“On TV & Video” is a column exploring alternatives and challenges in superior TV and video.
At present’s column is by David Wiesenfeld, lead strategist, media and leisure at TransUnion. After this unique first search for subscribers, the piece will likely be printed in full on AdExchanger.com on Monday.
We’re in a brand new period of tv. Customers have embraced streaming and different types of superior TV (ATV), placing streaming on a path to changing into the principle method of watching TV within the subsequent two to 3 years. Manufacturers have stamped their approval by shifting advert {dollars} to extra superior types of TV as properly.
In accordance with the IAB’s 2021 Video Advert Spend & 2022 Outlook report, related TV advert spending is projected to extend by 39% in 2022, surpassing $21 billion.
The expansion of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based promoting and near-real-time impression-level decisioning. This new period of TV promoting requires a brand new period of measurement that delivers the granularity and pace advertisers want to maximise marketing campaign efficiency.
Information-driven ATV campaigns want the fitting id resolution
ATV consists of household-addressable types of TV (each streaming and linear addressable), in addition to data-driven linear, which allows program-based buys utilizing viewers traits apart from age and gender. Streaming accounts for almost all of ATV advert revenues.
One of many distinguishing options of ATV is that stock is cut up throughout supply modes, publishers, machine producers and programmatic platforms. Every has its personal identifiers, viewers definitions and technical necessities. That fragmentation makes it difficult for advertisers to scale focused advert campaigns.
Identification can remedy this problem. By offering a people-based view that cuts throughout publishers, platforms and gadgets, large-scale interoperable id knowledge units allow constant viewers concentrating on and coordinated marketing campaign administration.
The very best id options for ATV campaigns have three options:
- Accuracy – appropriately associating folks to gadgets. Identification options primarily based on family alerts naturally affiliate large-screen TVs (which account for practically 90% of ATV viewing) to the right residence.
- Scale – combining strong protection of streaming properties and gadgets with offline alerts, permitting advertisers to handle campaigns with a standard consumer-based view throughout streaming and superior types of linear TV.
- Connectivity – accessible the place ATV audiences are constructed, transacted and activated. Accuracy and scale are the DNA of efficient ATV id options, whereas connectivity brings id options to life.
Enhanced measurement for an enhanced medium
The power to do 1:1 viewers concentrating on and impression-level decisioning has blown up TV advert measurement. Legacy panel-based approaches lack the dimensions to help the precision concentrating on capabilities of superior TV.
Since ATV promoting helps household-level concentrating on, actionable ATV advert measurement ought to offer near-complete protection of households reached by ATV campaigns. As well as, ATV measurement should collect marketing campaign impressions throughout myriad machine varieties and activation factors and reconcile these disparate knowledge streams to households.
This is similar problem dealing with ATV concentrating on, so it’s no shock that getting ATV measurement proper may be very a lot about getting ATV id proper.
ATV measurement is very depending on high-fidelity mapping of ATV gadgets to households. Focusing on primarily based on wobbly device-to-household associations is inefficient. Measurement primarily based on a wobbly graph is lethal.
Associating gadgets to the incorrect households will distort attain/frequency calculations and ripple via downstream analytics, together with incremental attain and attribution.
Focusing on, measurement and planning knowledge units are converging
When constructing a home, the identical structural blueprints are used to information set up of the plumbing, heating and electrical methods. The identical precept applies to ATV promoting, with id offering a people-based construction that connects concentrating on, measurement, optimization and planning in a seamless method to enhance promoting efficiency.
When ATV advert campaigns use the identical strong id spine from finish to finish, measurement actionability takes a quantum leap. Measurement can now instantly drive marketing campaign enhancements at a granular degree, permitting advertisers to optimize supply primarily based on viewers traits, publicity frequency, conversion behaviors and extra.
Viewers and marketing campaign insights from identity-based measurement knowledge inform ATV media planning, creating unprecedented alignment between planning and execution.
TV measurement is changing into a crew sport
As measurement necessities evolve in parallel with TV’s shift to an audience-based “digital” advert medium, how TV measurement is performed is clearly altering. That, in flip, is reshaping the construction of the measurement market.
Legacy measurement suppliers’ competencies in evaluation, reporting and panel upkeep don’t essentially translate to massive knowledge administration and “id.” All are wanted to ship legitimate, actionable ATV measurement.
Identification firms are enjoying an more and more vital position in TV measurement by facilitating the safe fast motion and integration of huge knowledge units, and resolving device-based info to folks. Resolved knowledge information are handed again to measurement firms for evaluation and reporting.
Trusted partnerships between frontline measurement suppliers and firms with experience in id and knowledge collaboration are remodeling TV measurement for the higher.
Observe TransUnion (@TruAudiencebyTU) and AdExchanger (@adexchanger) on Twitter.
