Big data is a term that used to live solely within the tech community, which is why it’s been so fascinating to see its use permeate into every-day life. My mother recently told me about an article she read on big data being used to identify at-risk populations for preventable diseases. There’s even a Brooklyn-based electro-pop band called “Big Data” (and I’d suggest you check out its song, “Dangerous” if you haven’t heard it already).
For those of us who spent years immersed in the world of data analytics (which constitutes the majority of folks at TVSquared), we’ve seen firsthand how data can transform an industry. And while TV advertising was late to the big-data game, it’s currently in the midst of an “analytical renaissance.”
In a recent article in The Times of London, “When Mad Men Gave Up Being Mad,” Blair Robertson, our chief analytics officer, talked about how big data is shaking up “TV ad media buying’s old order.”
“Since the advent of the concept, advertisers have bought their ‘spots’ on TV in largely the same way: according to the makeup and size of the audience watching. No longer. That model has been – pardon the expression – disrupted.”
Up until a few years ago, TV advertising still operated a lot like it did during the Don Draper era of Madison Ave. The success or failure of an ad campaign was guesswork, based on inaccurate, old information, which was just mind-boggling for an $202B global industry. With the advent of digital-marketing channels that were rich in valuable data, measurement and in-flight optimization techniques, just how stuck TV advertising was in the (tech) Dark Ages became glaringly apparent.
Enter TVSquared, which leverages big data to provide same-day insights on TV campaigns to help advertisers better target customers and increase sales. But then again, you know that, you’re reading our blog!
Definitely check out The Times of London article, it’s a fascinating and in-depth look at how big data is changing the TV advertising industry for good.