This blog is from our partners at DCMN and originally ran here.
TV advertising is alive, well and … data-driven. That was the message of the workshop we hosted this week together with our partners at TVSquared.
TVSquared, a leading TV measurement and optimization company, approached us some months ago about hosting a seminar for their European users. About 40 users from leading digital brands spent Thursday afternoon at the DCMN head office in Berlin learning about how to take a data-driven approach to their offline marketing, particularly their TV strategies.
The session kicked off with two speakers from meal-delivery service Hello Fresh, who explained how the company’s offline marketing and business intelligence teams work together to apply an analytical approach to the upper marketing funnel.
“HelloFresh is a data-driven company and we implement that for TV as for all other marketing channels,” said Head of Offline Performance Marketing, Valentina Rizzati.
Next up was TVSquared’s Marlene Grimm, who ran the audience through a demo of their ADvantage product, a tool which gives marketers immediate insights to help them improve TV efficiency.
DCMN’s Director of Offline Marketing, Sebastian Göritz, then gave a talk on how marketers can translate tracking data in a concrete TV strategy.
He explained why it was important to measure the indirect response to offline marketing, as well as tracking direct response.
“Usually, what tracking tools like TVSquared are helping with is measuring the direct response. On the other hand, there is something happening outside of this direct response world, which is brand uplift. Both parts are really important for your campaign optimization.”
Continuing with a similar theme, Delivery Hero’s Aleksej Koscejev spoke about strategies he has used to measure the long-time impact of TV communication.
Finally, TVSquared’s Chief Analytics Officer Blair Robertson gave a run through of the company’s product roadmap, and asked the audience for their feedback on what’s coming – and what else they’d like to see in the pipeline.
His talk touched on the key marketing trends that have informed the company’s roadmap. “The broad uptake of TV analytics is making TV more effective. This increases demand, which increases the need for intelligent buying,” he said.