MIAMI \u2013 Finding needles in hidden haystacks just might be the best metaphor for the current state of cross-platform targeting. As was evident during a panel discussion during the recent Beet.tv Retreat 2016, approaches vary by company and are limited to the best data sources until better ones come along.<\/p>\n

For Sorenson Media<\/a>, which uses data from smart television sets from partners that include Samsung, the main focus is that first screen. \u201cThat said, especially when you take an addressable approach, it kind of makes a lot of sense when you serve something on the first screen to follow up on the second screen,\u201d says Stefan Maris, the company\u2019s VP of Product Marketing & Partnerships.<\/p>\n

Because Samsung has a device graph, it knows exactly what kind of devices are connected to the television and all the devices in the same household. So it knows the impression level data of exposure in the households and can use it to retarget those same devices.<\/p>\n

\u201cThose two worlds are definitely coming together,\u201d Maris says in response to a question from moderator Ashley J. Swartz of Furious Corp.<\/a> \u201cIn our view and our vision, TV is always leading. And then the second screen activation or extension if you like is always on top of that.\u201d<\/p>\n

Simulmedia<\/a> has made big strides in measuring cross-platform exposure through its work with Facebook, showing reach across the social network and TV, according to Jeff Storan. Advertisers get a unified view of the audience they\u2019re targeting on Facebook and how they\u2019re reaching it with TV ads.<\/p>\n

\u201cFor TV networks, they also get to see how those two mediums are working together to convert audiences to tune into their programming,\u201d says Storan, who is Simulmedia\u2019s VP of Marketing.<\/p>\n

Device graphs and various data sets are fine for Joan Fitzgerald, VP of Product Management & Business Development at TiVo<\/a>. \u201cBut then you have to build in a lot of custom targets and first-party targets, and I think that\u2019s where things just slow down a little bit,\u201d she says.<\/p>\n

Noting that an unduplicated reach curve isn\u2019t about to happen, Swartz asks about the limits of set-top box data in cross-platform planning. Does one just keep overlapping data sets \u201cuntil you go from approachable audience with a net of two million to five moms in Duluth?\u201d she says.<\/p>\n

\u201cI think creating more and larger single-source panels for the purpose of cross-media measurement is the path we have to take,\u201d says Storen.<\/p>\n

The reality is that advertisers are tracking against both age\/gender targets and other targets defined by external data, according to Fitzgerald.<\/p>\n

\u201cWe\u2019re in this transition period,\u201d she says. \u201cYou\u2019re looking at the performance of that audience target over time and you\u2019re experiencing the benefits of doing this kind of media planning optimization,\u201d adds Fitzgerald. \u201cBut you\u2019re delivering on both of these targets.\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 Finding needles in hidden haystacks just might be the best metaphor for the current state of cross-platform targeting. As was evident during a panel discussion during the recent Beet.tv Retreat 2016, approaches vary by company and are limited to the best data sources until better ones come along. For Sorenson Media, which uses […]<\/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":[5354,3976,5088,5092,5111,5507,5928,5946,5995,5996,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43749"}],"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=43749"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43749\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}