Media companies working together on advanced television audience targeting is \u201ca nice first step.\u201d What needs to happen faster is measurement of content on different devices\u2014not of the devices themselves, says Lyle Schwartz.<\/p>\n

The President of Investment for GroupM North America acknowledges that advertisers know more about TV households than ever before. \u201cThe plethora of data out there is tremendous,\u201d Schwartz says.<\/p>\n

The limiting factor to addressable TV advertising, he explains in this interview with Beet.TV, is not how many houses but \u201cthe amount of available inventory that we can use to reach those people. But I do believe that as the industry grows, more and more money will follow that.\u201d<\/p>\n

Targeted TV is different in that there are various ways to reach particular audiences and apply various data \u201cto really hone in and value the inventory based on what your marketing clients are trying to achieve.\u201d<\/p>\n

Asked for his thoughts on the audience targeting consortium OpenAP<\/a>, which Fox, Turner and Viacom began to roll out this month, Schwartz says the good thing is \u201cis that the media companies are working together, which is something that\u2019s positive. But I need to have more visibility on my side and be able to do stuff behind the curtains, you might say.\u201d<\/p>\n

Using household-level data from Rentrak is one tactic for advanced targeting in which price negotiation is still done based on demographics. Schwartz<\/a> cites a \u201cvalue differential\u201d he can return to clients based on being able buy more of the impressions his clients actually want.<\/p>\n

\u201cI may have 10,000 customers but 3,000 drive 40 percent of my business, and I can now look into things like that,\u201d he says.<\/p>\n

A veteran of innumerable Upfront negotiating seasons, Schwartz says this year\u2019s was better for sellers than some people had anticipated. \u201cI think coming out of the marketplace, demand was a little bit higher than most pundits on Wall Street thought.\u201d<\/p>\n

A major challenge isn\u2019t people shunning TV but not getting good measurement of how and where they are doing so. \u201cWe\u2019re measuring too many times the device and not the content,\u201d Schwartz says. \u201cWe have to move to the content and the ads that are in the content.\u201d<\/p>\n

This video is part of a series of Beet.TV\u2019s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV\u2019s coverage is presented by 4C Insights. Please find additional videos on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Media companies working together on advanced television audience targeting is \u201ca nice first step.\u201d What needs to happen faster is measurement of content on different devices\u2014not of the devices themselves, says Lyle Schwartz. The President of Investment for GroupM North America acknowledges that advertisers know more about TV households than ever before. \u201cThe plethora of […]<\/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":[6839],"tags":[5287,3898,4342,5144,5935,6273,6363],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48410"}],"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=48410"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48410\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48410"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48410"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48410"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}