You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
But now the set of capabilities and consequences produced by that data is changing shape.
What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out to uncover.
In these highlights, hear the takes of nine advertising executives on the issue.
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
These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel featuring senior-level TV practitioners moderated by MediaLink Managing Director Matt Spiegel.
Tracey Scheppach, Co-Founder of Matter More Media, said waste is going to exist and when it does, there should be a lower CPM. Her take on planning starts with a client’s first-party data:
“I bump that up against addressable linear inventory, addressable VOD inventory, network index buys. Pretty much not using age and gender, but still price it out. We then look at where is the most economical place to reach the true target. Convert everything to an ECPM and look at what channels are driving conversion and adjust.”
Matt Bayer, SVP, Advanced TV & Cross Screen at Cadreon/IPG, said everything starts with KPI’s and defining the role of addressable video or TV:
“If CRM underpins those audiences, great. Doing a deep dive on CRM discovery is a great exercise but I think you have to first start with the role that it’s playing within the context of your comms plan and then back it up from there.”
Defining waste seems to be in the eye of the beholder. Here’s the perspective offered by Jonathan Bokor, Director, Precision Video, Publicis Media Exchange:
“It may be that some of your true target is in the waste. That waste in demo targeted TV is free. When you’re buying a targeted advanced TV buy like an addressable TV buy, you don’t get any of that free waste. All of that has to be taken into consideration.”
Jason Harrison, President of Team Arrow Partners, the agency dedicated to retailer Target, looks at everything based on return on ad spend. “That’s kind of the equalizer across all the different things we could spend money on. We also look at sales per impression, which is a measure that is irrespective of cost. Waste is actually paying a role that we don’t fully understand in driving returns.”
Ben Tatta, Co-Founder of data and analytics provider 605, has seen lots of conventional linear TV campaigns where a lot of what would be deemed waste was actually a base of households that are just more responsive to TV. “We do a lot of modification taking CRM segments and then modifying them based on those that are most responsive or most persuadable based on different types of messages,” said Tatta.
To Harrison, the “next big frontier will be for us to understand linear buy delivery at the household level and to be able to parse out effectiveness, because it’s really hard to do it right now.”
Bokor summed up what is unarguable regardless of how one tries to target and attribution television better than has been done in the past. “TV has to step up and prove that it delivers in comparison to, we talk about Google and Facebook. You want to beat them, you’ve got to be them at their own game.”
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.
]]>In the connected-TV and OTT space, “There are quite a few ad-supported services and those are growing,” including Crackle, Vudu and Pluto TV, says Jonathan Bokor, Director, Precision Video, Publicis Media Exchange.
In terms of channels or apps being viewed, non-linear viewing does continue to fragment viewership, Bokor explains in this interview at the recent Beet Retreat Miami 2017. And since inventory on platforms like Roku is purchased across the entire footprint, it’s done by demographics.
“But we’re starting to see and we’re working on programmatic activation. Instead of buying demo, buying audiences on connected TV, which I think is the promising area. Fragmentation is somewhat less of an issue when you’re buying an audience across apps.”
Cable TV operators continue to enable addressable advertising technology, thereby expanding the pool of households than can be targeted with specific ads, but it’s a system-by-system approach and doesn’t yet provide anything near national reach.
“We do get sort of national reach with the satellite operators because they can be accessed anywhere, but it’s a spotty national,” Bokor says.
What’s changing is that programmers themselves are trying to up the addressable inventory pool.
“I’ve seen some outreach from a few of the larger network groups who have secured some inventory on the Comcast platform coming to us and wanting us to invest in addressable TV through the programmer as opposed to the MPVD. That’s a big difference,” Bokor adds.
Streaming pioneer Hulu “really is connected TV and it’s the largest publisher,” while Roku aggregates ad inventory it secures from programmers. “Roku has been a significant source of inventory.”
Publicis is “working very hard to identify the partners” that can provide “a programmatic pathway for our video teams to be able to access audiences on connected TV across any connected-TV device.”
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.
]]>So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US’s Lucas Cridland, Magna’s David Cohen and David Penksi of Publicis Media Exchange. Moderated by Matt Spiegel of MediaLink, the discussion tended to underscore the reality that while agencies would like to move faster on their clients’ behalf, many aspects of measurement just take time to coalesce.
First the metaphors from Cridland, who is President of Amplifi US, with regard to measurement challenges. “A game of football or soccer isn’t as interesting without a referee,” said Cridland. “And for the moment we have different tools and different rules and different referees trying to adjudicate what is essentially the same game.” And there’s nothing wrong with different tools, Cridland added, noting that golfers use different clubs on different holes.
Cohen, who is President of Magna North America, said that agencies are always juggling “tradeoffs” from one platform to another and trying to understand the implications for clients.
“For lack of a better one, Nielsen DAR is a kind of equalizer for today,” he said. “We see today 30% of video consumption is not linear, going up to 40% by 2021. So this is a thing that is not going away, is growing.”
Penski, who is CEO of Publicis Media Exchange Americas, opined that his industry has a tendency to swing pendulums from one direction to another quite quickly. It’s not always a good thing, particularly regarding audience targeting—say, “Mothers who are exactly 33 years old, live in these two states with this many children. “We have a tendency to move far one way. There’s a line we need to draw. It goes back to scale. Sometimes what we’re doing now is going the other way.”
Asked by Spiegel why agencies seem to be wrestling with producing a great number of creative iterations, Penski gave them credit for what they have been able to achieve.
“Not that long ago, a marketer might do 6 to 20 ad spots and now it’s 600. The problem is we want 6,000. It’s improving and I think it’s moving almost as fast as the media side. I’ve definitely seen huge progress within the last two years,” said Penski.
When the discussion turned to walled gardens and the resources required to figure out and transact with them, Cridland said it just takes time. “Not all of our clients are saying you can have more resource to investigate this and fund it,” Cridland said. “Everybody believes that digital addressability is going to take labor and people out of the equation. At this moment in time, we’re nowhere near that because it’s increasingly complex.”
Asked whether Magna will embrace Facebook’s going Hollywood, Cohen said “Definitely” because it provides more opportunities to reach audiences at scale.
This video is from The New TV Ecosystem Leadership Forum at Cannes Lions 2017, presented by FreeWheel. For more from the series, please visit this page.
]]>“I think it’s one of the things we’re kind of missing,” Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview with Beet.TV at the Cannes Lions Festival of Creativity.
Although he’s encouraged by conversations at Cannes about such a value exchange, it’s still very much a work in progress.
“For a very long time in this business, the reason that commercials weren’t an issue is because the consumer realized they had to watch those in order to get the content they wanted,” Penski says. “Now with so many different options on getting that content without the commercial viewing experience is where it’s challenging.”
In the meantime, he feels that reducing ad loads would be an improvement, but it has to be balanced somehow. “Our clients are not going to pay a 100% premium to cut ads because it doesn’t feel like it’s quite their responsibility. I think it’s going to be a mixture of how you value that impression,” he says.
Part of achieving a value exchange requires that agencies evaluate “what we are producing, what type of ads we’re putting against it and what is that value exchange for the consumer.”
Having attended Cannes for about a decade, one of the things that strikes Penski as a “large surprise” this go-round is the number of U.S. clients on hand and their level of engagement.
“You expect the digital and tech clients, but it’s really across all of our categories,” he says. “They’re looking at this as a place to kind of stop, pause and think about what they’re looking for from an innovation standpoint.”
Mentioning Snapchat and Twitter, Penski has a more positive view of them as partners because they realize they need to do a better job of “putting the advertiser first and having the right ad experience for our clients.”
This video is from The New TV Ecosystem Leadership Forum at Cannes Lions 2017, presented by FreeWheel. For more from the series, please visit this page.
]]>“What we have found over and over and over again is that TV works and addressable TV works harder,” Scheppach says in an interview with Beet.TV at the Chicago offices of Publicis Media Exchange, where she is EVP of Precision Video.
It’s not often that someone mentions addressable TV and old-fashioned direct mail in the same sentence, much less in a cost comparison scenario. Scheppach does so to provide both contrast and similarity.
“Direct mail advertisers, their average cost of a mail piece is about a dollar. In TV speak that’s a thousand dollar CPM,” Scheppach says of the expense to reach one thousand prospects. “The CPM’s of addressable advertising are significantly less than a thousand and they combine the ability of sight sound and motion with essentially the same delivery mechanism.”
What is that common delivery venue? “Sending a message to an individual street address, whether it be a mailbox or a set-top box,” Scheppach says.
The industry is only beginning to see the potential of addressable TV because the focus has mainly been on national advertisers. “It ushers in the opportunity for smaller marketers with a smaller budget to get on TV for the very first time,” she explains.
Two examples are Allstate promoting renters insurance and online prescription eyeglass and sunglass marketer Warby Parker. Not long ago, the rule of thumb was that having a presence on TV meant committing at least $20 million. “If you didn’t have $20 million, don’t bother getting on television,” was the thinking, according to Scheppach. “Allstate represents a very large advertiser, but they would never be able to advertise renters insurance because renters are a smaller population and therefore not a mass game, which is what television used to be.”
She believes that addressable TV “is being niched” and that it’s actually “a much bigger idea.” That’s because in the end, all media will be addressable in the end and eventually all media will be programmatic.
“That is the future state that we’re moving to,” Scheppach says. “The opportunity to do addressable television will teach marketers how to do the future of television and how it will be combined with other cross media as all media becomes digital.”
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:
