The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that\u2019s exactly why direct-to-consumer brands are flocking to it. And, dataxu\u2019s Mike Baker predicts in the walkup to CES 2019<\/a>, more of the biggest agencies will join in this year, as have many small and mid-size agencies.<\/p>\n

\u201cWhat\u2019s different about them is they come to the TV investment process with data of their own\u201d typically consisting of e-commerce conversion data, CEO Baker says of direct-to-consumer marketers. Dataxu\u2019s OneView identity and data management platform can \u201cturn that into a TV plan,\u201d he explains in this interview with Beet.TV.<\/p>\n

\u201cThat\u2019s one of the big trends in advanced TV in 2019 and it\u2019s one of the reasons why we\u2019ve seen our revenue go up forty times year over year from connected TV.\u201d<\/p>\n

Already comfortable with a data-driven marketing process, newer users of the company\u2019s TouchPoint demand-side platform seek to leverage all of their online and mobile data in new channels.<\/p>\n

\u201cMany of them have seen things like Facebook or Google search sort of saturate as a play for conversions, and so they\u2019re very interested in not only the branding aspects of TV but also the ability to drive return on investment for new customer acquisition.\u201d<\/p>\n

Nine years ago, long before the concept of advanced TV, demand-side platform TouchPoint was dataxu\u2019s starting point. Along the way the company found that most marketers had a problem with connecting the dots between targeting and measurement on PC\u2019s and mobile phones. OneView<\/a>, which solves for this and can now factor in streaming devices and connected TV, \u201chas really been the center point of our growth in TV and addressable TV,\u201d Baker says.<\/p>\n

Consumer device identity is a problem shared by the sell-side, as evidenced by dataxu\u2019s involvement with media sellers like Sky in the U.K. \u201cSo on the sell-side, we\u2019re increasingly working with some of the big media companies to help them on attribution and media planning that merges digital and linear data.\u201d<\/p>\n

In addition to direct-to-consumer brands, agencies with billings between $50 million and $100 million that never developed big TV teams, are bringing some of their clients into advanced TV. Baker predicts that some of the biggest agencies will be joining in as well.<\/p>\n

\u201cWhat\u2019s been holding them back has been a little bit of uncertainty around who owns converged TV\u201d within those agencies, Baker<\/a> says.<\/p>\n

As for a misconception that advanced TV cannot be done at scale, he adds, \u201cI think at CES we\u2019ll be talking a lot about the fact that you can and a lot of people are doing it today.\u201d<\/p>\n

Update: NBCU\u2019s Yaccarino Issues Call To Action On Advertising Standards<\/strong><\/p>\n

On Jan. 7, NBCUniversal sales chief Linda Yaccarino cited \u201cprivacy issues, data misuse, measurement chaos and brand safety neglect\u201d at \u201cmajor digital advertising platforms\u201d while seeking industry unity for high business standards.<\/p>\n

\u201cFor decades, audiences have loved premium content, and advertisers have trusted networks\u2019 multiscreen advertising ecosystems,\u201d Yaccarino said in an article<\/a> published on the NBCU website. \u201cThat\u2019s why the premium media industry has refused to compromise its core values for how that content is created and distributed, even as we disrupt legacy mindsets and reinvent how we operate.\u201d<\/p>\n

Among other benefits, lowering barriers to entry for marketers to engage in TV advertising has attracted direct-to-consumer brands, Yaccarino noted.<\/p>\n

\u201cAlready what had been an exclusive space for established companies is now welcoming a wave of entrepreneurs whose disruptive brands had long been at a disadvantage against larger incumbents. But here\u2019s the best part: The marketplace is opening up without any compromises on consumers\u2019 or brands\u2019 safety.\u201d<\/p>\n

She called for all media publishers, agencies and platforms \u201cto raise standards to let a safer, smarter, more accessible advertising ecosystem take flight.\u201d<\/p>\n

This video is part the Beet.TV preview series \u201cThe Road to CES 2019.\u201d The series is presented by dataxu<\/a>. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that\u2019s exactly why direct-to-consumer brands are flocking to it. And, dataxu\u2019s Mike Baker predicts in the walkup to CES 2019, more of the biggest agencies will join in this year, as have many small and mid-size agencies. \u201cWhat\u2019s different […]<\/p>\n","protected":false},"author":17,"featured_media":58210,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5279,3803,5747,5748,6766,6975,7737],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58208"}],"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=58208"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58208\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58210"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58208"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58208"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}