But, whilst they understand the principle behind using their customer database in ad targeting, it’s not so straightforward.
In this video interview with Beet.TV, Sargi Mann, Havas Media EVP and head of digital investments, describes how retail brands can activate that, and other, data.
“Not everybody is sitting on treasure troves of first-party data when it comes to having either a phone ID, or a really good quality validated email ID as part of their data set,” Mann acknowledges.
“So, first and foremost it’s about identifying what is first-party data that can be utilised.
“And that’s not just the CRM database. It’s about how many owned assets do we have out there, right? What is the role that our websites, our apps, our communications play? Because that all is first-party data from a definition standpoint.”
Google plans to sunset third-party cookies, which help marketers swap parts of users’ profiles, by 2022. Apple has turned location tracking and its IDFA opt-in by default. Those moves follow GDPR and CCPA.
So brands and publishers alike are having to pivot to gaining first-party data on audiences.
Large retail brands appear to be in a better position, with large customer databases.
But it’s not as simple as just tapping into them, Mann suggests.
In fact, she says, when it comes to activating first-party data, there is a world of difference between data volume and data usefulness.
“It’s not about, ‘Yes, I have 10 million email IDs in my data set, and by the way, 9 million of them have never even shopped with me for the last like a year or so’,” she says.
“It’s about how actionable is that data set? How addressable is it? And also what is going to be the heavy lift from creative custom environment, content development standpoint?
“How easy it is for the client to execute it versus how difficult it is going to be to execute it?”
The new emphasis on using first-party data to drive marketing campaigns is going to make ad campaigns more about the people at the end of the channel than the channel itself, Mann suggests.
“It’s going to start with an Excel sheet, right?,” she says. “It’s not going to be just about creating that 30-second or that 60- or 75-second spot, and surrounded with other channels
“It’s all about getting down to the table and saying the audience, the assets, the timelines, the production, the breakdown between the heavy lift between working and non-working partners.”
You are watching “First Party Data: Driving Media Investment and Accountability,” a Beet.TV leadership video series presented by Target’s Roundel For more videos, please visit this page. The views shared on this series do not necessarily reflect the opinion of Target and Roundel.
]]>First, GDPR altered how European companies could store and track customer data. Now, with the roll out of the California Consumer Privacy Act, the motion to protect customer privacy is coming to the US. Nineteen additional US states are considering introducing their own privacy regulations.
“Privacy is increasing the importance of first party data for clients we’re working with,” Sedlarcik told Beet.TV at the Consumer Electronics Show in Las Vegas. “That is much more of a factor in informing media activations and other audience targeting efforts.”
According to Sedlarcik, building out customer databases has been a core component of companies’ ad buying and media strategies. Increasingly, he says, the competitive advantage will be building a database on owned data. For now, Havas Media’s job is primarily to help clients understand what data regulations mean for them, in particular, how it impacts their work. Good business for Havas Media is a compliant ecosystem of partnerships, because then its clients will be compliant, too.
Privacy concerns don’t take away from the excitement around ACR, connected TV and other data streams, however. The goal is to bring digital measurement capabilities to linear TV. “In many ways, it brings us closer to the viewers in terms of understanding what they’re viewing, how much they’re viewing, when they’re viewing,” Sedlarcik says. “There’s this promise that it brings us closer to taking the TV world into the digital media world.”
Bridging the gap of connectivity between linear TV and digital streaming and media services is the next step in addressability overall for media. But Sedlarcik warns against throwing all old methods of measurement out in favor of the new.
“A risk is getting a myopic view of viewing data based on a subset of the audience,” he says. “There’s a lot of promise, but there’s also a lot of caution and steps that need to be taken.”
This video is part of a series produced at CES 2020 called Television Redefined, sponsored by Samsung Ads. For more videos, please visit this page.
]]>Announced today at the 4A’s Accelerate conference, the APB “came up as a very natural discussion around something that we call the code of decency,” Louis Jones, EVP, Media & Data at the 4A’s, says in this interview with Beet.TV. “There ought to be a base level for brand safety.”
Founding members of the APB include executives from Dentsu Aegis Network, GroupM, Havas Media, Horizon Media, IPG Mediabrands, MDC Partners, Omnicom Media Group and Publicis Media. Each holding company—as well as Horizon Media—has committed to dedicating a Brand Safety Leader within its network to serve on the bureau.
“We are creating a database where everybody can report in and say, ‘Hey, I’m the person from Dentsu Aegis and I just saw some of your Publicis brands in places where you don’t want them,” Jones says. “And then that information gets shared so that everyone can collectively act and keep every brand potentially, every major brand in the marketplace, safe.”
The formation of the APB is the first step in a list of actions that nearly 100 4A’s members and industry leaders “outlined and rallied around” at the Advertising Assurance Forum, a closed-door event hosted by the 4A’s on March 19, according to a 4A’s release.
Additional next steps outlined under the Advertising Assurance initiative include:
• Develop a risk management module. The APB will work with advertisers to develop categorizations of risk across a spectrum from most safe to least safe.
• Create a code of decency. Working with the Media Rating Council, Inc., APB agencies will help establish a set of ground rules that align baseline expectations for safety through a new set of standards within the MRC’s Brand Safety Guidelines, currently in initial draft. “Down the road, media agencies will also work with the MRC to identify efforts and methodologies to mitigate fake news,” states the 4A’s release.
• Educate the ecosystem. The APB will develop an industry playbook that will include new standards, metrics, methodologies and tools to combat unsafe environments for both brands and consumers.
Working with the MRC will help agencies understand “what are all the things we can do as an industry, from a perspective of how can technology be better, how can it be more specific, what is the role that human intervention plays in terms of understanding levels of risk and inappropriateness,” Jones says.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.
]]>So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in the TV space and sometimes not, says the EVP, Director of Strategic Investments, for Havas Media.
“The data conversation is I think somewhat overblown right now,” he says by way of preamble. “We have been buying using data for years. It’s not something new to us.”
What’s interesting to Kanefsky is the fact that TV networks “are trying to infiltrate that space,” and “they’re charging to infiltrate that space.” He notes that the OpenAP audience-targeting consortium of Fox, Turner and Viacom designed to unify audience targeting for advertisers is seeking “a 10 percent up-charge on your media cost.”
He’s not disputing the need for a more unified currency across multiple networks. “With that said, we have a long, long way to go to solve the data issue.”
Kanefsky believes the best way to make TV buying more efficient is to actually have more ratings points available to buyers and that using data to optimize media is not a new concept.
“What we need the networks to do is find more ways to put more rating points back in the market, not necessarily from C3 to C7 but to actually perform better,” he says. “We’re in a marketplace that’s driven by supply right now. But what’s driving marketplace inefficiencies is the fact that supply is down so much.”
Advertisers still expect big ratings impact great content but would like to be able to obtain both while reaching audiences in difficult time frames like 8-11, according to Kanefsky.
Asked what he’d like to see most from the networks, Kanefsky says “a strategy” that would provide a vision of “how are we going to get from point A to point B.”
To his mind, ABC is the closest to having such a strategy, NBC is “all over the place” and CBS “has their model built out kind of perfectly.”
This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page.
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