LAS VEGAS \u2013 Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it.<\/p>\n

The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017<\/a> conducted at the OMD Oasis<\/a> at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom Media Group and Turner Broadcasting.<\/p>\n

Moderator Matt Spiegel of MediaLink started the dialogue by stating \u201cWe don\u2019t seem to making a lot of progress\u201d in using data to deliver specific creative iterations to specific consumers.<\/p>\n

\u201cSome of that comes from the fact that measurement is still inherently broken,\u201d said 605<\/a> CEO Kristin Dolan. She added that even measured at the segment level, a panel is not going to tell you whether your creative is good. \u201cIt will tell you that the one person who represents all the other people that are supposed to look like that person thought the creative was good or wasn\u2019t good,\u201d said Dolan.<\/p>\n

Spiegel opined that dynamic ad targeting is \u201ca soap box we should all be championing. You\u2019re filming all this great video content. It seems way too hard to create five versions and be able to run them.\u201d<\/p>\n

Michael Strober, EVP, Client Strategy & Ad Innovation at Turner, suggested reversing the cart and horse lineup. It would involve finding a way to identify an audience or segment and deriving insights based on certain things that are attracting that segment. This would both inform the creative brief and how the creative should be delivered.<\/p>\n

\u201cAs opposed to we have the creative and which one should we allocate it to. I don\u2019t know how that gets done,\u201d Strober said.<\/p>\n

\u201cIt\u2019s about starting from the beginning of the process, which is the creative brief, and thinking about the audience targets and thinking about them together,\u201d said Jonathan Steuer, Chief Research Officer at Omnicom Media Group. This would yield \u201cthe ability to incrementally check your work along the way.\u201d<\/p>\n

There is much inertia supporting the current status quo of television ad buying, said Strober, wherein much inventory is purchased in advance every year during the Upfronts.<\/p>\n

\u201cWe have to move to a more campaign-based approach where we\u2019re constantly measuring and optimizing and iterating,\u201d said Strober. \u201cThat\u2019s just not there yet because of the measurement and the ROI metrics.\u201d<\/p>\n

To Denise Colella, SVP, Advanced Ad Products & Strategy at NBCU, it\u2019s about taking baby steps toward a common goal. \u201cWe have to crawl before we run,\u201d she said, adding that getting her clients to work with her to understand which format they want to use with which targeting capability \u201cI think would be a tremendous improvement.\u201d<\/p>\n

Dolan related how a couple of years ago, her Cablevision Systems Corp. was assisting Madison Square Garden promote a boxing match featuring a Russian boxer. No one had considered running a Hispanic version of a TV spot until Dolan pointed out that \u201cHispanics buy tickets to boxing and watch it on TV.\u201d<\/p>\n

The eventual Hispanic version of the ad created \u201ca lift because we took a product that we knew appealed to a particular segment,\u201d said Dolan. \u201cJust even getting people to consider doing something different from the way they\u2019ve always done it isn\u2019t that much more expensive and can result in some learning.\u201d<\/p>\n

This video was produced as part Beet. TV\u2019s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it. The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017 conducted at the OMD Oasis at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom […]<\/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":[6105,6154],"tags":[3397,5149,5532,5883,5916,5937,5938,6003,6019,6040,6122,6142],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44320"}],"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=44320"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44320\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}