[Editor’s note: Sean Muller, iSpot.tv Founder and CEO, was a speaker at RampUp 2018. We invited him to share his thoughts on measuring TV advertising effectiveness and marketing trends.]
What are the biggest challenges CMOs face today?
The biggest challenge is impacting change in an environment where complacency is the norm. TV has been planned and bought in the same manner for decades. There are rigid processes around these cycles. Disrupting those processes takes vision and leadership. Those CMOs who can affect these types of changes are the winners.
The other challenge for CMOs is to decipher the reality through all the noise. For example, there’s a lot of confusion around Smart TV and ACR data—even at the basic level of knowing what it is and how it works. Is it a raw data set or integrated into a useful product? What is the true scale and how representative is it? Today’s disruptive CMOs know how to pick the right partners that offer the right information and counsel on new technology and measurement.
What do you think is top of mind for marketers in 2018?
There are two key things that marketers are hungry for: bringing the TV and digital worlds together and measuring TV based on business outcomes.
Marketers at the forefront of innovation are bridging the gap between TV and digital through smart TV ACR data, which enables major advancements in TV attribution. The mapping of digital devices and users to TVs at scale provides the direct connection between TV impressions and web and digital activity. It also forms the connective tissue of users between platforms such as iSpot and LiveRamp.
iSpot’s ability to measure TV ads at scale and in real-time, combined with Smart TV ACR Data, is enabling major advancements in TV attribution. The mapping of digital devices and users to TVs at scale provides the direct connection between TV impressions and web and digital activity. It also forms the connective tissue of users between platforms such as iSpot and LiveRamp.
What topics would you like to see covered at #RampUp18?
We’re thrilled to see TV has its own track this year. This is iSpot.tv’s first year, and we’ve been focused on TV advertising measurement for more than five years. It’s great to see such a huge leader in the digital space, like LiveRamp, recognize the direct relationship our technology has to understanding the consumer journey.
What marketing trends do you predict will be most prominent for measuring TV advertising effectiveness in 2018?
The drive toward real-time data delivery will continue, and marketers will look to take a holistic view of all their verticals. TV is the last to come into the fold.
We also see a big trend for transparency and third-party measurement. Smart marketers are bringing these new tools in-house to have control over what they see. They want to measure themselves and not rely on those who sell them media.