But now the set of capabilities and consequences produced by that data is changing shape.

What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out to uncover.

In these highlights, hear the takes of nine advertising executives on the issue.

1. Mobile brings a TV boost

Joao Machado, marketing SVP at Sabio, a company which powers connected TV ads using mobile data, says the combination is a win.

“The mobile device is the perfect mirror of a person’s affinities, their likes, where they are in their life stages,” Machado says. He wants to “couple it with the promise of what CTV digital television offers”.

Reborn, QR Codes Are The Glue Between Mobile & TV: Sabio’s Machado

2. TV is getting richer

When it comes to new-wave TV, AJ Kinter, head of advanced video strategy at Publicis Media Exchange (PMX), says the opportunities are burgeoning.

Kinter draws a distinction between “programmatic CTV” and “direct CTV”. “Since the CPMs have started to become much closer to programmatic CTV, you now have a linear, addressable TV and programmatic CTV kind of range in the same type of CPM,” he says.

Data Tell Story of Changing Viewership Habits: PMX’s AJ Kintner

3. Fusing media and mobile

Device data needs to inform media buys. That is why Aziz Rahim, Sabio CEO, says his company also started an app analytics division.

“Sabio is focusing on the media aspect of the industry, providing a deeper, unique targeting, reach and capabilities, and then along with creative capabilities,” he says. “The App Science side is to provide agnostic analytics and insights on CTV and OTT, along with mobile campaigns.”

After IDFA, Mobile Is Identity Gold For CTV: Sabio & App Science’s Rahim

4. Double-down on de-duplication

Ad buyers need to avoid exposing consumers to the same ad across multiple devices, says Dave Kersey, executive media director at GSD&M.

“Duplication is certainly a challenge in the industry,” Kersey says. “(We need to be) understanding the entire consumer journey across all video platforms.”

Mobile Data Help to Avoid Ad Duplication: GSD&M’s Dave Kersey

5. Data helps post-pandemic ad recovery

At MBuy, a unit of Mediaocean, media strategy and operations SVP Michael Parent is using data to welcome back travel brands that want to resume spending.

“We’re taking the data that we’re getting — everything from geography to programming to dayparts to the response that we’re getting,” Parent says.

CTV Data Provide More Insights for Ad Targeting: MBuy’s Michael Parent

6. Real-time duplication monitoring

At Sabio’s App Science, EVP Helen Lum says ad duplication is starting to worry more ad buyers.

“I think a good way to solve for that is actually to track and reduce that duplication and monitor that reach and frequency across partners and publishers, so that advertisers can reinvest those wasted dollars in real-time for their buys,” Lum says.

CTV Offers Faster Data Insights Than Linear TV: App Science’s Helen Lum

7. Mobile is the key to e-commerce

Mobile is evolving toward becoming an e-commerce driver for TV ads, says Jeff Liang, head of digital product at WPP’s MediaCom.

“We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones,” Liang predicts.

Mobile Data Enable Audience Targeting on CTV: MediaCom’s Jeff Liang

8. Understand TV & mobile together

It’s no longer an “either-or”. Kelly Metz, managing director of linear activation at Omnicom Media Group, says ad planners must understand how consumers use mobile and TV in tandem.

“The way we choose to manage that or support that from a planning perspective is by emphasizing holistic campaign planning and holistic campaign measurement,” she says.

Mobile, TV Data Provide Holistic Audience Insights: Omnicom Media Group’s Kelly Metz

9. TV can target the right patient

The ability to target TV ads can revolutionise healthcare advertising, according to Starcom’s EVP Melissa Gordon-Ring.

“We can double-down on things like connected television or addressable television, and have a higher likelihood of reaching our patient in their household, versus hoping that this is the right target audience for us to be purchasing against,” she says.

Mobile Data Support Personalized Healthcare Marketing: Starcom’s Melissa Gordon-Ring

“We essentially leverage platform-specific technology providers using deterministic data because they do have access to connected TV data,” Jeff Liang, head of digital product at WPP’s MediaCom, said in this interview with Beet.TV. “Many times, they match that against and identity graph with multiple device IDs, which allows us to control the exposure of those ads to different digital devices.”

With millions of consumers using their smartphones while watching TV, or “second-screening,” marketers have another way to interact with viewers. In some cases, advertisers are showing QR codes in commercials for viewers to scan with a smartphone and visit a shopping site.

“E-commerce is really an important activity that more and more technology providers are starting to build,” Liang said. “The shopping mindset for CTV viewers will start to change. Right now, most CTV viewers aren’t necessarily ready to pull out their credit card while they’re sitting on the couch watching CTV programming.”

However, CTV platforms do provide ways to personalize the viewing experience. For example, sports fans can look up stats about players and teams while watching a game.

“That personalization of the CTV experience will continue in e-commerce as well,” Liang said. “We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones.”

Source: Marketing Charts, Integral Ad Science

The rise in media consumption among multiple devices challenges marketers to capture viewer attention, possibly by integrating their brand messaging within the content of shows. Meanwhile, improved ad targeting increases the likelihood of reaching target audiences through CTV.

“There’s been a lot of connection between all the different data sets that would allow us to target on connected TV better,” Liang said. “That includes rolling mobile data into identity graphs that really tells us a lot of information about a specific user. Mobile is probably one of the best signal-collection devices that we have today.”

The variety of data about geolocation, app usage, personal interests and health activity helps to develop a more complete picture of consumers, even as technology companies give people more control over their personal data. Apple, as one example, last month updated the software that runs devices including the iPhone to ask customers for permission to share an identifier for advertisers (IDFA) with apps and websites. Apple installs the identifiers on every one of its products.

“With all the challenges that we have today with IDFA being removed, which is causing a lot of headaches, I don’t necessarily think that this process of aggregating data and gaining a better understanding of who that user is will go away,” Liang said. “As time goes on, we’ll have the ability to take offline data, take other disparate sources of data, connect them together and build a better experience across all the advertising formats that are emerging now.”

You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.