Brian Katz, VP, Advanced TV Insights & Strategy at Eyeview started out as a researcher at Paramount Domestic Television and then at NBCU in the early days of SVOD platforms. “I always loved turning data into insights and strategy, so when set-top box data became a marketplace option, I jumped to TiVo who had one of the richest single-source datasets in the business,” he explained. Then to EyeView which has “a more HH addressable/outcomes based approach” based on creative personalization in video marketing and targeting across all screens (desktop, mobile, Facebook, Advanced TV).
Charlene Weisler: What is the difference between addressable and advanced TV?
Brian Katz: Addressable TV is a segment of Advanced TV and Advanced TV falls into three buckets:
Programmatic TV: The automation of TV buying in an open marketplace. Targeting in this scenario is index-based buying, meaning we know which programs/networks are ‘most likely’ to deliver a certain consumer audience, but this method is currently both inefficient (as it delivers non-target viewers as well in the same content) and does not allow us to control for outcomes and drive ROI.
Connected TV: This solution is more mature than programmatic and a good way of reaching younger audiences who have cut the cord. Unfortunately, since there are no cookies and limited device ID information available, we do not have the flexibility for targeting and measurement as we do with Addressable TV.
Addressable TV: Through MVPDs, the ability to access to ad inventory to serve a relevant HH personalized creative for a product consumers want. This is the most robust and efficient Advanced TV option in that one can target to a specific HH with relevant creative based on available data attributes, and push them through purchase funnel.
Charlene Weisler: Is there an optimal way to use Advanced TV? Does it vary by category or advertiser?
Brian Katz: Yes, Addressable TV is currently the most optimal due to the more mature targeting and measurement capabilities. This together with desktop, mobile and Facebook is extremely powerful.
Charlene Weisler: What metrics are most important to you? And why.
Brian Katz: We believe upper funnel KPIs such as awareness are important, but we work on optimizing video across screens to drive consumer purchase and in-store visitation. The recent industry moves from demographic buying to audience-based buying confirms this position on the importance of sales outcomes.
Charlene Weisler: How can you merge results across platforms?
Brian Katz: Good question! We work with great data partners—whether that means bridging a client’s CRM data with Acxiom, Experian and LiveRamp—or utilizing third party data with Catalina, Cardlytics and geo-location. These relationships enable us to bring one targeting and measurement methodology to client campaigns.