AT&T\u2019s more than 170 million consumer relationships\u2014north of 140 million of them in the mobile space\u2014generate a ton of data. For Turner, the data from those relationships will be the basis for optimizing and guaranteeing campaigns based on business outcomes.<\/p>\n

Such guaranteed optimization could emerge by late this year or early 2020, Turner\u2019s Dan Aversano explains in this interview at the recent Beet.TV leadership forum<\/a> titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World.<\/p>\n

By combining behavioral and viewing data from AT&T\u2019s digital and television assets \u201cwe can now add in some fairly simply analytics to understand when and where people are exposed to ads and then use causal analytics to actually prove that they\u2019re taking an action,\u201d says the SVP of Ad Innovation & Programmatic Solutions.<\/p>\n

An example in the auto industry could be \u201cbeing able to prove the visitation that\u2019s driven to a particular auto dealership because of the campaign they ran on TBS or a campaign they ran on CNN Go,\u201d says Aversano. \u201cThat\u2019s step one. Step two, where this data gets really interesting is how we start to make it actionable.\u201d<\/p>\n

Many advertisers are unsure exactly who they should be targeting or uncertain when it comes to building audience segments. Those in themselves have typically consumed many weeks of conversation.<\/p>\n

\u201cNow that we have these analytics that we\u2019ve built and we\u2019re automating them so they\u2019re fast and fairly inexpensive for us to run, we can do that at scale.\u201d Analyzing historical campaigns to understand who actually converted provides a \u201cseed set\u201d that can be modeled up. \u201cNow I have an ROI-defined segment,\u201d Aversano adds.<\/p>\n

Moving even higher up the value chain is the ability to optimize media campaigns based on output. \u201cThis is where you forget about the who for a second.\u201d Historical data from Turner media can show \u201cwhen I put this brand\u2019s ad here, how many people go to the dealership, two people for this unit, three people for this unit.<\/p>\n

\u201cSo all of a sudden, now I\u2019m building a media schedule not based on how many impressions or GRP\u2019s it\u2019s going to deliver against a demo or segment, but based on how many actual physical location visits you\u2019re going to get. It\u2019s optimizing for the actual outcome.\u201d<\/p>\n

If all goes by plan, Turner could end up providing outcome guarantees by the end of this year or early next year.<\/p>\n

Asked by interviewer Howard Shimmel<\/a>, President of Janus Strategy and Insights, how all the data can help to inform advertising from top to bottom of the purchase funnel, Aversano says \u201cPutting that puzzle together is really, really tricky.\u201d Backed by a lot of proprietary research into, among other things, consumer journey mapping, \u201cWe\u2019re pushing hard on it.\u201d<\/p>\n

This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

AT&T\u2019s more than 170 million consumer relationships\u2014north of 140 million of them in the mobile space\u2014generate a ton of data. For Turner, the data from those relationships will be the basis for optimizing and guaranteeing campaigns based on business outcomes. Such guaranteed optimization could emerge by late this year or early 2020, Turner\u2019s Dan Aversano […]<\/p>\n","protected":false},"author":17,"featured_media":59316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[3898,4071,7098,7696,7870],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59314"}],"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=59314"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59314\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59316"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}