MIAMI \u2013 If the folks at Eyeview are correct, there\u2019s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. \u201cEveryone\u2019s going to eventually move to outcomes,\u201d says Brian Katz, the company\u2019s VP of Advanced TV Insights & Strategy.<\/p>\n
\u201cThe CMO\u2019s on the marketing side are being held more accountable than ever for the bottom line and care about driving those outcomes,\u201d he adds in this interview at the recent Beet Retreat Miami 2017<\/a>.<\/p>\n Katz\u2019s background includes linear TV\u2014stints at NBCUniversal in research initiatives for ad sales and then Oxygen Media\u2014before moving on to TiVo to help networks advance their data solutions.<\/p>\n \u201cNow that TV technology has allowed us to reach viewers on a more one to one basis with addressable television and connected television, Eyeview is primed for that space,\u201d he says by way of explaining his joining the company not quite a year ago.<\/p>\n Eyeview<\/a> has centered its efforts on four categories: automotive, consumer packaged-goods, retail and travel. Having achieved real-time results with business outcomes on the digital side, it\u2019s now being asked to \u201capply that to a less real-time platform like TV.\u201d<\/p>\n A lack of internal synergy at agencies is one factor that has hampered progress, but Katz<\/a> sees that changing. While some agencies have created cross-platform groups, \u201cthere are many that haven\u2019t yet and I think we\u2019re going to see a lot of that shift in the coming years.\u201d<\/p>\n Another trend is media, creative and the investment teams \u201ccoming under one roof because people are understanding that data and creative need to be together to help better advertising and better results.\u201d<\/p>\n As more publishers gain access to addressable TV inventory, \u201cwe\u2019ll see a lot more of that creative personalization.\u201d<\/p>\n One of the positives about TV versus digital, according to Katz, is \u201cthere\u2019s no fraud there. It\u2019s all premium content.\u201d<\/p>\n