“The New TV”: Reports of its Death Have Been Greatly Exaggerated

His love of data started when his mentor Thom Mastrelli brought him on board the data train at Nielsen amp160amp8220He said amp8216Listen kid youamp8217ve been working at the New York Times in ads you should be in a 21st century business like dataamp8217amp8221 Evans recalledamp160 Working with data was like amp8220solving a Rubikamp8217s Cube in my headamp8221 and he truly enjoyed the challengeAt Nielsen Evans learned how to solve marketing problems with dataamp160 He also recognized the power of being able to translate dataspeak to English amp160In fact it is his amp8220mission to be the guy who turns data and AdTech into ideas that everybody can understandamp8221 he said amp160This qualifies him as the perfect person to work with local businesses that want to learn how to better reach specific audiences efficiently and effectively through technologyAt Comcast Spotlight he enjoys working with local businesses because they amp8220really know their customers amp160They shake the hand of their customers and every penny of investment is coming out of their pockets amp160They really focus on salesamp8221 amp160Evans gets a real kick when small business owners use the phrase amp8220Make My Door Swingamp8221 amp160For the small business owner sales are their lifeblood and this opens the door to a dialogue led by big data and segmentation that goes way beyond their agedemo segments that they are used toBut Evans was frustrated because in numerous meetings and conversations that he participated in with his Comcast Spotlight salespersons heamp8217d continually hear those business owners talk about moving their advertising investment away from TV to digital amp160They kept reading reports about how TV was dying and Evans knew directly from the data that it just wasnamp8217t accurate amp160Yes TV was evolving but by no means was it dying amp160In fact in 2018 US households were spending 43 minutes more with TV daily than they were in 1983 just in a much more fragmented fashion across multiple devices amp160What does an English major from Columbia University do amp160He writes amp160Specifically he writes a manifesto called amp8220The New TVamp8221 documenting the evolution of TV and how this evolution has only enhanced our love affair with storytelling in all its forms accessible anywhere and everywhere via multiple devicesAdults spend 65 more time with video 524 hours than nonvideo digital 317 hoursAdults watch TVvideo on nontraditional devices or formats for between 2 and 9 hours per week91 of adults watch TVvideo weekly inclusive of live linear DVR timeshifted and viewing on connected devices for a total of 35 hours on averageThis all leads Evans to put forward a case for marketers that video unlike traditional narrowband ad solutions is a full funnel medium amp160Itamp8217s a medium that allows marketers to reach and steward their prospects across all stops along the customer journey to drive both awareness and emotional bonding with consumers amp8211 the impact of being associated with high quality premium programming to effective efficiency to close the sale with consumers ready to amp8220swing the dooramp8221amp8220The point that we are trying to emphasize in amp8216The New TVamp8217 is that multiple access points for video have created a larger fastgrowing frothy heavily investing marketplace for content to match consumer and contextamp8221 Evans explainedThat explosion of content and devices has led to a wealth of data generated by over 17 million HHs which Comcast Spotlight can use to move local marketers into a model that allows for addressable targeting and robust segmentation amp160amp8220The New TVamp8221 highlights a test and control case study conducted on behalf of a local auto dealership amp160The results of that study not only illustrated an incremental lift by targeting audiences and widening the field of networks versus the contentfocused plan but website visits rose 13 over the course of the campaign while the conversion rate of immediate visitors more than doubled versus the controlOne of the challenges Evans faces in working with thousands of SMBs across multiple geographies versus a national or full footprint marketer is scalability amp160With national campaigns at significant budgets you can rationalize the allocation of resources for setup and analysis of addressable segments and campaign attribution Local budgets while significant in aggregate are laborious on an individual client and market level In the coming weeks Comcast Spotlight has a gamechanging solution on deck amp160amp8220Over the next few weeks weamp8217ll be rolling out our first set of tools that allow local advertisers to deploy audiencedriven campaigns at scaleamp8221 he saidIn addition to deploying this planning tool Comcast Spotlight customers do have the ability to utilize a tool that enables a scalable attribution solution amp160amp8220When the client TV ads airamp8221 Evans noted amp8220we track from the beginning point and look for uplift in their website visitors over a 30minute periodamp8221Evans has a clear view of the future amp160amp8220I think in local markets we are very earlyamp8221 he saidamp160 amp8220Upper funnel continues to be very effective and clients have learned what works amp160Some clients reflexively think about TV as newssports top networks or primetime and that is very effective when you are upper funnelfocused amp160When you go lower funnel you should look at a different toolkit and that requires change amp160We are in the first act of helping local businesses understand that they can grow their business using amp8216New TVamp8217 tacticsamp8221He hopes that within the next year there will be a broader and richer dialogue around attribution amp8220We want a mindset with clients where they are engaging with us over time and looking at performance with us over time We want to be truly advising them on how to grow their business using data and strong KPIsamp8221The main point that Evans hopes youamp8217ll take away from amp8220The New TVamp8221 is that TV is alive well and thriving just different amp160It is a full funnel enhanced by the audiencedriven targeting capabilities designed to close the deal but still very much empowered by the upper funnel abilities to drive the emotional power of brand via direct connections with premium content amp160The outcome is more consumer engagement and time spent with sight sound and motion mediaamp8220The TV market is exploding with excitement due to this massive investment and competition for consumer attentionamp8221 he concludedamp160 amp8220This translates into exciting new opportunities for advertisingamp8221Click the social buttons above or below to share this content 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 writersamp160

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“The New TV”: Reports of its Death Have Been Greatly Exaggerated

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Jeff Minsky

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

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“The New TV”: Reports of its Death Have Been Greatly Exaggerated

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

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