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{"id":36482,"date":"2015-12-01T05:47:07","date_gmt":"2015-12-01T10:47:07","guid":{"rendered":"http:\/\/www.beet.tv\/?p=36482"},"modified":"2015-12-01T05:47:07","modified_gmt":"2015-12-01T10:47:07","slug":"programmaticbuyside","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2015\/12\/programmaticbuyside.html","title":{"rendered":"Programmatic Experts Keen for Integrating TV and Digital Data"},"content":{"rendered":"
FORT LAUDERDALE\u00a0— Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV.<\/div>\n
<\/div>\n
For instance, the “people challenge” in\u00a0broader data integration\u00a0brings up major issues of realignment for many agencies, says\u00a0Marc Lomas, SVP Programmatic, East at Cadreon<\/a>. “We are looking at how to\u00a0realign our teams on the programmatic side, advanced TV side and traditional TV. There is a huge groundswell in data. We have invested in data stores, and synching data from multiple sources such as taking data from online, offline, and CRM, and looking at efficiency and effectiveness and measuring it\u00a0across\u00a0channels.”<\/div>\n
<\/div>\n
As marketers and agencies integrate the use of data more precisely into their operations, there may be shifts in departments and divisions. Looking ahead, Lomas would love to see more of the cross-screen platforms\u00a0offer better insight into how to deliver\u00a0creative at the right time to the right audience. The tools exist to do just that, but aren’t utilized to the fullest in order to make the best pairing of creative with data targeting.<\/div>\n
<\/div>\n
Another issue is that\u00a0there is too much averaging of numbers going on when it comes to using data at marketers’ disposal, says\u00a0Tim Castree, Managing Director North America at Videoology<\/a>.\u00a0Consider the issue of marketing a movie at release.\u00a0The movie will gain 60% of its audience in the opening weekend so frequency in a digital or programmatic campaign has to be crafted in such a way to understand that unique situation. “We need to get beyond these averages and use our data to understand the distribution of reach and frequency,” he says.<\/div>\n
\n
<\/div>\n
\n
Marketers can better apply data to TV to make TV buying more efficient, says\u00a0Brent Horowitz, Global Partnerships TV and Video at Yahoo<\/a>, also during the session. “You can take offline and apply to TV.\u00a0That takes the value in existing TV constructs and takes it to the next level of optimization and that’s where we will see it scale.”<\/div>\n<\/div>\n<\/div>\n

This video was produced at the\u00a0Beet.TV executive retreat<\/span><\/a>\u00a0presented by Videology with Adobe, AT&T AdWorks and Nielsen.\u00a0<\/em>You can find more videos from the Beet Retreat<\/span>\u00a0on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

FORT LAUDERDALE\u00a0— Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV. For instance, the “people challenge” in\u00a0broader […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5496],"tags":[5301,5350,5283,3755,5516],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36482"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=36482"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36482\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}