LAS VEGAS \u2013 Turns out you don\u2019t have to be on Wall Street to run a futures market. It\u2019s happening every day in the traditional linear television business, according to Turner\u2019s EVP of Client Strategy\u00a0& Ad Innovation.<\/p>\n
\u201cUnlike digital, we\u2019re actually working in a futures market,\u201d says Michael Strober by way of explaining Turner\u2019s audience targeting process. \u201cEverything we do has to be projected or estimated looking forward.\u201d<\/p>\n
During a break at CES 2017<\/a>, Strober relates in an interview with Beet.TV how Turner has been providing advanced audience targeting for several years and has over a hundred different schedules to show for it.<\/p>\n \u201cWhat we\u2019re finding is that we can actually zero in on the audiences that our clients care about most in a linear fashion,\u201d Strober<\/a> says. \u201cIt doesn\u2019t have to be addressable. We can do it in traditional linear television.\u201d<\/p>\n Turner uses a proprietary algorithm and a model that provides audience estimates using historical indices. In addition, the company takes into account \u201ca myriad of other variables\u201d to identify desired audiences, according to Strober.<\/p>\n \u201cThe Algorithm goes through our inventory and will help isolate those particular shows limited to the half hour of each day of the week where a marketer\u2019s audience would most likely be,\u201d Strober explains.<\/p>\n The resulting schedule is trafficked in the same way as a traditional Nielsen demo-guaranteed schedule.<\/p>\n \u201cWhen we get the findings afterward, we usually see a significant lift in the intended audience they care about most. On average it\u2019s been about a 21 percent lift in that target,\u201d says Strober.<\/p>\n Asked how Turner determines business outcomes resulting from a particular schedule, Strober says it requires fusing consumer behavioral data with viewership data.<\/p>\n \u201cThe fact that we can now apply data and analytics to linear television in ways that have never been done before I think is an enormous opportunity for both our clients and our agency partners to get on board,\u201d Strober says.<\/p>\n This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 Turns out you don\u2019t have to be on Wall Street to run a futures market. It\u2019s happening every day in the traditional linear television business, according to Turner\u2019s EVP of Client Strategy\u00a0& Ad Innovation. \u201cUnlike digital, we\u2019re actually working in a futures market,\u201d says Michael Strober by way of explaining Turner\u2019s audience […]<\/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":[6105],"tags":[5313,3898,5883,6003,6122],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44230"}],"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=44230"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44230\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44230"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44230"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44230"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}