video platform. If I had to pick one and put my bets down, I’d say YouTube is at the top of that list.”
With a background that includes a stint in traditional “archaic” broadcast TV as a producer for an independent station in Boston 20 years ago, Davis calls advanced TV “a major step forward. Advanced TV, along with addressable TV advertising, is going to accelerate “a lot faster than we all expect.”
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.
]]>Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting and integrating it with customer data and insights from other channels. Now, about one-third of all video served on the Internet is done so by Innovid.
It’s not been the easiest of paths, according to CTO and Co-Founder Tal Chalozin. “Clearly, it’s been an uphill battle fighting existing ways of doing businesses, existing processes and existing players,” Chalozin says in this interview conducted during the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.”
Chalozin puts early innovators in two buckets. First are those that can prove success in the easiest way, including online sellers and data-centric players like Netflix. “It’s way easier for them to dabble into better creative, personalized storytelling, one-to-one messaging. That’s the easiest ones,” he explains in response to a question from Matt Prohaska of Prohaska Consulting.
In the other bucket are innovators who seek to “cater to the vast side of the market,” for example packaged-goods companies that haven’t traditionally tried to figure out specific creative to promote a household product based on gender, geography, different times of day and so on. Helping these marketers through a maze of sources and suppliers “is a hard business to be in,” Chalozin says.
Having planted its flag early in the video space, Innovid believes it has succeeded in moving the industry forward by focusing on technology and solving complicated problems. “Someone needs to be the operating system that makes this all work,” he adds.
Chalozin has two messages for marketers: the investment in personalized targeting “is not that hard” and not all outcomes need to be measured by sales lift because “in many cases it’s close to impossible.”
Besides, “There are many other ways today to find your metrics of success”
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.
]]>The smarter approach now is tapping moments in peoples’ lives and using the behavioral data that can make their way into a creative brief, Estrada explained to the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.
“It can be kind of functional within a category, or you bought a thing therefore here’s the next thing you can buy, using the data we know about people to appeal to them in more emotional terms,” said Estrada. Such thinking requires a shift on the client side to not just think channel first but to think about video and consumer first. Or, “What do we need to make for them,” he explained.
Asked by moderator Matt Prohaska of Prohaska Consulting how difficult it is to convince clients to make the needed investment in various creative iterations, Estrada said you have to start wide and then you can get narrow.
“You can cut it way too thin and overproduce a whole bunch of content that’s going to be really expensive, or you can start there and do a lot of testing and testing,” said Estrada. “You have to be agile in market, create all the different assets, look at it quickly, respond and throttle up when it’s appropriate.”
Nonetheless, weather targeting for a business like Lowe’s is still a key tactic. “Bad weather, good weather has a massive impact on their business,” Estrada 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.
]]>Accompanying Chatelain in the discussion was Oren Harnevo, the CEO of video marketing technology provider Eyeview, which sponsored the event and has been working with West Elm as it builds out its myriad video offerings.
Noting that West Elm is a successful brand that does no TV advertising, “which is pretty groundbreaking for a brand to be growing so well,” Harnevo talked about the opportunities in personalizing video based on data insights. “They have a lot of different types of consumers and they have a lot of data behind it,” said Harnevo. “They believe in video and they want to tell people about their craftsman work and how they create what they’re selling.”
To Chatelain, it’s not only about selling product but projecting the ethos of the West Elm brand and “help evoke those emotions that really help to drive people to the store and actually help them complete the purchase.”
Asked about video retargeting by moderator Rebecca Lieb, who is an Advisory Board Member at Netswitch Technology Management Inc., Harnevo drew a distinction between traditional display ad retargeting. “In this example, it’s a lot more about just finding consumers that are known consumers to the brand. Most of the ad was still about elevating the West Elm brand,” Harnevo observed. “It’s very different to what we know in display, while still maintaining a super high ROI, which we’re very happy about.”
When the subject turned to the complexities of personalizing video creative for different audiences, Harnevo said it can be really hard given the current ecosystem and value chain. This is because there often is a creative agency “that thinks of a TV brief and then a media agency that executes on specific media metrics” and perhaps a third entity tasked with measurement—all three of which might be located in different countries. “It’s difficult to get to an iterative process,” said Harnevo.
Eyeview’s solution was to take much of the value chain in house, with its own creative shop that works with marketers’ creative agencies. “Data goes from creative to media, and media communicates with creative” because they’re sitting close by each other. “I think the value chain really needs to change to support personalization and I think it’s a great opportunity for us.”
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.
]]>“I really don’t see any other answer given this confluence of trends,” Rogers told the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In a one-on-one interview conducted by Joanna O’Connell, Chief Marketing Officer at MediaMath, Rogers referred more than once to a “true crisis in traditional linear TV viewing.”
While the viewing decline has been happening for about 25 years, Rogers thinks it’s coming to an inflection point. A major contributing factor is the continued rise and popularity of non-ad-supported programming. Hours of YouTube viewing “is just about to hit a level that exceeds all global traditional linear TV viewing,” said Rogers, who is Executive Chairman of WinView Games and Chairman & CEO of TRget Media.
However, the plethora of data and technology providers that cater to one segment or other of the audience targeting and measurement business doesn’t make things easier for advertisers and agencies, according to Rogers. Which leads some advertisers to throw up their hands in frustration and cede that ground to their agencies.
“To be frank about it, the agencies are for the most part not the people with the greatest incentives in the world to kind of drive a more cohesive integrated simple approach to this,” Rogers said. “They kind of thrive on that complexity because it makes it more necessary for advertisers and brands to rely on them.”
On the TV sales side, as better targeting and addressability drive more efficiency and ROI, waste is removed but most likely less money will change hands. “And with less spending, those particular players in the equation have a harder time seeing how they win,” he added.
Rogers likened consumers chasing skinny bundles and other alternatives to watch their favorite programs to the dynamic between a wealthy husband and a younger wife. Asked if she would still love him if he lost all his money, her response was: “Of course honey I would still love you, but I would miss you very dearly.”
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.
]]>In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, Shim offers his views on video and advanced TV as the industry moves beyond branding-only metrics.
“I’m excited about video becoming a DR channel,” says Shim, who founded Placed in 2011. “Being able to not just measure views, clicks and engagement but actually drive that into offline visitation.”
There are similarities in the shift from display to search, according to Shim. “I think you can see the same thing with video because the impact that it has and the ability it has to actually drive people into the physical store,” he says.
This is a consideration higher than someone clicking on an ad, visiting a site and purchasing something. As measurement techniques get better and better, video will emerge as a very strong player.
“Video is going that way, especially with partners like Eyeview to close that loop. It’s going to be incredibly huge because people are going to move dollars accordingly,” says Shim.
Asked by Joanna O’Connell, Chief Marketing Officer at MediaMath, to describe the state of advanced TV, Shim says the hard part is limited reach. Nonetheless, he sees more and more advertisers “jumping in and saying this is something I want to explore, this is something I want to test against.”
An attendant expectation will be improved targeting via linear TV. “I expect the market to continue to grow and measurement to continue to be important, but I expect it to also help change the way linear is approached,” Shim says.
When it comes to reach, there are parallels to the digital world. Asked to name the best platforms for brands, Shim points to those with the most scale. “If you’ve got a small set of users or reach it becomes difficult to optimize because you over optimize and the reach is diminished,” he 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.
]]>It was Davis, of Monumental Shift, who kicked off the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, with a frenetic and humor-laden presentation about what’s wrong with marketing today. Before building and selling a digital marketing agency, Andrew was a producer for NBC and also worked for The Muppets.
MFOMO is what happens when brands chase what seems to be the next big thing just because they can. “If we hear somebody’s making money on Snapchat, all of a sudden everybody’s on Snapchat,” said Davis.
Likening social media to the decades-earlier additions to the marketing pie of events and promotions, websites and search engine optimization, Davis concluded that the “CMO pizza” isn’t getting any bigger. “It’s just sliced more and more ways.”
He traced the advent of the marketing funnel to 1898 when Elias St. Elmo Lewis sketched out his AIDA funnel model. All these years later, marketers are still obsessed with one iteration of the funnel or other.
“We have to rethink the funnel,” said Davis. “We’re focused entirely on winning market share. This market share battle is just an awareness play.”
One of the most illuminating parts of Davis’ presentation was when he shared insights from Breville, which makes juicers and other kitchen appliances. Without giving away the bottom line, part of the company’s success in increasing the size of the juicer market came from Google Trends, which Davis called “the most underutilized marketing tool on the planet today.”
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.
]]>Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is Executive Chairman of WinView Games and Chairman and CEO of TRget Media.
Since the financial crisis, most companies have implemented spending cutbacks and increased productivity to help drive profitability. Yet with more than $70 billion spent on TV, it’s been an overlooked line item.
“You would have thought by now that we would have a marketing sector that was infinitely more steeped in being able to deliver ROI based on television advertising expenditures,” Rogers says in this interview with Beet.TV at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. “And we’re still in a fairly primitive state.”
He recalls that when he was President and CEO of digital video recorder pioneer TiVo, Procter & Gamble was among the first major advertiser to recognize the value of minute-by-minute set-top box data that could be matched with purchase data.
“That’s the future,” says Rogers, given the long downhill slope of linear TV audiences.
For the last 25 years, broadcast network audiences have been dropping by a compound annual rate of about 3% each year, according to Rogers. Since 2014 alone, the traditional linear TV world has lost about 581 billion impressions—or roughly an 18% decline in audience delivery.
“Yet when you look at pricing over that same 25 years, you’ve had compounded annual growth of CPM’s at about 2.5% a year,” he says.
The only way TV networks can adapt is being able to show the value of reaching audience segments based on sales results, or being able to deliver an addressable ad “that can really be connected to an outcome.”
Without such a tool, “pricing I think is going to be dramatically diminished. This will finally light a fire under both networks and ad agencies.”
Even with the rise of video providers like Facebook, Hulu, Netflix and others, “they haven’t filled the bucket of the 581 billion we’ve lost,” says Rogers. “So we’re still dealing with a bit of scarcity relative to total television audience impressions.”
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.
]]>This is one reason why it’s important to bring the right partners into creative agencies, according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York.
“If there’s a separation between media and creative, what’s going to happen is maybe something gets onto a media plan and by the time it gets to the creative agency and it’s sold in, there isn’t the requisite amount of time to develop a great idea,” Estrada explains in an interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.
BBDO is always seeking best-in-class partners across technology, ad-tech, media, publishing, social platforms. “Getting them in so we understand their platform and what works today with that platform. Maybe ideating together,” says Estrada.
The end result is being able to take a brand’s creative idea, seeing how it can work on a particular platform and “oftentimes bringing that idea forward to a client along with media and that way we’re crafting something contextually right for the platform,” he adds.
In the old days, before media was unbundled, creative and media types would sit around a table putting together joint plans for clients. “You have to act that way. It takes a little bit more effort and time sometimes, but the partnership route has been very successful for us,” Estrada says.
Asked by Matt Prohaska of Prohaska Consulting to cite the best of the biggest platforms in their understanding of the importance of creative in driving results, Estrada cites Facebook and Google. It’s inherent in their business models to have the best work on behalf of their brand advertisers.
“If there isn’t good entertainment or compelling content that’s on those platforms, users are not going to keep going there,” he says. Estrada believes Facebook and Google have “taken a lot of great steps” to provide third-party verification on what ad campaigns are working on their platforms.
“Being able to know if you’re doing a campaign and how well it’s driving people to store or to offline sales is critically important for us to be able to really determine which outcomes are mattering to our clients,” says Estrada.
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.
]]>If the advertising industry maps measurement as a key performance indicator, it we can start addressing some of the issues of confidence “and figure out how to advertise better,” Feigenson says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview.
He cites recent remarks by Procter & Gamble Chief Brand Officer Marc Pritchard calling for a cleanup of the digital advertising ecosystem as “a pretty bold statement for the industry.” As Advertising Age reports, Pritchard told a gathering of the Internet Advertising Bureau that “the days of giving digital a pass are over.”
Historically speaking, television advertising has been effective and predictable, according to Feigenson. Using media mix models, advertisers have had a pretty solid understanding of what their outcomes would look like.
But as audiences continue to migrate to the digital world and advertisers aggregate them through targeting, “what you find are there are gaps in some cases,” says Feigenson.
In addition to digital fraud and viewability issues, there can be a lack of understanding or “forgetfulness” of the basics of good advertising,” according to Feigenson.
Brands have always spent lots of time testing television creative in advance of launching campaigns. “We find over and over again creative is the most important variable in effectiveness,” he says.
However, “The way of doing that in the digital world is to test more of a feedback loop against effectiveness. I think that’s where there are some interesting opportunities,” says Feigenson. He does believe that progress is being made in the way publishers are proving their contributions to sales lift.
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.
]]>That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one video ads, says that mix of skills is essential to the dynamic advertising world that is emerging.
“We’re looking at the plan of action almost as you’re looking at a database – you have different data sets in a matrix, it’s multi-dimensional – four-dimensional, if you speak about the time differences of when it’s going to play and the need state of your audience,” Barber tells Beet.TV in this video interview.
“I need people who can think that way as well as be artists. That’s where we’re heading. I’m hoping to gobble them all up!”
Eyeview’s VideoIQ technology “scales a single video asset into millions of broadcast-quality one-to-one video variations, each (of which) is infused with data about relevant products, promotions and messages”, according to the company.
It is one of the emerging technologies that helps advertisers assemble video ads that are personalized to viewers, not just TV shovelware.
But, if blending art and science is the current integration necessity, the next one is in unifying ads across a plethora of platforms, says Eyeview Digital’s Barber.
He imagines “seeing a unified message that’s beautifully executed across all the different platforms … that feels like it’s one voice”.
“If I’m watching an addressable TV spot, it’s talking to me in a certain way,” he says. “(But), if I pick up my iPad and on Instagram, I’m seeing a continuation of that theme in a seamless way – t becomes a singular persona that the brand is presenting.”
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.
]]>“Attribution looks at things at a very detailed transaction level. Individual people and households and devices, so it’s able to really see the impact of digital video,” says Jim Spaeth, who is a Partner at the Sequent Partners consultancy.
Spaeth is one of a host of industry experts who gathered in Manhattan for the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In this interview, he talks about the impact of video throughout the purchase funnel and the “astronomical” ROI for Honda dealerships highlighted by a Sequent case study.
“Mix modeling is a great tool that serves a great purpose, but it’s not very fine its view of the marketplace,” says Spaeth. And because video usually isn’t the biggest piece of a marketer’s overall budget, it’s hard to get a read on its direct contributions to sales.
Last year, Sequent was tapped by Eyeview to do a deep dive on the importance of video in driving offline sales. Sequent surveyed more than 200 senior brand managers and interviewed some two dozen in depth. The study’s most noteworthy findings indicated that to demonstrate real ROI from video marketing campaigns, brands must embrace a one-to-one model instead of one-to-many.
The research also revealed that digital video is at its inflection point of the adoption curve, moving from a branding to a sales tool. Some 50% of respondents were using ROI as a way of gauging the payback of digital video and about 50% of them said they hoped to be doing so “in another year or two,” according to Spaeth.
He cites the example of TriHonda Dealers (Connecticut, New Jersey and New York), which had “one of the most spectacular ROI’s I’ve ever seen.” Each dollar invested in the campaign returned $7 in profit.
“It was tremendously effective for them,” says Spaeth. “They really pulled together kind of the triple header of strong creative, good targeting and personalization.”
Interviewing Jim Spaeth for Beet.TV was Matt Prohaska (Prohaska Consulting).
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.
]]>“We’re trying to get brands, agencies and the ecosystem to move away from all this arbitrary proxy metrics of clicks and completions and demo targeting,” says Oren Harnevo.
It’s as basic as “Did I help to sell more cars off the lot, did I sell more product, did I win more market share?”
Eyeview’s solution centers on its VideoIQ® programmatic video platform. The company doesn’t actually measure results of video campaigns but uses third-party vendors like Nielsen Catalina, J.D. Power and Cardlytics.
“We make sure every campaign we run for our brands has third-party measurement on it,” Harnevo says in this interview during the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. “We think that’s where the industry is going to get.”
Optimizing toward third-party measurement cures many ills. “Suddenly, you buy media better,” says Harnevo. “Suddenly it’s viewable because you know what, if it’s not viewable it’s not going to sell. You see less fraud. You create more advanced story telling.”
Just as consumers watching video don’t make distinctions about which screen they happen to be using, neither does Eyeview. It’s looking to target specific people and bring them the most personalized stories possible.
Eyeview sees its mainstays as desktop and mobile, but addressable television “is growing really fast,” Harnevo says. “That’s a growing part of our business.” Social media also is on an upswing “and is only going to grow more,” he adds.
Eyeview currently works on Facebook, Instagram, Twitter and soon Snapchat and other platforms.
Harnevo stresses the distinction between a company that buys media, which it does not, and one that buys audiences. Eyeview’s in-house designers, visual effects and animation specialists produce and edit broadcast-quality video ads tailored to specific business goals.
“We’ve found that it’s really important to be able to be that creative storyteller and the people who actually decide which audience to buy,” Harnevo says.
To learn more about Eyeview’s approach to using data, audience, media and creative work in tandem to drive measurable results across video and digital media, visit this page.
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.
]]>“We’re definitely in the camp of being very pro video,” says Luke Chatelain, VP of Innovation at West Elm, the furniture and housewares retailer that’s a division of Williams-Sonoma.
A quick visit to the West Elm website reveals this to be something of an understatement, as there are a plethora of videos explaining everything from how to stuff a duvet to folding a fitted sheet the easy way.
“Oftentimes, we focus very heavily on hand crafted and how we actually bring a lot of our products to life,” Chatelain explains in an interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. “And that stuff comes well through video in a very positive way.”
There are a variety of reasons why West Elm shuns TV advertising, among them “You kind of have one big awareness spend and that’s that,” Chatelain says. The company applies ad cost metrics to all of its campaigns across various channels “to prove basically that we’re bringing in more money than we’re spending on that advertising,” he adds.
West Elm also has seen success by using customers’ photos posted on Instagram in its Facebook ads, as ADWEEK reports.
Asked about bridging the divide between technology and creative output, Chatelain stresses the importance of starting small, testing and building up. There’s a massive amount of work that can go into each and every video, but there are small and iterative ways to reach desired goals.
“You don’t have to just get a pixel perfect idea,” says Chatelain. “You can actually try things that are a little bit wacky or out of the ordinary to find what content works.”
West Elm has been working with Eyeview for several months to test personalized video retargeting techniques and so far has seen “some pretty significant results.”
From a creative and targeting standpoint, “It’s very important for us to nail that right out of the gate or at least make sure that we find the best methods, the best creative and the best targeting,” Chatelain says.
Interviewing Luke Chatelain for Beet.TV was Rebecca Lieb (Conglomotron).
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.
]]>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.
]]>To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients.
“With the advent of dynamic creative optimization, it’s another lever for us to pull,” Moore says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. “We have found that when you are tailoring ads on the fly for a particular user or group of users, that performance normally increases almost every single time.”
Asked what is holding back the advance of dynamic creative optimization—the ability to tailor ads on the fly to make them most relevant to particular audiences—Moore points to traditional business practices.
Companies like Eyeview benefit from media agencies adding an incremental CPM onto a media buy, harness dynamic creative optimization “and are getting a very fine return on investment,” according to Moore.
Contrarily, creative shops have tended to be time-and-materials focused. As a result, they don’t have budgets to fund such incremental media buys.
“I think they have to reexamine their business models and embrace the data that comes from utilizing dynamic creative optimization,” Moore explains.
So will the advertising industry ever re-bundle creative and media assets, which became separated in the 1990’s as a result of marketers awarding their creative assignments to one agency and media to another?
“It’s a good question and I think with the advent of digital, the whole value chain has become blurred,” says Moore. “You have a lot of people intruding on parts of the value chain that were historically parts of an advertising agency.”
Now, every big digital media company has a creative group not only for internal purposes but also for ideation of creative themes that are pitched directly to brands. As a result, agencies often buy what’s already been created.
In the addressable television space, Moore envisions creative and media shops working closely together: creative figuring out the “right” ad and media deciding who the “right person” is to target with it.
“In the future, it’s going to be video advertising coming together in real time and tailored to a particular user or group,” Moore concludes.
Interviewing David Moore for Beet.TV was Rebecca Lieb (Conglomotron).
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.
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