A DISH Roundtable with Cathy Hetzel of comScore and Jonathan Bokor of Publicis

Hetzel pictured top left leads the strategic partnership team which manages comScore39s relationships with the MVPDs and publishers who provide the data that fuels comScore39s massive and passive crossplatform products amp160This requires both right brain the ability to think creatively and emotionally and left brain the ability to think quantitatively and logically agilityBokor pictured top right leads the Precision Video Center of Excellence at Publicis Media which takes a datadriven and technologyenabled approach to evolving television into a moreamp160preciseamp160medium to deliver improved performance for their clients amp160Their approach utilizes data to identify strategic target audiences that represent a more accurateamp160view of their clients39 true targetMediaVillage Do you consider yourself right brain emotionalcreative or left brain logicalanalyticalCathy Hetzel I lean toward right brain plus logic amp8230 is that even a thingJonathan Bokor I would consider myself left brain dominant but with creative abilities as wellMediaVillage Do you think people can be bothHetzel From my answer above I do think people can be bothBokor In my view most people do tend to lean one way or another but I39m sure there are people who are close to evenly split just like there are people who are ambidextrousMediaVillage How is the data with DISH Media Sales being usedHetzel DISH has been a valued partner for more than 10 years and was the first company to use our addressable measurement for crossplatform We aggregate DISHamp160data with other MVPD data to provide local and national ratings They were our first national partner providing our television services with the opportunity to provide measurement in all 210 local markets DISH was also the first company to use comScore for addressable television measurement and recently the first MVPD to use comScore for crossplatform addressable measurementBokor We have a preference for using first party data when it39s available because it39s the best reflection of the client39s customers and in general tends to produce the best results But we also see that third party data can perform well too Since not all clients have first party data or may not be willing to leverage it outside their domains we utilize the best data available to us We also try to use attribution data whenever possible in order to gain insights into the effectiveness of our audiencetargeted campaignsMediaVillage What type of data is being usedHetzel comScore uses secondbysecond viewership data for both linear TV and addressable advertisingBokor This varies by client depending on their objectives what audiences they seek to target and what KPIs they are looking to measure A wide variety of data types are used ranging from lifestyleinterest data to purchase data to TV viewing data to customer dataMediaVillage Will there be any attribution modeling with the data and if so howHetzel In combination with other data sources comScore uses the DISH data for attribution modeling for both tunein and advertiserbased attribution studiesBokor We do attribution studies with most of our addressable TV campaigns because addressable TV provides us with data around which households saw the ad and we39re able to match that to attribution data where available Where sales data is available and we can do a sales lift analysis that39s usually the first choice but we also do retail store visit analysis or website visit analysis where available and brand lift studies if that is appropriateMediaVillage What do you think are privacy best practicesHetzel comScore sees privacy protection as our highest priority with our partners Our massive and passive measurement footprint includes more than 69 million televisions in more than 31 million US homes This scale plus our projections for data we do not have including OTA viewing protects our partner data from ever being exposed And to ensure the matched data is always protected comScore uses a thirdparty match partnerBokor All of our addressable TV campaigns utilize a thirdparty data safe haven such as Acxiom or Experian to maintain the privacy of viewers We think consumers should have the ability to opt out of TV targetingMediaVillage What do you see as the impact of creative on consumer response especially in addressableHetzel As more consumers face advertising fatigue creativity is instrumental to a campaign39s success Because comScore measures every creative execution at the exact commercial rating level we are able to provide our clients such as DISH the information they need to be able to determine the impact of creative execution for every campaign amp160But creativity is only one element that impacts consumers39 response to addressable Pacing of ads activation to the quotmost likely to buyquot target and even timing of commercial assets also contribute to the overall consumer impact and all of these factors are measured by comScoreBokor We believe that using creative that is tailored to the objectives of the campaign is a best practice for audience targeting campaigns For example if the goal of the campaign is to drive web visits then the creative should reflect that However custom creative isn39t always possible or available so we can use the same creative that is used for the general market demotargeting TV campaigns and we have found that we can still deliver lifts in key metrics using the same creative as general marketMediaVillage Is there a thought to creating a privacy quotvalue exchangequot for the consumerHetzel That would be a decision to be made by our partners not comScore We provide a lot of value to our partnerships both by selling services to our partners and licensing the data that fuels our products and provides unmatched scale in our industryBokor It is a consideration that should be explored but it is easier said than done Audience targeting usually carries a CPM premium which requires that it outperform demo targeting in order to make sense so asking the advertiser to pay an additional amount to deliver a quotvalue exchangequot will require that audience targeting perform at an even higher level to justify this additional expenseMediaVillage What do you see as the longterm trends in data within the addressable ecosystemHetzel Addressable advertising is about more authentic audience engagement on a 11 level Longterm as we move into a crossplatform world we expect to continue to see a need to target and transact on advanced audiences to more effectively reach consumers on the right channel with the right messageGetting crossplatform measurement right is our singular focus Our aim and the biggest ask we are hearing from our clients is to provide crossplatform unduplicated reach and comprehensive objective measurement of content and advertising across any and every platform We39ll continue to work with the industry to provide data at scale needed to measure viewership wherever the consumer chooses to watch content and advertisingBokor The biggest trend I see is moving towards using the same targeting data across multiple channels and then uniting the data across those channels in order to deliver crossscreen reach frequency and attribution This is a must for us because it allows us to more efficiently allocate our clients39 budgets to deliver the best results as opposed to running siloed campaigns that don39t necessarily work together and communicate with each otherFor more on DISH Media Sales and addressable advertising please click hereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers If you no longer wish to receive updates from DISH please click hereamp160

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A DISH Roundtable with Cathy Hetzel of comScore and Jonathan Bokor of Publicis

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