FTVA Global: With Fragmentation, Comes Great Opportunity
11 December 2019 • tvsquared
Meg Coyle,
MarCom Director

Today’s “TV” encompasses much more than just linear – it’s video content and distribution, across channels and devices, everywhere in the world. And with fragmentation comes silos (which have plagued the ad industry for decades) and talk of linear vs. digital TV has certainly made headlines. But for advertisers, fragmentation brings opportunities to reach different audiences, amplify messaging and drive sales and growth.

TVSquared’s CRO and EVP, Jo Kinsella, spoke to this topic (and others) at MediaTel’s Future of TV Advertising (FTVA) Global event in London. Joined by executives from Lidl, O2, Oakhouse Foods and Amplifi Global on the “TV as an Activation Medium” panel, Jo covered some pertinent topics impacting a space that’s changed more in the last five years than the last 50:

The "TV as an Activation Medium" panel at FTVA Global 2019

Performance: Cross-platform, multi-touch, full-funnel

For years, brands have measured and optimized TV for performance, but the sell-side has recently started to prioritize real-time proof of performance in an effort to retain and grow ad spend. For far too long, Google was deemed responsible for driving those last clicks, but with cross-platform (linear + digital TV) and cross-device attribution, networks/publishers can prove, unequivocally, that TV gets credit (or partial credit) for driving engagement.

As we go into the next decade, it’s all about advertisers defining what they want to get out of TV – they can be actions across the funnel – and measuring the direct impact on those particular business outcomes.

Attribution has to be always-on – end of story

Digitally native brands, especially those that fall into the direct-to-consumer (DTC) category, have been the driving force behind the increased adoption of TV attribution. They are used to minute-level data and analytics, and expect proof of performance, on a spot-by-spot basis, every day, to ensure campaigns are ROI positive. That’s why it’s so critical for attribution solutions to be “always-on” reflections of 100% of the market … otherwise, you’ll fall behind.

Activation doesn’t negate brand building

When was the last time you watched TV without a second-screen device nearby? This shift in our “viewing culture” has turned TV into a primary driver of digital actions for advertisers. But while the industry has been focused on maximizing that performance, some pundits have claimed it’s come at the expense of brand building.

But brands don’t have to compromise – they can have both. Many of our clients measure TV’s short-term spike, but also its longer-term Adstock and halo effect. The expectation from marketers should be that they can have measurement and proof of performance on TV’s impact, regardless of where it sits in the funnel.

It’s all about the mix

The “new normal” brings linear and digital TV together, not apart. While both mediums work well on their own, they work even better together. When OTT is added to linear campaigns, the incremental reach it brings is very impactful, allowing advertisers to engage with audiences they never would have with linear alone. TVSquared has seen the addition of OTT increase already strong response rates by 3x.

Advertisers should be creating strategies that “cover it all,” with a specific focus on what is driving the best outcomes. The key to finding that ideal “video mix” is by measuring linear and digital TV performance in a single platform, and then applying those learnings to consistently optimize.    

Every data point tells a story – use it well!

TVSquared often talks about the industry’s emerging “data wake-up call,” meaning advertisers focusing less on acquiring data and more on generating insights with the data they already have. Data is only useful if you can turn it into actionable insights. And to do that, you need a platform. Every insight generated from TV performance measurement should be acted on – whether it’s optimizing a campaign in flight or using it to inform future projects.