If adoption for brand spanking new TV measurement currencies appears gradual, it’s in all probability as a result of they nonetheless don’t match neatly into present company shopping for workflows, that are used to Nielsen-based demos.
However that’s beginning to change.
On Thursday, Paramount and Omnicom Media Group (OMG) unveiled a pilot check transacting on VideoAmp utilizing the information activation platform Mediaocean to automate linear TV buys primarily based on one thing apart from conventional demos, mentioned Travis Scoles, SVP of superior promoting at Paramount.
It marks the primary time Paramount can ship Mediaocean marketing campaign plans for insertion orders utilizing VideoAmp’s superior viewers knowledge, not simply Nielsen numbers. Beforehand, including knowledge from an alternate foreign money into that blend took quite a lot of guide legwork (and spreadsheets).
“Automation is actually the only greatest distinction right here” in comparison with OMG’s earlier workflow utilizing an alt foreign money for Paramount buys, mentioned Kelly Metz, managing director of superior TV activation at OMG.
Finally, “higher automation is what is going to drive scale in adoption [for alt currencies],” she added.
Working water by way of the pipes
Alt currencies have to suit the way in which companies are already shopping for TV campaigns, as per the how-to template Paramount put out in March.
For instance, most holding firms at present do marketing campaign planning, activation and reporting inside Mediaocean, which had to determine the right way to assist non-Nielsen currencies with out including too many further steps. And broadcasters are answerable for ensuring their knowledge can plug into Mediaocean’s tech stack.
Since Mediaocean’s knowledge activation platform was constructed on prime of Nielsen numbers, purchasers attempting to transition to a special foreign money must go “outdoors of the system” to get measurement from the brand new foreign money after which hardcode that knowledge manually, mentioned Ramsey McGrory, the corporate’s chief growth officer.
Nevertheless it appeared the guide labor would lastly finish when Mediaocean finalized integrations with VideoAmp in Q2 of this yr. Paramount and Mediaocean spent the months main as much as this pilot guaranteeing compatibility between what was despatched and obtained primarily based on VideoAmp knowledge.
In different phrases, “that is the primary time we’re really operating water by way of the pipes” between Paramount and Mediaocean the place superior viewers knowledge is worried, Paramount’s Scoles mentioned.
Mediaocean’s platform can even assist iSpot and Comscore, however Paramount and OMG each agreed on VideoAmp because the alt foreign money for his or her pilot due to its superior viewers chops.
“Now, VideoAmp knowledge mechanically flows by way of Mediaocean immediately into our billing techniques on each a pre-campaign and post-campaign foundation,” Metz mentioned, “which suggests we will transact [on VideoAmp] at scale.”
Blast from the previous
The pilot focuses on linear TV as a result of it’s lagging behind streaming in its skill to assist superior viewers buys.
However linear and streaming impressions are nonetheless counted otherwise.
Whereas digital impressions are second by second, linear advert exposures are nonetheless primarily based on C3 and C7 rankings that observe common business minutes over three or seven days, respectively.
C3 and C7 are nonetheless an vital step for companies to use superior audiences to the way in which they’re accustomed to purchasing linear spots. “Now, we will transact on a customized viewers in a completely automated vogue” utilizing Mediaocean, Metz mentioned.
OMG can match an advertiser shopper’s first-party knowledge with Paramount’s and VideoAmp’s viewers knowledge inside Mediaocean to create a customized viewers phase of family IDs. Then, OMG should buy that viewers on Paramount’s stock utilizing data-driven linear, which includes operating advertisements on networks and dayparts almost certainly to resonate with a target market.
For Paramount, the following steps are transferring to precise, second-by-second buys for linear and opening up the aptitude to its different buy-side purchasers. However first, Scoles mentioned, “we’d nonetheless need to tough out some edges.”
