In a continuation of the FreeWheel Council’s (FWC) Upfronts series, we are featuring more of the roundtable discussion taped during the FWC’s Executive Board dinner in March, where a number of decision-makers from major TV companies talked about the way in which TV’s evolution as a platform combines the best of linear and digital to create unrivaled opportunities for advertisers to drive results at scale.
TV has always delivered premium video content and now increasingly data is being applied to its audiences to better plan, target and measure campaigns. Providing advertisers with quality environments and specific audiences, therefore, isn’t a case of either/or: “Those things aren’t necessarily mutually exclusive– that you are able to deliver an audience in context that behaves differently than that audience behaves out of context.” said Sophie Coleman, VP, Data Strategy & Program Management, ESPN.
With the rise of addressability and improved targeting capabilities with data, TV is shifting from being exclusively a top-of-funnel, branding platform, to a multi-channel, multi-touch medium for brands to drive individuals down that purchase funnel.
“I think the magic is helping a marketer figure out what type of tactics align with [their] marketing strategy. Historically it’s been one that’s been used for what we’ve called top-of-funnel; now, as all these other new tools and capabilities have been developed, whether it’s branded content studios, distribution, off-platform syndication, data etc., I think it’s putting all these elements together to figure out what’s the magic thing that comes out.” Amit Chaturvedi, EVP, Revenue Operations & Product Management, Turner
But it is early stages, and there are areas for improvement to achieve success and results at scale.
“We’re driving a lot of value to down the funnel as well, even though I think we struggle right now to quantify, as an industry, how effective we really are, said Dave Clark, EVP, GM, FreeWheel. “We really study that on a campaign by campaign basis, but we’re just not reporting out at scale. And it’s a great time for marketers to challenge us as an industry to do some of the things that the platforms do, better.”.
It’s not just attribution and accountability that TV leverages in terms of enhanced data capabilities. There are very positive steps being taken within these media companies to create intelligence and insights for brand advertisers.
“It could be insights that we glean from a campaign that might be contextually targeted that we then give back to a client in terms of performance metrics that they may not have been expecting, in addition to whatever impressions or GRP’s they bought,” said John Alleva, SVP, Digital Monetization & Planning, NBCUniversal.
By leveraging anonymized, privacy-compliant data, whether for targeting, optimization, insights or measurement, the rise of TV intelligence will drive incremental value for marketers and accelerate the future of both mass and 1:1 advertising.
Stay tuned for the final video in our Upfronts series which will take a deeper look at how TV and premium video is embracing automation and efficiency.
This video is part of an Upfronts series filmed in New York City in March 2018. Learn more about The FreeWheel Council.