How Data Is Changing the Way We Play the Advertising Game

True it has always been an important factor in how campaigns are built executed and evaluatedamp160 But now thanks to myriad technological advancements data has become the heart of all things advertising giving life to campaigns in ways we never thought possibleAccording to eMarketer US advertisers will spend 25 billion in addressable TV advertising in 2019 growing to 34 billion in 2020amp160 As advertisers have become more educated regarding advanced TV advertising they have seen the immense value of using data to plan advanced TV campaigns and measure ROI all in a 100 privacy compliant mannerThe media industry has effectively moved beyond selling agegender targets thanks in large part to digital39s ability to precisely target audiences and match to ad exposure and outcomes despite its shortcomingsamp160 We are no longer confined to traditional ways of selling TV rather marketers and agencies can partner with data providers MVPDs and attribution companies to not only determine if their campaign met their objective but also use a testandlearn approach to enact positive results for future campaignsWhere there39s data there is often mention of privacy as wellamp160 Privacy is typically addressed as a potential challenge or obstacle to advanced TV advertising and GDPR General Data Protection Regulations which came into effect in the US in May 2018 is making all US organizations subject to maintaining the data privacy of individualsamp160 However data companies are utilizing safehaven matching partners to match data sources thereby ensuring confidentialityamp160 More importantly once the data sources are matched organizations making use of the data have no need to view or use an individual39s actual personally identifiable information PII when carrying out the specific workflows that make advanced TV possibleamp160 The respective parties that utilize the data only need to view it in an anonymized fashion quotPerson 5XW7quot rather than quotJane Doe at 123 Main St Anytown USAquotamp160 These anonymized IDs allow data science teams to match one set of data to another eg Person 5XW7 bought a car the actual name and physical address of a person are immaterial to this taskAs an industry we need to understand and embrace the steps currently being taken to ensure data privacy so that we can better leverage the data sets being used whether it be TV viewing behavior digital behavior or first or thirdparty dataamp160amp160With data privacy attained households and behaviors can then be mapped to website visitation sales purchases and retail visits to name a fewamp160 The marketer meanwhile can plan their campaign accordingly from an audience perspective rather than looking solely through an agegender or reachfrequency lensamp160 Thus campaigns can take a more datadriven approach providing ease of execution within data and tech stacks and ultimately providing the right ROI metricsOther interesting byproducts are the numerous joint ventures and partnerships that have formed across the industry providing onestop shops that enable one holistic workflow to plan target and measure an audiencedriven campaign in the New York marketamp160 For example Altice USA Charter and Comcast formed the New York Interconnect NYI a joint venture that eliminates the need for agencies to reach out to multiple organizations to execute a regional or national campaign and at the same time demonstrated performance on the backendamp160 With an audiencebased buying approach NYI is able to reach over 17 million customers wherever they39re consuming content regardless of platform or screenThe future of advertising goes beyond the boundaries of traditional TV and digital video extending to environments such as ingame advertising and outdoor kiosksamp160 Device and identity graphs will be used to thread users and their behaviors within an IoT universeamp160 In January FreeWheel announced that it39s connecting its linear TV and digital video ad delivery systems in an effort to unify audience delivery across platformsamp160 This is a great step in reporting on campaign performance across platforms which can hopefully lead to the addition of VOD and OTTAs you know if you can39t measure it you can39t sell itamp160 Thus just as marketers need to connect the dots of ad exposure across platforms so too do measurement and attribution firmsamp160 Therein lies the challenge of how to target audiences and measure both impressions and attribution across all screensamp160 NYI is currently able to leverage various datasets from its partnerships with the MVPDs and thirdparty data providersamp160and match ad exposure to outcomes for linear TV and addressable TVdigital with VOD soon to followamp160 The more touchpoints measured along the consumer path to purchase the better we can adjust the exposure levers thus allowing for greater efficiency and positive outcomesWith more and more agencies and advertisers getting into the data game it39s becoming easier to prove the value of audiencebased buying and selling with an increasing number of case studies now availableamp160 Data has always been at the core of the media industry and with more companies joining forces to stitch together attitudinal behavioral exposure and outcome data we can target the right audience with the right message allowing for a better consumer experiencePhoto by Franki ChamakiUnsplashClick 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

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How Data Is Changing the Way We Play the Advertising Game

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Betsy Rella

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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