TEGNA\u2019s new partnership with Alphonso\u00a0 provides advertising campaign attribution across linear television and OTT \u201cin one fell swoop\u201d and enhances the local station group owner\u2019s consultative sales approach, says VP of Sales Intelligence Jessica Daigle.<\/p>\n

\u201cWe\u2019ve entered into a new era where people are not buying platforms. It\u2019s not just TV is the only game in town,\u201d Daigle says in this interview with Beet.TV. \u201cThey\u2019re really looking to buy outcomes. You want to make sure that your local grocery chain or furniture store is actually making money, their businesses are thriving.\u201d<\/p>\n

Noting that media agency Horizon Media recently indicated a preference for 50% of its TV buys to be based on business outcomes over the next several years, Daigle adds, \u201cThat\u2019s a big challenge for the agencies and I think the media community at large. But it\u2019s indicative of where our clients are expecting us to go and so where we\u2019re focused on going.\u201d<\/p>\n

In April, TEGNA disclosed that it had chosen Alphonso\u2019s<\/a> data and analytics to show the effectiveness of linear TV and OTT, as Broadcasting & Cable reports<\/a>. That followed months of pilot testing that have produced encouraging results, according to Daigle.<\/p>\n

\u201cIt\u2019s been overwhelmingly positive,\u201d she says.<\/p>\n

The three KPI\u2019s that TEGNA can now track are reach extension, website traffic and retail visitation using information about viewer location.<\/p>\n

Alphonso uses data from smart TV\u2019s in more than 30 million households to give a second-by-second view of where national ads appear and alongside which programs, among other insights. In Houston, for example, Alphonso\u2019s footprint is some 800,000 households while Nielsen measures 800, according to Daigle.<\/p>\n

\u201cThe amount of data is just mind boggling, so that\u2019s one of the reasons we\u2019re partnering with them.\u201d<\/p>\n

A standard local TV buy might reach one million households on linear, 200,000 on OTT \u201cand maybe low single digits, four percent of TV viewers also saw OTT.\u201d This shows 160,000 incremental homes by adding OTT. \u201cIt\u2019s a pretty compelling case for why you need both.\u201d<\/p>\n

At this point, there\u2019s far more data to corral beyond the three main KPI\u2019s than can be used easily and instantly.<\/p>\n

\u201cOur goal is to make this really simple,\u201d Daigle explains. \u201cI don\u2019t want to get kicked out of a car dealership by making it too complicated. It\u2019s not a one-stop-shop solution. We\u2019re not going to run a campaign, get the results and then turn everything we\u2019ve ever known around just based on these results.\u201d<\/p>\n

While digital media like social and search are constantly being optimized based on ad results, \u201cif every month we\u2019re able to make tweaks here or there and increase the yields of all of our clients’ campaigns, they\u2019ve been pretty excited about that idea.\u201d<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>. Premion is a unit of TEGNA.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

TEGNA\u2019s new partnership with Alphonso\u00a0 provides advertising campaign attribution across linear television and OTT \u201cin one fell swoop\u201d and enhances the local station group owner\u2019s consultative sales approach, says VP of Sales Intelligence Jessica Daigle. \u201cWe\u2019ve entered into a new era where people are not buying platforms. It\u2019s not just TV is the only game […]<\/p>\n","protected":false},"author":17,"featured_media":60399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[3585,7089,7401,7955,7980],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60397"}],"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=60397"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60397\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60399"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}