The TV industry is looking at outcomes and attributions \u201cin a unique way right now\u201d to fend off digital and social competitors that have claimed advertising results for which they\u2019re not always responsible, says NBCUniversal\u2019s Mike Rosen.<\/p>\n

\u201cThere\u2019s that old movie expression don\u2019t bring a knife to a gunfight,\u201d Rosen adds.<\/p>\n

Yet so far, that\u2019s exactly what the TV industry has done Rosen, who is EVP, Advanced Advertising & Platform Sales, explains in this interview with Beet.TV contributor Ashley J. Swartz, CEO of Furious Corp.<\/a>, which specializes in linear TV and video yield optimization.<\/p>\n

Digital and social companies in recent years \u201chave really gone after, data, technology, advanced advertising and measurement in ways that the TV industry really never either had the capability to do or never felt the need to do,\u201d says Rosen.<\/p>\n

So he believes \u201cthere\u2019s some catching up to do.\u201d<\/p>\n

Rosen and Swartz were among the featured speakers at last week\u2019s Beet Retreat in the City<\/a>: Television Advances as Consumers Choose, which was held at Meredith Corporation\u2019s Luce Auditorium in Manhattan.<\/p>\n

With assets like NBCU\u2019s Audience Studio, the company has tried to level the playing field by bringing richer data and advanced audience targeting across all media forms\u2014from national linear to addressable, digital, display and video.<\/p>\n

\u201cAnd now we want to go to that sort of sweet spot for the social and digital companies, which is their promise of delivering business outcomes,\u201d Rosen says.<\/p>\n

Like most of his peers, he sees that promise materialize as digital and social companies often taking credit \u201cfor something that may be more about correlation than causation, or sometimes just being in the right place at the right time.<\/p>\n

\u201cWe feel that television has not gotten the credit it deserves for driving so many upper mid, lower funnel actions and behaviors on consumers. If we can get better at demonstrating that, we can get the credit we deserve,\u201d Rosen says.<\/p>\n

Asked by Swartz how traditional media mix modeling comes into play, Rosen\u2019s view is that they\u2019re probalistic models, only as good as the data that gets fed into them.<\/p>\n

\u201cI think part of the problem that we\u2019ve seen is the data could be better, could be more deterministic.\u201d<\/p>\n

To advance its own cause, NBCU can point to advertiser case studies in which a variety of outcomes were measured. They include brand health metrics lift, sales life, driving website traffic, and incremental return on advertising spend.<\/p>\n

\u201cWe\u2019re seeing great results, we\u2019re sharing it, we\u2019re learning form it and I think that\u2019s going to be a huge model for us going forward.\u201d<\/p>\n

This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented by the FreeWheel Council for Premium Video<\/a>. For more videos from the series, please visit this page<\/a>. FreeWheel is a Comcast company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The TV industry is looking at outcomes and attributions \u201cin a unique way right now\u201d to fend off digital and social competitors that have claimed advertising results for which they\u2019re not always responsible, says NBCUniversal\u2019s Mike Rosen. \u201cThere\u2019s that old movie expression don\u2019t bring a knife to a gunfight,\u201d Rosen adds. Yet so far, that\u2019s […]<\/p>\n","protected":false},"author":17,"featured_media":53079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[5267,5395,6181,6696,7265,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53077"}],"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=53077"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53077\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53079"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53077"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53077"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53077"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}