MIAMI \u2013 If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. \u201cI think we\u2019re at an important transitional moment from the world of content-based advertising, which is TV\u2019s legacy to an audience based television world,\u201d says Jonathan Steuer.<\/p>\n

That transition is \u201cabout three or five or seven percent of the way there,\u201d the Chief Research Officer of Omnicom Media Group opines during a panel discussion at the recent Beet.TV Retreat 2016.<\/p>\n

Steuer<\/a> recalls that when he started in the media business, data availability was a major obstacle. \u201cAnd in particular, the combination of what I would call small data, the data that lets us understand how individuals are using a bunch of different media devices across the day, with what\u2019s now big data,\u201d Steuer explains.<\/p>\n

He defines big data as \u201cthe device-level data that\u2019s giving us very precise mounds of data that\u2019s hard to connect together because you can\u2019t connect it across the different platforms.\u201d<\/p>\n

Even though the industry is on the path to rationalizing the data piece, \u201cThe supply side plumbing is what\u2019s missing to get us all the way to the IP-based, highly targetable, very audience-based future of television,\u201d Steuer says.<\/p>\n

Then he shifts to a food metaphor to address the combination of highly targetable and broad reach options available today.<\/p>\n

\u201cThe problem of today is figuring out what\u2019s the food pyramid of TV circa 2016, 2017 where I can have a balanced diet of my addressable as a sometimes food and still deal with the broad reach,\u201d says Steuer.<\/p>\n

He notes that clients like McDonald\u2019s want to say something to everybody, but \u201cwhat they say to different groups is something advanced television can help them to get to in a more and more focused way.\u201d<\/p>\n

Panel moderator Tim Hanlon, Founder & CEO of The Vertere Group<\/a>, asks Steuer whether traditional media agencies, with their broad-based approach to marketing and media, are up to the task of becoming more data driven.<\/p>\n

By way of response, Steuer says client wins of AT&T and Procter & Gamble by Omnicom\u2019s Hearts & Science<\/a> agency were rooted in the belief that \u201cdata is a key ingredient of the full stack, all the way from how do you inform building the right creative plan and the right messages all the way through to how do you target and measure it.\u201d<\/p>\n

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising<\/a>, an executive retreat presented by Videology with AT&T AdWorks and the 605<\/a>. Please find more videos from the event here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. \u201cI think we\u2019re at an important transitional moment from the world of content-based advertising, which is TV\u2019s legacy to an audience based television world,\u201d says Jonathan Steuer. That transition […]<\/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":[5878],"tags":[4071,4213,4820,4826,5937,5938,5939,5988],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43672"}],"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=43672"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43672\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}