Data and its use in advanced advertising targeting continue to be core topics of NewBay Media's Advanced Advertising Conferences. In today’s conference, the impact of data targeting efforts in linear TV spurred discussion about OpenAP, attribution and programmatic.
The major takeaways were as follows:
Legacy Data vs Newer Datasets
To some, legacy data is a paramount measurement tool, offering legitimacy and safety with established, industry accepted standards, quality and auditing. To others, legacy data is holding TV back. “Data is advancing more quickly than our ability to transact on it,” noted Mike Rosen, EVP Advanced Advertising and Platform Sales. “In TV there are so many legacy principles that have been around for decades. Data is happening so quickly that the industry has trouble figuring out how it fits,” he added.
So where does an established TV media company start? "Never start with age and gender," Rosen advised, "Everyone is 25-54 so 25-54 is not a target. What is your outcome for your campaign? Sales? Reach?" Mike Bologna, President of one2one Media, agreed, “If advertising has to be advanced, then the data has to be better than the past. We need different forms of data to best calculate.”
Business Infrastructure is Holding TV Back
Beyond data, it is the legacy infrastructure of the TV business that can impede its advanced advertising growth. Facebook and Google have put TV in a corner as a branding tool. “TV much more powerful than brand building and we tend to get trapped. We say, ‘That is what you do, so just keep doing it.’ But TV offers much more value beyond branding,” noted Rosen.
“We are dealing with a lot of legacy systems and they are not going anywhere. We are trying to reduce friction but it is hard and the least sexiest part of the business,” explained Doug Hurd, Co-Founder, EVP Business Development, clypd. However, Sarah Foss, Chief Product Officer, Advertising Management Systems, Imagine Communications, saw the TV model as more flexible, though it needed some creative re-adaptions. “The business model has always changed. We are multichannel now,” she stated, “We are selling TV to get to audience and devices in different ways. Most of our clients are selling impressions and macgyvering it back into the system.”
Cross Platform Measurement is a Team Sport
There is a lot of talk about "frenemy" companies working together to find solutions. OpenAP is a great example of three major media competitors working together for a common solution. Noah Levine, SVP Advertising Data, Technology Solutions, Fox, explained that OpenAP was designed to offer, “Consistency in audience definitions and sizing, consistency in sharing across sellers and facilitating a mechanism to provide posts from OpenAP data companies such as Nielsen and comScore.”
This collaborative effort might be the tipping point for more joint initiatives. "The industry is ready to work together" to move cross platform measurement forward, according to Jay Prasad, Chief Strategy Officer, VideoAmp. “It’s time to figure it out and to measure impressions,” he added, advocating measurement progress in three steps:
· “Crawl” = getting an age and gender metric across linear and digital.
· “Walk” = measuring advanced targets such as age and gender plus income across linear, addressable, and digital.
· “Run” = Measure any digital target, even advertiser CRM based segments on all video playback formats including the above plus OTT plus VOD plus DVR over an entire flight of a campaign, and not just C3 or C7.
Prasad believes that the adoption of standards is close at hand. He forecast that in the next two years, “Advanced currencies backed by attribution data will replace GRPs and siloed digital measurement.”
Whatever the new technologies and datasets bring to TV and advanced advertising, it will be exciting and will require constant adaption to change. Some companies are getting out ahead of the change by partnering with competing companies. Others are creatively adapting legacy systems to the new normal. Whether we crawl, walk or run, the great takeaway of the day is that we need to do it together.
This article first appeared in CableFax.