VIEQUES, PR \u2013 There\u2019s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day.<\/p>\n

These and other insights emerged from a discussion about enhancing the value of traditional TV at the 2017 Beet.TV Executive Retreat. Moderated by MediaLink Managing Partner Matt Spiegel, it featured Arthur Mimnaugh, Head of Advanced Advertising for Adobe, and Marc Siegel, the CRO at advanced TV provider Simulmedia.<\/p>\n

Siegel described the process of using advanced data sets to both predict where people are going to be watching TV and reaching them in a cost-efficient manger. Finding untapped audience potential can be counter-intuitive, as in \u201cWe\u2019re seeing that if you\u2019re a sports enthusiast, there\u2019s plenty of those watching the cookie channel,\u201d Siegel said.<\/p>\n

The goal for Simulmedia is to generate unique audience reach by gauging how many new people a particular ad inventory unit will bring to an advertiser. This is typically a complement to an advertiser\u2019s Upfront or base buy.<\/p>\n

\u201cThere\u2019s certainly a wide debate on what the right attribution model is,\u201d Siegel<\/a> said. \u201cThere is not a one-size-fits all when it comes to measurement.\u201d It can range from a direct-to-consumer brand with lots of data to work with to those in consumer-packaged goods where data sets can have \u201ca little less fidelity.\u201d<\/p>\n

Mimnaugh<\/a> explained how Adobe helps marketers extend the information they already know about the users they already have in order to improve their viewing experiences. \u201cOne big area of focus is the collective group and the value of it,\u201d he said in a reference to Adobe\u2019s Device Co-Op<\/a>, a network to brands to work together to better identify consumers across digital touch points. \u201cSo you can look at ad sequencing and targeting and other types of storytelling, when you\u2019re merging that between what you\u2019re going to do on traditional linear versus what\u2019s actually happening on digital.\u201d<\/p>\n

Asked by Spiegel how advanced is the conversation about consistent consumer ID\u2019s, Mimnaugh said, \u201cI think we are seeing more and more of the notion of a common ID. It\u2019s a process.\u201d<\/p>\n

For his part, Siegel noted that Simulmedia isn\u2019t in the personally identifiable information business. \u201cWhat we\u2019re seeing is CRM\u2019s collapsing with DMP\u2019s identifiers and being able to transfer that over to linear has been a huge move,\u201d he said.<\/p>\n

This video is part of a series produced at the Beet.TV Executive Retreat<\/a> in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

VIEQUES, PR \u2013 There\u2019s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day. These and other insights emerged from a discussion about enhancing the value […]<\/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":[6276],"tags":[5295,5301,3397,5354,5532,5883,6275,6288,6324,2809],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45449"}],"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=45449"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45449\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45449"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45449"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45449"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}