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3 groundbreaking advances put TV advertising in the limelight.
Every salesman, regardless of discipline, has a Holy Grail in mind. For analysts, it may be to have a holistic view of the customer journey. For creative people, it can be about having the team and the tools to conceptualize and generate compelling experiences. And for media buyers, it can be the option of taking a single media plan and easily buying advertising space across multiple devices, channels and platforms.
This particular vision for media buyers has been debated for decades, and it is finally starting to change in major agencies. This seismic shift is affecting small and medium-sized agencies, and this is happening now because television is finally measurable. Agencies and advertisers can now purchase local and national data-driven TVs, which include conversion or attribution measures. Other data-driven video formats, such as Connected TV (CTV) and Over-The-Top (OTT) are also starting to gain ground among buyers, and they will be more promising once they will be scalable and that the measure will be more consistent. Television media buyers begin to use their own proprietary audiences or use consistent third parties in these formats – sometimes bundled by the programmers themselves.
Faced with such significant changes, it is imperative that TV media buyers connect to their digital counterparts and see how they can share platforms and processes. There may be existing capabilities in the hammer stacks of their companies that could bring them closer to their Holy Grail.
Here are three marketing technologies that digital marketers use and that could easily be applied to television.
Resolution of identity
The resolution of identity has existed for several years. It was born of the need of marketers to reach real people on all channels in a world increasingly fragmented by digital IDs and cookies. This technology solves identities anonymously and respectfully for privacy across all channels, platforms, and silos, allowing marketers to perform marketing and measurement operations based on the same data. people everywhere.
Television advertising buyers can use identity resolution to understand new and existing audiences, segment them correctly, send them targeted commercial or video advertising, and measure the impact of those placements. It paves the way for advanced television, helping the mass advertising vehicle that television becomes more data-centric and thus regains its true value in the advertising ecosystem. For those who have been in the industry for some time, identity resolution is a game changer that changes the nature of buying TV ads and benefits everyone in l & # 39; ecosystem.
Data Lakes
Data lakes, like identity resolution, are born from the reality of the amount of data that explodes and the need to organize and manage it. It's a relatively new technology that, as its name suggests, is a vast repository where marketers can gather all their customer data for management and analysis. Data lakes enable internal analysts and data scientists to access information at any time and have a holistic view of their clients' journeys.
Identity resolution and lacustrine data go hand in hand, because the former links the data through a consistent individual identification based on people. This is the thread that links structured and unstructured data together. This allows marketers to combine not only heterogeneous first-hand data, but also second-party and third-party information, providing a complete view of the target audiences required by TV marketers and marketers. digital. It is important to note that the online and TV audience segments can be identical but subject to different business rules. This consideration, in addition to ensuring that all data is transparent and of ethical origin, is vital to take into account when building a data lake.
Measuring tools
KING is something that marketers have been asked to prove since the dawn of advertising. In the time of Don Draper, it would have been measured purely in sales. Today, with so many points of contact with consumers, it can be difficult to determine the exact impact of marketing on sales, brand awareness, and other metrics for success.
Many marketers take up the challenge by employing a variety of measurement tactics and platforms, employing closed-loop measurement tactics like the Facebook Conversions API – which simply shows how many people have seen an advertisement on Facebook and have bought something from the advertiser – to multi-touch attribution and other more mature ways to measure marketing at the individual level. Some of the platforms providing this granular understanding of the effectiveness of marketing can provide data and analysis of television, as well as digital channels. This greatly facilitates visualization and understanding of the customer journey, the creation of consistent omni-channel campaigns, and increased collaboration between media teams.
Of course, it takes much more than identity resolution, data lakes, and measurement tools to bring advanced TV campaigns to life. Below are the questions television crews should ask about their current martech platforms or vendors:
Audience data, segmentation and targeting
- Do you have access to "rich" audience data (demographics, industry-specific consumer data) to help match my media purchases to audiences and specific households?
- Can you help me estimate the scope with real-time accounts?
- How can I include my first-party data to improve the definition of the audience?
Audience segments common to all devices and channels
- How does your solution accurately identify consumers across devices (PC, smartphone, tablet, OTT) and channels (TV, digital, offline) so that I can reach apple apples "Audience segments on all platforms (eg, addressable, VOD, Linear, Digital)?
Activation of the campaign
- How does your solution help me run my advertising campaigns on multiple TV display options: Addressable, OTT, and through local and national linear inventory?
- How does your solution help me activate my "owned" media channels (for example, the network is looking to promote their TV content through promotional ads or a development)?
Campaign measure
- Does your solution provide a post-campaign analysis so I can understand the scope and frequency of the campaign on TV and digital platforms for a target audience?
- Does your solution help me quantify the increase in conversion and return on investment through integration with CRM systems, advertisers and partners?
- How much should I pay for measurement and analysis services?
- How long does it take to execute data segmentation, set up integrations, and so on before you can actually use the tools and services for targeting and activation? And once I'm ready to go, what are the SLAs associated with each service?
- Can you help me bring my planning, activation and media measurement closer to real time or near real time in a holistic way?
Consumer Privacy
- Does your solution protect my client data in a "safe haven" that anonymizes personal information so that I comply with the ethical rules of data, legal or privacy?
- How does your solution integrate PII data (eg, addressable TV) and anonymous data (eg, digital signage) in a manner consistent with privacy?
While advertisers and agencies are expanding their current capabilities of hammer stacks or talking with potential new suppliers, it is important to keep in mind the importance of playing well in the Sandbox. It means looking for suppliers who are actively breaking down data silos.
The worlds of television and digital converge, giving greater strength to the movement of interoperability across the ecosystem. Jumping on this trend can only bring dividends to the first users because other advertising channels, from billboards to devices of the Internet of Things, are going on TV.
About the author
LiveRamp provides brands and companies with whom they work an identity resolution integrated throughout the digital ecosystem and is the basis of omnichannel marketing. IdentityLink transforms technology platforms used by our customers into people-centric marketing channels that enhance the relevance of marketing and enable consumers to better connect to the brands and products they love. LiveRamp is an Acxiom (NASDAQ: ACXM) company that provides ethical and privacy-friendly solutions to market and honor the best practices of leading associations, including the ICON and App Choices programs of the Digital Advertising Alliance (DAA). For more information, visit www.LiveRamp.com.