MIAMI \u2013 What\u2019s the best way to approach television targeting and measurement? And what\u2019s the value of \u201cwaste\u201d in the form of TV ad impressions?<\/p>\n
These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017<\/a>. Following are some of the more cogent exchanges during a panel featuring senior-level TV practitioners moderated by MediaLink<\/a> Managing Director Matt Spiegel.<\/p>\n Tracey Scheppach, Co-Founder of Matter More Media<\/a>, said waste is going to exist and when it does, there should be a lower CPM. Her take on planning starts with a client\u2019s first-party data:<\/p>\n \u201cI bump that up against addressable linear inventory, addressable VOD inventory, network index buys. Pretty much not using age and gender, but still price it out. We then look at where is the most economical place to reach the true target. Convert everything to an ECPM and look at what channels are driving conversion and adjust.\u201d<\/p>\n Matt Bayer, SVP, Advanced TV & Cross Screen at Cadreon\/IPG<\/a>, said everything starts with KPI\u2019s and defining the role of addressable video or TV:<\/p>\n \u201cIf CRM underpins those audiences, great. Doing a deep dive on CRM discovery is a great exercise but I think you have to first start with the role that it\u2019s playing within the context of your comms plan and then back it up from there.\u201d<\/p>\n Defining waste seems to be in the eye of the beholder. Here\u2019s the perspective offered by Jonathan Bokor<\/a>, Director, Precision Video, Publicis Media Exchange:<\/p>\n \u201cIt may be that some of your true target is in the waste. That waste in demo targeted TV is free. When you\u2019re buying a targeted advanced TV buy like an addressable TV buy, you don\u2019t get any of that free waste. All of that has to be taken into consideration.\u201d<\/p>\n Jason Harrison<\/a>, President of Team Arrow Partners, the agency dedicated to retailer Target, looks at everything based on return on ad spend. \u201cThat\u2019s kind of the equalizer across all the different things we could spend money on. We also look at sales per impression, which is a measure that is irrespective of cost. Waste is actually paying a role that we don\u2019t fully understand in driving returns.\u201d<\/p>\n