SAN FRANCISCO \u2013 As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. \u201cThere\u2019s still a lot that we\u2019re looking to be able to bring into it,\u201d says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group.<\/p>\n

Within OpenAP<\/a>, Nielsen and comScore are \u201clocked in,\u201d Ruby says in this interview with Beet.TV at RampUp 2018<\/a>. \u201cWe\u2019ve got their MRI fusion datasets, Catalina datasets, the MBI datasets all coming through. With comScore, we\u2019ve got all of their syndicated datasets. So we feel like we\u2019ve kind of got the right breadth of what is an industry standard could be within OpenAP today.\u201d<\/p>\n

What gets \u201creally exciting,\u201d according to Ruby, is being able to move beyond the traditional measurement providers. Options include set-top VOD data, \u201cinto more of the MVPD data that we can actually be leveraging, more specifically the IP connected data\u201d along with data from smart TV\u2019s.<\/p>\n

\u201cReally what it comes down to is we want to enable as many of these datasets as we can so that we can bring them all to an open playing field and then let brands and agencies determine where they\u2019re going to see the most value,\u201d Ruby says.<\/p>\n

And then there is the promise of linear addressable, a key piece of the cross-platform puzzle. \u201cWe\u2019ve managed to be able to really corner it with Hulu, we\u2019re looking at Comcast set-top box VOD and really making inroads there. But more importantly, we\u2019re starting to think about what we can do in the live, linear space and how we can actually start looking at ad versioning and addressable copy splitting in live linear.\u201d<\/p>\n

IP-delivered streaming content poses the potential for one-to-one relationships between brands and viewers. But it gets pretty complex with broadcast TV and in a primetime broadcast environment, according to Ruby.<\/p>\n

\u201cAnd I don\u2019t think that\u2019s a future that we\u2019re going to see immediately, but it is one that we\u2019re starting to really understand how the technology comes together.\u201d<\/p>\n

Audience targeting tends to be \u201cbespoke\u201d on a vertical-by-vertical category basis, with automotive in particular having a longer \u201ctail to purchase\u201d than others. \u201cPeople aren\u2019t necessarily going to see a couple of ads for a new SUV on TV and then immediately go and buy one,\u201d says Ruby. \u201cThey actually need to be identified as in market and not just in market but likely to convert in market and even within that, there\u2019s a much longer tail that you want to look at for performance.\u201d<\/p>\n

Fox is working with auto brands to figure out how to construct campaigns over time while monitoring both the performance of an individual campaign for a awareness of a new sedan model \u201cas well as any particular behaviors of driving greater traffic into dealerships, all the way through to eventually a new lease or a new purchase.\u201d<\/p>\n

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO \u2013 As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. \u201cThere\u2019s still a lot that we\u2019re looking to be able to bring into it,\u201d says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]<\/p>\n","protected":false},"author":17,"featured_media":50481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[5313,5356,5609,6183,6273,7052,7093,7113],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50479"}],"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=50479"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50479\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50481"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}