In our previous posts in this series, we discussed how 2016 will be the year of accurate attribution and unicast distribution of prime content. Today, we?ll look at the last two trends identified by our CTO, Kevin O?Reilly, which will greatly impact the TV advertising industry this year.
Targeted TV Buying
With the number of addressable ads for live and VOD TV growing, measuring response and determining the right TV content to reach a segmented audience will be a high priority for advertisers. Measurement data, combined with viewing patterns at a household level, will offer TV advertisers tremendous insight into what, when and how their target audiences are consuming TV. With that knowledge, they can optimize ad buying and target content accordingly. Specific target audience can be reached in high concentrations at the hundreds of thousands of TV spots each week.
TV advertisers, backed by same-day analytical insights on campaign performance (like those provided by TVSquared!), are working for the first time without guesswork: optimizing campaigns in-flight, strengthening ad buying and improving customer targeting in the process. As the ?how and where? of traditional and non-traditional TV viewing continues to evolve, this year will prove to be an interesting and innovative time for TV advertisers.
As cross-device marketing matures and attribution becomes more accurate from device to device, the role of TV and its impact on the customer journey will increasingly emerge. With same-day, accurate TV attribution data stitched together with data from other devices, advertiser will be able to see how TV truly impacts the omni-channel marketing world.
As marketers look toward ?a true attribution view? of the customer journey, the expectation will be that technology vendors provide the means to stitch together those distinct actions of the customer into a single journey. Creating this true view of the customer will require a convergence of data and, in some instances, of technology to achieve.
However, a consequence of this final trend will be an increased awareness of how marketers are using and collecting data, placing the consumer in a trade-off that is privacy vs. personalization, or rather the cost of privacy vs. the pay-off of targeting.