Working Together to Find Solutions … While Remaining Competitive. The Advanced Advertising Summit

At last week’s Advanced Advertising Summit in New York, Dan Aversano shared his version of an “ah ha” moment: the key to success for OpenAP will be building scale, consistency and simplicity. The Senior Vice President of Ad Innovation and Programmatic Solutions for Turner Ignite was just one of the speakers reporting on how data can best be used in advanced television advertising at the B&C/Multichannel News conference.   

Panels focused on a range of data, measurement and industry initiatives that highlighted the frenetic and changing landscape for marketers and media, each with a common theme of making data-driven targeted advertising more effective. 

Cross corporation partnerships is a significant step forward. In addition, the industry can benefit from monitoring data usage, creating industry standards and protocols and using data in an ethical manner. 

OpenAP – An Update

In talking about OpenAP, Aversano was joined by Noah Levine, Senior Vice President, Advertising Data and Technology Solutions, Fox and Gabe Bevilacqua, Senior Vice President, Product Management Advanced Advertising, Viacom. Aversano went on to say that media companies can work independently and reach their own, great solutions but they will all be different and difficult to merge. The ‘ah ha’ realization can take OpenAP from a custom solution to an industry standard.

“OpenAP focuses on linear TV,” added Levine, “and makes it easy to transact on the same ad across optimized linear.” It enables all types of advertisers, from short purchase cycle CPG to longer cycle Automotives, to better achieve their goals beyond adults 25-54. “We are bringing new types of advertisers to the table, which is critical to continued success of TV. Also, it allows us to improve the end user viewer experience. Long term goals include lowering the ad loads and offering different types of ad experiences,” he concluded.

The partnering of frenemy companies is both new and welcome. Bevilacqua noted, “We are extremely competitive and want to deliver the best results for our clients but we won't win by coming up with our own definitions. It doesn't scale this business for any of us. So we can agree and still have our lanes. There is a lot of land out there that is right spot for us to compete.” Currently OpenAp has 30 agencies on-boarded in time for this upfront.

Attribution

The best industry standard attribution model for media continues to be elusive, but there are many media experts focusing on the issue. Data+Math is a TV metrics company that focuses on TV attribution. John Hoctor, Co-founder and CEO, explained, “We take exposure data from Smart TVs and Set Top Boxes and connect exposure data anonymously to other datasets.” 

Adam Gaynor, Vice President, Advertising and Data Solutions Sales, AMC, found this data output useful, “Now we can help tie what brand is trying to do. And it adds extra elements of insights. TV works and now we are able to prove it.” But for Keith Kazerman, Group Senior Vice President, Client Solutions, Discovery, the question is, “How do we standardize measurement? Eighty percent of questions from clients are about how we can do better than yesterday. How can we measure outcomes?” Attribution is table stakes - not across categories, but by clients. “For example, financial clients demand attribution,” stated Kazerman.

The biggest untapped targets for this next TV Upfront are, according to Gaynor, measurement, technology and collaboration. “We need to work together as an industry to find solutions,” he added. For Kazerman, the target is “Standardization. Make it efficient.”

Optimism in the industry is high ... and focused on data and how it maps the consumer journey. “2018 is the year of audiences. And attribution is another tool that enables us to see what happens. It all gets us further down the funnel,” concluded Gaynor.

Conclusion

The core takeaway for me is that the media industry needs to exert both optimism and vigilance. “Optimism” that this continuous industry evolution is beneficial and creates opportunities to better serve consumers and improve the overall business model. “Vigilance” that the data we use is not only scientifically fact-based but also appropriate for the analysis and ethically obtained.

This article first appeared in www.MediaVillage.com

Data is a Multi-Faceted Gem With Sharp Distinctions

The world of advanced advertising is expanding in terms of attention and participation. There are more opportunities for advertisers to improve performance and for content providers to maximize the value of their inventory. A range of industry speakers outlined all these new initiatives at the recent MultiChannel B&C Addressable Advertising conference. The conclusion? It all comes down to data.

In discussions involving the use of data in advanced advertising or programmatic and across the myriad of proprietary data initiatives being offered by content companies, it is easy to become confused. I have over 38 years of research and data experience and I get confused by who is doing what and how they are doing it. But in all of this industry confusion, there is a way to see through the fog of announcements and claims. My suggestion is to look at data according to areas of purpose.

“There are two big transformations occurring in the media industry: the consumption of media across a plethora of digital devices and the growth of purchasing and behavioral datasets that enable advertisers to segment customers more precisely with messages.  New measurement solutions need to address both trends,” explained Jane Clarke, CEO, Managing Director of the Coalition for Innovative Media Measurement (CIMM). 

Data for Currency – The Industry POV

Data for currency includes any industry accepted metric that is used at both buyers and sellers of media. In linear TV that is currently Nielsen age and gender. With the announcement of Nielsen total ratings for cross platform measurement the question begs whether this will help to evolve the current Nielsen currency. When asked, Megan Clarken, President of Global Product Leadership for Nielsen, said that their latest Total Audience product will “influence and inform the currency. There were new rules that were established in 2007 where we now report out to 7 days with the exact same ad load. So this is a settlement number. The currency today does not show total audience across platforms but our Total Audience service does.”

So is there any way to get to a generally accepted industry currency for the new suite of advertising opportunities? Dan Aversano, SVP Ad Innovation and Programmatic Solutions at Turner, is not so sure. He concludes, “Most data is third party data that is available to everybody. From the advertiser and agency viewpoint, it is better to start with data, even if progressing with different solutions. The future is not one currency.” 

In the world of cross platform, maybe instead of currency we really mean greater automation. Chris Pizzurro, Head of Product Sales and Marketing for Canoe, spoke from the cable VOD viewpoint and said, “Years ago we used spreadsheets. And we hooked clients into our systems via integration with companies like Freewheel and Broadway Systems etc. Now 60% of our business through such systems. We have the advantage of not having a traditional system for on demand so we can write the rules. We use a little bit of TV rules and a little bit of digital rules.”

Data for Planning – The Agencies POV

Partnerships and data fueled initiatives are announced every day whether it is to forward thought leadership in cross platform, addressable advertising or programmatic.  "Data influenced TV is here," noted Adam Gaynor, VP Media Sales, Dish. “We are in the beginning stage to reach impressions in TV automatically. We can get targeting and ROI. Programmatic adds automation.”

But the essential goal of advertising has not changed. “Although consumer video viewing behaviors have fragmented, an advertiser’s fundamental marketing objectives have not changed: Finding the specific, right audiences, aggregating them at scale and driving them to the desired action,” explained George Musi, Managing Partner, Analytics, Insights and Attribution, Mindshare. “To do this we need to take the different relevant contexts, modes and types of data sources and diverse analytical tools to shorten the time to opportunities.”

How much do individual company data initiatives impact the media sales marketplace for the long term? Data for planning - that which is used for sales purposes like targeting and segmentation – is difficult to standardize because if it is based on segments, there would have to be consensus on a standard set of segments. 

Mitch Oscar, Director, Programmatic TV Strategy, USIM, concurred, “Currently, there is no unified source to assist agency buying departments to purchase addressable TV. Each platform must be contacted individually to ascertain a match between a marketer's customized universe and the platform's subscriber base. And each platform defines targeting goals differently utilizing a variety of sources. Similarly, platforms work with third party data providers to vivisect subscriber attributes to sway buyers to purchase their platform. Marketers are not able to verify the data points presented by the platforms. It is still a blind match between platforms and third party data providers and the resulting segmentation presented to buyers.”

Data for Insights – The Programmers POV

As opposed to data for planning and currency, the industry also needs data for insights. Data for insights includes that which informs program and campaign performance beyond the currency - what is my conversion, what is my ROI, what are my viewers doing beyond the first platform or device? This is no easy matter.

According to Dan Aversano, SVP Ad Innovation and Programmatic Solutions at Turner, “It has to be about the data and the analytics - all of the things that make an ad connect with someone. Ascertaining how many times and measuring the creative, the context, the recency and the platform. And screens are not agnostic. My personal phone is different from the tablet I use for work. We need to measure the interrelations and the impact of how an ad performs on different platforms, devices and conditions.”

The rush for more and more data analytics will continue as new devices and platforms are developed and the quest for a way to link all type of user hardware and technology continues. Ultimately it is the siloization of data and of data solutions that are causing the greatest miscommunication in the marketplace. How to bring it all together into one voice is the critical next step for currency. But we may all want to sing our own tunes when mining data for planning and insight purposes.