“On TV & Video” is a column exploring alternatives and challenges in superior TV and video.
At this time’s column is by David Wiesenfeld, lead strategist, media and leisure at TransUnion. After this unique first search for subscribers, the piece shall be revealed in full on AdExchanger.com on Monday.
We’re in a brand new period of tv. Shoppers have embraced streaming and different types of superior TV (ATV), placing streaming on a path to changing into the principle approach of watching TV within the subsequent two to 3 years. Manufacturers have stamped their approval by shifting advert {dollars} to extra superior types of TV as nicely.
In line with the IAB’s 2021 Video Advert Spend & 2022 Outlook report, linked TV advert spending is projected to extend by 39% in 2022, surpassing $21 billion.
The expansion of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based promoting and near-real-time impression-level decisioning. This new period of TV promoting requires a brand new period of measurement that delivers the granularity and pace advertisers want to maximise marketing campaign efficiency.
Knowledge-driven ATV campaigns want the best id answer
ATV contains household-addressable types of TV (each streaming and linear addressable), in addition to data-driven linear, which permits program-based buys utilizing viewers traits aside from age and gender. Streaming accounts for almost all of ATV advert revenues.
One of many distinguishing options of ATV is that stock is break up throughout supply modes, publishers, gadget producers and programmatic platforms. Every has its personal identifiers, viewers definitions and technical necessities. That fragmentation makes it difficult for advertisers to scale focused advert campaigns.
Identification can remedy this problem. By offering a people-based view that cuts throughout publishers, platforms and gadgets, large-scale interoperable id information units allow constant viewers focusing on and coordinated marketing campaign administration.
The perfect id options for ATV campaigns have three options:
- Accuracy – accurately associating folks to gadgets. Identification options based mostly on family indicators naturally affiliate large-screen TVs (which account for almost 90% of ATV viewing) to the right house.
- Scale – combining sturdy protection of streaming houses and gadgets with offline indicators, permitting advertisers to handle campaigns with a typical consumer-based view throughout streaming and superior types of linear TV.
- Connectivity – obtainable the place ATV audiences are constructed, transacted and activated. Accuracy and scale are the DNA of efficient ATV id options, whereas connectivity brings id options to life.
Enhanced measurement for an enhanced medium
The flexibility to do 1:1 viewers focusing on and impression-level decisioning has blown up TV advert measurement. Legacy panel-based approaches lack the dimensions to help the precision focusing on capabilities of superior TV.
Since ATV promoting helps household-level focusing on, actionable ATV advert measurement ought to offer near-complete protection of households reached by ATV campaigns. As well as, ATV measurement should collect marketing campaign impressions throughout myriad gadget sorts and activation factors and reconcile these disparate information streams to households.
This is similar problem dealing with ATV focusing on, so it’s no shock that getting ATV measurement proper could be very a lot about getting ATV id proper.
ATV measurement is very depending on high-fidelity mapping of ATV gadgets to households. Concentrating on based mostly on wobbly device-to-household associations is inefficient. Measurement based mostly on a wobbly graph is lethal.
Associating gadgets to the fallacious households will distort attain/frequency calculations and ripple by downstream analytics, together with incremental attain and attribution.
Concentrating on, measurement and planning information units are converging
When constructing a home, the identical structural blueprints are used to information set up of the plumbing, heating and electrical techniques. The identical precept applies to ATV promoting, with id offering a people-based construction that connects focusing on, measurement, optimization and planning in a seamless approach to enhance promoting efficiency.
When ATV advert campaigns use the identical sturdy id spine from finish to finish, measurement actionability takes a quantum leap. Measurement can now straight drive marketing campaign enhancements at a granular stage, permitting advertisers to optimize supply based mostly on viewers traits, publicity frequency, conversion behaviors and extra.
Viewers and marketing campaign insights from identity-based measurement information inform ATV media planning, creating unprecedented alignment between planning and execution.
TV measurement is changing into a crew sport
As measurement necessities evolve in parallel with TV’s shift to an audience-based “digital” advert medium, how TV measurement is carried out is clearly altering. That, in flip, is reshaping the construction of the measurement market.
Legacy measurement suppliers’ competencies in evaluation, reporting and panel upkeep don’t essentially translate to huge information administration and “id.” All are wanted to ship legitimate, actionable ATV measurement.
Identification firms are enjoying an more and more vital function in TV measurement by facilitating the safe speedy motion and integration of huge information units, and resolving device-based info to folks. Resolved information information are handed again to measurement firms for evaluation and reporting.
Trusted partnerships between frontline measurement suppliers and corporations with experience in id and information collaboration are remodeling TV measurement for the higher.
Observe TransUnion (@TruAudiencebyTU) and AdExchanger (@adexchanger) on Twitter.
