Although TV has a perception as an archaic advertising medium, this is quickly becoming outdated. Television and video have changed dramatically in recent years, and advertisers are now embracing advanced TV and its ability to combine the power and reach of traditional TV with the precise targeting and measurement of digital.
We convened a panel at RampUp 2019 to discuss the current state of TV’s transformation to a data-driven channel. Moderated by Cadent President, Michael Bologna, the “Beginner to Expert-Level Advanced TV” panel featured Viacom EVP of Advanced Advertising, Bryson Gordon, Comcast Spotlight VP of Data Strategy, Justin Evans, and Xandr VP of Western Advertising Sales, Andy Barnet.
Watch the full panel discussion:
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The journey to advanced TV starts with a mindset shift
Bryson of Viacom shared that there is a general belief that advertisers are slow to embrace TV innovation, and still exclusively executing media buys through broad demographic-based guarantees like Nielsen’s 18 to 49 age grouping. He rebuffed this notion, pointing out that “the science of segmentation has evolved enormously within advertisers.”
But many advertisers must navigate a culture that is comfortable with the status quo of linear TV advertising. He advised these change agents to start with the “tire kickers” within their organization—those who are not doing advanced segmentation and are highly skeptical of making the leap to advanced TV. He suggested using a syndicated data source and putting a small amount of spend behind it, which helps detractors see the value of a data-driven approach and opens the door to more advanced TV opportunities.
Starting your journey
Don’t let the “advanced” TV label fool you. Brands run the gamut in their maturity levels with advanced TV—everyone is at different stages in the data they use and insights that inform their holistic marketing strategies.
Andy at Xandr shared an example of a men’s clothing retailer that simply wanted to know what its target audience watched on television. Andy’s team provided this audience’s viewership data across the top 80 cable networks, including viewing time per network, a breakdown of time spent watching live versus recorded programming, and much more. These insights helped the retailer better understand where to allocate its TV spend.
Justin at Comcast also shared how sophisticated tools from the national market are making their way down to regional and local levels, opening the door for small businesses to “go to market in a highly targeted way.” For instance, an appliance store can use advanced TV to reach affluent homeowners in their local market and drive foot traffic. Justin shared that these local advertisers simply want TV to “make [their] door swing,” and advanced TV helps accomplish that.
Maturing in your journey
Many companies have been reluctant to move to advanced TV because accurate measurement can be a challenge. As with digital, there are ways to start small. For a measurement use case, Andy shared how a client tied ad exposure to customer acquisition. A new financial technology company wanted to reach small businesses across the U.S. and worked in partnership with LiveRamp to identify six million small business owners. The company then used its first-party data to profile past experiences and conversions of the small businesses they wanted to reach. A modeling match narrowed this audience to 1.5 million, and then the company used test-and-control methodology to determine the lift in conversion from their TV ads.
Andy’s team helped the company track the campaign’s effectiveness in driving conversions on their website. The company also leveraged third-party measurement services to gauge brand health post-campaign. This example demonstrates how the TV-digital divide is collapsing quickly to the benefit of advertisers—a topic that will be covered in our spring RampUp on the Road events.
Looking for more RampUp 2019 sessions? Watch them on demand here.