While it\u2019s clear that the ratings erosion in linear television \u201cdam has broken,\u201d more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group.<\/p>\n

Meanwhile, during this year\u2019s TV Upfront season, \u201cThere\u2019s going to be a much bigger focus on delivery across all platforms,\u201d Steuer adds in this interview with Beet.TV.<\/p>\n

He likens the networks\u2019 embracing audience-buying, platform-based tools to a continuation of the evolution of better TV targeting from the likes of Simulmedia and unwired networks and \u201cpicking up where the TRA platform left off,\u201d a reference to the technology purchased by TiVo before its acquisition by Rovi.<\/p>\n

A big challenge to the buy-side, according to Steuer<\/a>, is stitching together the various network offerings.<\/p>\n

\u201cIn a world where the lines between linear TV and other digitally oriented methods for delivering television programming, whether that\u2019s streaming services or video downloads or on demand from the cable operators, all of that is making it extremely complex to measure audience delivery across multiple providers,\u201d Steuer says.<\/p>\n

Gone are the days of a single TV currency based on Nielsen panel data, which are too small to measure more granular audiences.<\/p>\n

\u201cThe more severe problem is finding those granular audiences across a variety of different platforms and delivery mechanisms,\u201d Steuer adds.<\/p>\n

On-boarding clients\u2019 first-party data has led to many opportunities, but there are limitations to such datasets because they don\u2019t provide a view of the entire marketplace.<\/p>\n

\u201cIt gives you who your current customers are. That first party data is a great suppression mechanism if what you\u2019re trying to do is go fined people who aren\u2019t already your customers.\u201d<\/p>\n

On the plus side, first-party data can easily connect exposure with outcome \u201cbecause you already know on a person level exactly who the people are.\u201d<\/p>\n

This Upfront will be Steuer\u2019s second representing the buy-side, so he offers his thoughts with \u201ca grain of salt required here.\u201d He\u2019s optimistic because given linear ratings erosion, networks aren\u2019t to maintain the status quo while offering patchwork solutions \u201caround the edges\u201d to make up for ratings shortfalls.<\/p>\n

\u201cI think it\u2019s going to be a different dialogue than we\u2019ve had in previous years and one that has much more of a data informed story throughout, because the old way of saying \u2018we\u2019re really strong in 18-34\u2019 doesn\u2019t ring the clients\u2019 cash registers anymore,\u201d says Steuer.<\/p>\n

This video is part of a series The New Marketplace for Television Advertising, presented by dataxu.\u00a0 \u00a0Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

While it\u2019s clear that the ratings erosion in linear television \u201cdam has broken,\u201d more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year\u2019s TV Upfront season, \u201cThere\u2019s going to be a much bigger focus on delivery across all platforms,\u201d […]<\/p>\n","protected":false},"author":17,"featured_media":50267,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7088,1],"tags":[2981,5313,5354,5092,5937,5938],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50109"}],"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=50109"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50109\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50267"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}