Last week, Mark Hudson, our Head of Business Intelligence, participated in DMCNY’s “Demystifying Advanced TV” panel, alongside Melissa Hutter, Comcast Spotlight’s Director of Measurement Strategy and Scott Grunther, EDO’s EVP and GM of Media Analytics. The Drum’s Andrew Blustein acted as moderator.
The conversation revolved around the state of advanced TV, and the importance of data and best practices for brands looking to take advantage of this emerging space. Here’s a look at some of the panelists’ top insights and tips:
Be Realistic & Start with Linear
Even as brands are beginning to experiment with it as part of their media mixes, advanced TV is still very much in its infancy. Advanced TV buys (like all ad buys) should be continually optimized and measured; it can be helpful for advertisers to begin with their existing linear insights and go from there.
Mark acknowledged that utilizing advanced TV, especially in relation to linear, is “a learning experience” – so patience is key.
“Don’t assume who you’re talking to is talking back,” he advised. Patience can often beget opportunities through experimentation, such as discovering unexpected programs, genres or dayparts that work well for a brand.
Hold TV Accountable – Regardless of Type (Linear, VOD, etc.)
Proving effectiveness is integral to any campaign’s success; and data is accountability’s most powerful weapon. “Data is key,” Melissa said, as the TV industry itself is continually embracing “more digital-like tactics.”
Of course, the type of data also matters, especially when considering what it can or cannot do. Mark explained how, “neither deterministic or probabilistic [data] are a perfect solution, [but] both work toward the middle,” and can work together to provide advertisers with thorough, valuable insights.
Understand the Changing Focus of Networks
With the panel taking place on the heels of the Upfronts, the panel spent some time reflecting on some major industry trends. Scott said how, during this year’s Upfront presentations, there was a “greater push toward data” compared to previous years.
Still, he made it clear that networks can no longer “rest on their laurels.” It’s no longer enough for networks to rely on their established reputations; they must also be willing and able to move forward with more data-driven results that prove the effectiveness of their particular programming.
He noted how one important way some networks are taking this step forward is by working with tech companies, such as TVSquared, to prove TV’s viability as a performance-driven channel.
Looking ahead, data will continue to be integral to advertisers looking to maximize TV’s effectiveness across all screens and guarantee the best possible results from their campaigns.