SAN JUAN, PR\u2013 With all of the different sources of data informing the TV industry, fragmentation is a natural consequence. In a town hall interview with Beet.TV\u2019s Jon Watts at the Beet Retreat in San Juan, Lisa Giacosa, global md of data and analytics for Spark Foundry, explained how some collaboration is necessary in order to create a common lexicon.<\/p>\n

In the \u201850s, the industry was trying to prove that TV worked through things like econometric modeling. By the \u201890s, there was a growing over-excitement at the thought that everything could be measured, yet there’s still no full picture.<\/p>\n

\u201cThere are two reasons why TV attribution is important,\u201d Giacosa said. \u201cOne is that we do need to redress that balance, but two, we need to make sure that we don\u2019t do it in a silo.\u201d<\/p>\n

Giacosa explained that it\u2019s important to look at the consumer experience as a holistic mix. Attribution must be done but within the context of everything else that the industry does and every experience that the consumer has.<\/p>\n

This has become easier in some sense, because there\u2019s no lack of data, but also a bit harder for two reasons. The first is the communal industry lexicon that is used, and the second is the currency.<\/p>\n

\u201cWe\u2019ve been trading off GRPs and old lexicon for quite some time and we\u2019re quite happy with that,\u201d Giacosa said. \u201cBut we need to redress that balance and think about how to take that to not even the future\u2014it\u2019s still years ago at this point that we have to catch ourselves up to get to a place where we have all of that set top box data, all of that connected TV data in one place because at the end of the day TV attribution is not just TV, it\u2019s every video platform.\u201d<\/p>\n

There\u2019s a lot of fragmentation across the industry, and in order to help solve it, there has to be a shift in focus on data costs that come with outcomes.<\/p>\n

\u201cFor me, it\u2019s more about how we connect the dots,\u201d Giacosa said. \u201cHow we collaborate as an industry, and make the data more accessible and more palatable for clients and corporates to get to understand that business, because I think it\u2019s all there, it\u2019s just a case of how we break down the walls, how we bring all that together and bring it across different platforms.\u201d<\/p>\n

Stitching together a common methodology, lexicon, and currency will be the first step needed to make this happen, and Giacosa said that the industry collectively has the people and resources to make that happen.<\/p>\n

A lot of performance advertisers work in small increments, day to day or hour to hour. Brand equity has a huge impact on how fast that works. She cited the success of Peloton in the past several months as an example.<\/p>\n

\u201cThe impact that social media can have on brand equity and how fast it moves really changes how we think about TV attribution because how the brand is performing has an impact also on how it\u2019s going to perform in terms of the TV attribution and the effect that it\u2019s having on your business,\u201d Giacosa said.<\/p>\n

This video was produced\u00a0 at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi.\u00a0 \u00a0For more videos from the series,\u00a0please visit this landing page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, PR\u2013 With all of the different sources of data informing the TV industry, fragmentation is a natural consequence. In a town hall interview with Beet.TV\u2019s Jon Watts at the Beet Retreat in San Juan, Lisa Giacosa, global md of data and analytics for Spark Foundry, explained how some collaboration is necessary in order […]<\/p>\n","protected":false},"author":21,"featured_media":65276,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8235],"tags":[4048,6370,7839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65271"}],"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=65271"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65271\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65276"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}