DISH Media's Vanessa Longworth on Managing Addressable Data

Current Data UsesThe burning questions Longworth often gets regarding the use of data for targeting audiences include quotWhat data is commonly usedquot and quotHow is it usedquotquotIt39s important to remember that Personally Identifiable Information is not released to advertisers The process is completely anonymousquot Longworth says quotThere is so much data out there and there are many ways that brands can use it Brands can use their own firstparty data sometimes supplementing that with thirdparty demographic datasetsquotData can be leveraged depending on KPIs ranging from top to bottom of the marketing funnel starting at awareness and consideration and down to intentpreference and purchaseloyaltyquotWe see advertisers using brand health surveys to gain insight into the top of the funnel and using a mix of firstparty and thirdparty data to target consumers to make an action at the bottom of the funnelquot says Longworth quotAuto advertisers are really digging in using thirdparty DMV data to target consumers inmarket and then a variety of attribution touchpoints to follow the consumer in their purchase journey They use brand health to see awareness and consideration website traffic and foot traffic to dealerships to see intent and preference and sales lift to see purchasequotDISH itself uses its own aggregated and anonymized firstparty DISH subscriber data and viewership data from DISH39s settopbox data to help programmers promote their content quotWe can target households who have viewed the network or a specific show or a similar genre of a specific showquot Longworth explains The data can also be used for payperview clients where viewers can be targeted to make a purchase quotWe build a lot of viewership models to hone in on programmer target audiencesquot she addsOne strategic way brands may use their own firstparty or thirdparty data is quotto target current customers target potential new customers or conquest by going after a competitor customer basequot Longworth says quotThey may try to target customers who have lapsed purchasing their brand or target current customers to buy a new product or increase spendquotThe Data EvolutionData has evolved significantly since Longworth first started in the industry and has become a vital aspect of the advertising ecosystem She notes that while new datasets are available courtesy of new technologies there is also much more availability of data in general across the ecosystem quotThe number of data companies and the abundance of data available has boomedquot she says quotA lot of data points are collected through the internet mobile devices and other public and private sources like CRM databasesquotTV advertisers are able to utilize this data to create a more personalized experience for the viewer and in turn compete with digital advertising And brands are responding positively by finding ways to make their own efforts more data drivenFor example some DISH Media clients are able to track which viewers complete a call to action after seeing a specific advertisement quotWe see some of our clients place a pixel on their website to track who is visiting the page Using a thirdparty data company they are able to match that list of website visitors with a list of viewers who saw the ad in a completely anonymous and safe environmentquotWith such an abundance of data Longworth39s team works to partner with the best sources in order to benefit clients and remain data agnostic quotWe39ve been doing this for so long and we know a lot of data vendors and the best practices for addressable and addressable verticalsquot she noted quotAnd we are always keeping on top of trendsquotThe Data FutureWith the legislative push toward greater privacy protection the future of datadriven targeted marketing might be open to question But Longworth is optimistic quotData has existed and been used for advertising for half a century when you consider one of the first 39addressable advertising39 strategies were done through direct mailquot she says quotThese laws are meant to create more transparency to consumersquotThat39s one reason Longworth expects the use of data to grow rather than decline in a more privacycompliant world quotI see data being used more and more as the years go by Because there are more players in the space it39s making the addressable footprint more robust Data helps inform advertisers of the right way to target and the best way to optimize and measure their campaign while creating a more relevant advertising experience for consumersquot and this can be done in a privacycompliant consumerfriendly wayClick the social buttons 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 writersIf you no longer wish to receive updates from DISH please click here

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DISH Media's Vanessa Longworth on Managing Addressable Data

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