Having rushed to the bottom of the funnel when the agency first executed addressable television ads, Publicis Groupe’s Starcom MediaVest Group has been mining the upper funnel of late and finding potential for marketers beyond autos and financial services.<\/p>\n

Experience at the bottom of the funnel proved that TV drives actual sales, according to Tracey Scheppach<\/a>, EVP, Publicis Precision Video.<\/p>\n

\u201cUnfortunately when we raced to the bottom of the funnel we forgot about the other layers of the funnel,\u201d Scheppach says.<\/p>\n

One of the things SMG has done is to combine location data\u2014big data coming from mobile phones and off of TV\u2014and combining them at the agency\u2019s \u201csafe haven,\u201d Acxiom. This activity falls within SMG\u2019s Maps platform, launched this time last year.<\/p>\n

\u201cWe\u2019ve done three campaigns with Maps and seen phenomenal results,\u201d Scheppach says. \u201cFor example, we see for a tourist advertiser that we sent a message to you and you actually visited the locale that you were interested in. For an auto we can show that you\u2019ve actually visited the showroom, or for a retailer that you actually went to the store.\u201d<\/p>\n

Along with a bigger addressable advertising footprint by Comcast, SMG foresees a big move into the addressable TV space by pharmaceutical marketers as soon as the ad formats move from 30 seconds to 60.<\/p>\n

\u201cI think you will see a significant increase in some of the pharmaceutical companies that are willing to do addressable television,\u201d Scheppach says.<\/p>\n

We interviewed her\u00a0at the Videology Full Frontal Conference<\/a> in New York. \u00a0Please watch other videos from Beet’s coverage here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Having rushed to the bottom of the funnel when the agency first executed addressable television ads, Publicis Groupe’s Starcom MediaVest Group has been mining the upper funnel of late and finding potential for marketers beyond autos and financial services. Experience at the bottom of the funnel proved that TV drives actual sales, according to Tracey […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[2775,5138],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38098"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38098"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38098\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38098"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38098"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38098"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}