Five years ago, advanced television \u201cwasn\u2019t a thing.\u201d It was just starting to come into existence \u201cand now this is a core piece of many publishers\u2019 product offerings,\u201d says Travis Scoles, a Partner at advertising and marketing data science firm Schireson<\/a>.<\/p>\n

Where advanced TV goes in the next five years is one of the topics of conversation in this Beet.TV interview with Scoles at the recent WideOrbit<\/a> Connect conference.<\/p>\n

At its core, advanced TV connects advertisers\u2019 marketing goals to the way they buy media on television, according to Scoles. Regardless of their target audience and beyond being \u201chyper focused\u201d on the ideal consumer, \u201cit really has to dovetail on their overall sales strategy.<\/p>\n

\u201cYou can take what you\u2019re trying to do from your corporate marketing strategy writ large and have it reflect in the way that you buy media.\u201d<\/p>\n

Identifying consumers of interest cherry picking media by viewership patterns drives efficiency. \u201cAnd that\u2019s probably the most similar concept to how digital targeting is thought about,\u201d Scoles says.<\/p>\n

But with the way that linear TV schedules are made, audiences can be measured across long periods of time, for example a three-month campaign. \u201cYou also have a lot more flexibility to change the definition of targeting to go beyond touching as many of these important consumers as possible to a multifaceted strategy.\u201d<\/p>\n

One campaign phase could focus on reach, another on driving frequency, \u201cand at the end of it we want to see how it all compiles back together to fit overall brand strategy,\u201d says Scoles.<\/p>\n

Using data and consumer targeting is hardly new to marketing, so what might seem like new conversations aren\u2019t. \u201cYou\u2019re tapping the conversations that are already happening. These are part of the marketing departments. In the past, they could do a bunch of great work to understand who our ideal consumer segment is, and then there was not a ton you could do about it, especially on linear TV.<\/p>\n

\u201cThe way the conversation has shifted is now you can bring those people into a meeting that involves talking about a media buy and say, \u2018all the work that you\u2019ve been doing, we can talk about that with you now as well and we can help you activate against that.\u2019\u201d<\/p>\n

Over next five years, trends and conversations will center on being more transparent marketing strategy from the advertiser\u2019s perspective, according to Scoles. \u201cBe more adaptable to snapping towards those strategies on a publisher and agency side. That\u2019s where I think we\u2019re going to continue to see a lot of growth. The more transparent you are, the more people can partner with you and help drive your end goals.\u201d<\/p>\n

This video is part of a Beet.TV series on advanced TV produced at the WideOrbit Connect conference. WideOrbit is the sponsor of this series. Please find more videos here<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Five years ago, advanced television \u201cwasn\u2019t a thing.\u201d It was just starting to come into existence \u201cand now this is a core piece of many publishers\u2019 product offerings,\u201d says Travis Scoles, a Partner at advertising and marketing data science firm Schireson. Where advanced TV goes in the next five years is one of the topics […]<\/p>\n","protected":false},"author":17,"featured_media":57446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7398],"tags":[7395,7666,7667],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57362"}],"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=57362"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57362\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57446"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57362"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57362"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57362"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}