Lotame's Ryan Reed on the Connection Between Broadcast and Digital

Rob Beeleramp160 Where are we on the path toward convergenceRyan Reedamp160amp160We39re at an interesting inflection point Traditional linear TV either accessed through an antenna or through cable or satellite provider is showing diminishing returns That39s because it39s only being measured in broad demographics Subscriber numbers are down for a lot of networks the overall ratings are sliding It39s not that fewer people are watching the content it39s that they39re watching the content across many different devices and screens The audience is spread out over things that aren39t measured in the traditional way In order for traditional linear television to capture its impact it39s going to have to define itself as a part of the overall consumer journey and be measurable in that way That39s why we39re being forced to solve this problem as an industryBeeleramp160 But it39s not like digital is the endallbeall of mediaReedamp160amp160What we39re all trying to do is capture the best of both worlds The question is can we bring those digital metrics and targeting capabilities together with the allure of television It39s a 60inch screen in your living room where everything is cinematic It39s much more influential But as viewership fragments it39s harder for marketers to know that their investments are in the right place Those are the questions marketers are starting to ask and a lot of it39s because that39s what they get from digital There39s this new generation of marketing professionals who are used to having this detailed data analysis at their fingertips and don39t start out with buying GRPs and consider their job doneBeeleramp160 So you see a move away from a panelbased approachReedamp160amp160As more data becomes available the methodology is going to shift to how to use data science and AI and machine learning to make sense of this massive amount of data I have across every touch point You39re going to have so much of this information available that you can39t just boil it down to one or two metrics It39s going to take big data chops to make sense of itBeeleramp160 And in the meantimeReedamp160 We have this growing family of smart TVs out there that have data on viewership that39s anonymously captured You can actually tie it to other data points and then get more granular information You can take these digital segments and say 39all right this is what I am targeting online What would be the corresponding television programs that I should buy in a linear sense to reach those same consumers at a more efficient rate39Beeleramp160 Waitamp160 You can get data from the television set itself and use that for digital targetingReedamp160 Yes We can push to all the different digital demand side platforms DSPs and create a linear TV reporting mechanism that can rate all the TV viewing the same way that traditional ratings would be The only difference is that instead of being limited to certain household panelists or to only be limited to data you can match through PII the entire digital ecosystem is your playground for defining an audience and finding out what the right linear TV content would be to advertise onBeeleramp160 Better targeting on both linear and on digital when you layer in the smart TV dataReedamp160amp160All this data is out there it39s just a matter of being able to put it together in a comprehensive wayClick 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 amp160amp160

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Lotame's Ryan Reed on the Connection Between Broadcast and Digital

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Rob Beeler

We Are the Outliers - By Jack Myers

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Lotame's Ryan Reed on the Connection Between Broadcast and Digital

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Rob Beeler

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