Data has reshaped the buy and sell sides of the advertising industry, as traditional channels begin to adopt digital tools. This shift in dynamic has meant the industry has had to evolve as well, and Spectrum Reach and Horizon Media are two such companies rethinking their strategies in a period of ongoing change.<\/p>\n

At the Beet Retreat in New York City in November, hosted by Horizon Media, Furious Corp CEO Ashley Swartz spoke to a panel of women currently navigating advertising\u2019s continuing changes: Kim Norris, gvp of digital and advanced advertising sales at Spectrum Reach; Caroline Horner, svp of product management at 605; and Samantha Rose, svp of video at Horizon Media all discussed how data has changed the advertising industry, the challenges it\u2019s raised, and what\u2019s still to come.<\/p>\n

\u201cWe\u2019ll see evolution across all verticals\u201d<\/strong>
\nNorris says that right now, \u201cdemand outstrips supply\u201d when it comes to advanced advertising, but that the marketplace is catching up through experimentation and learning. As first-party data for tune-in viewership data has changed how tune-in marketing operates, \u201cwe\u2019ll see evolution across all the verticals,\u201d Norris says.<\/p>\n

Horner, who saw through early digital advertising models during the dot com boom before moving on to positions on both sides of the market. Most significantly so far, Horner says, data and attribution marketing has changed the role of the marketer.<\/p>\n

\u201cIt was incredible to see how fast real, deterministic data affected the marketer. We had to re-up relationships and sales processes because they saw real data,\u201d says Horner. \u201cThat delight and experience \u2013 you know you\u2019ve made a difference and that\u2019s what data has done. We\u2019ve been riding that over the last 15 years.\u201d<\/p>\n

Growing pains<\/strong>
\nWhile data has infiltrated advertising strategies, Horner\u2019s observed that the sell side has been slower to adapt to new capabilities and approaches influenced by data. While marketers on the buy side quickly realized how data was making advertising work better for them \u2013 and how the money would follow \u2013 Horner says the sell side had to be \u201cdragged into it,\u201d but are now used to \u201cheavier and heavier analytics.\u201d<\/p>\n

But when the agency\u2019s jobs depend on convincing networks, platforms and marketers that the data will help, the stakes are high, says Rose. \u201cWhat we don\u2019t want to do is have something not work and then deter someone from moving forward. In this more addressable [market], whether it\u2019s MVPD or digital, a wasted impression is wasted. In this area where we\u2019re growing we want to get it right.\u201d<\/p>\n

Data-specializing partners, like Ampersand and 605, can help add a support network with the goal of getting advertising from operating like one-to-many fishnet to a one-to-one fishing line, says Swartz.<\/p>\n

Where it\u2019s headed<\/strong>
\nRose adds that while one-to-one remains a goal to reach, addressable is still in its infancy, and some brands are looking for the mass reach that linear TV provides. \u201cI hate to say it cause it\u2019s a term we always use, but it\u2019s not one size fits all,\u201d she says.<\/p>\n

As the space does mature, Horner notes that trust is going to be one of the most important factors when it comes to data sharing and making sure customers aren\u2019t concerned about privacy. That will entail working with the right partners and legitimizing the industry and, as Norris adds, setting standards.<\/p>\n

\u201cWe have to get standards,\u201d she says. \u201cWe need to make sure we have clear definitions, that it\u2019s as standard as possible.\u201d<\/p>\n

Beet Retreat In The City @ Horizon Media<\/a>\u00a0is presented by 605 and Spectrum Reach.\u00a0<\/em>For more videos from the event,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Data has reshaped the buy and sell sides of the advertising industry, as traditional channels begin to adopt digital tools. This shift in dynamic has meant the industry has had to evolve as well, and Spectrum Reach and Horizon Media are two such companies rethinking their strategies in a period of ongoing change. At the […]<\/p>\n","protected":false},"author":21,"featured_media":63822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8210],"tags":[3585,5883,6922,7951,7959,8214],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63820"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63820"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63820\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63822"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63820"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63820"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63820"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}