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addressable TV

Trends and Prognoses

Given the ongoing geopolitical and economic uncertainties as well as technological and cultural changes, which trends will continue in 2023 and what new trends will emerge? Here is a summary of reports from Dentsu and other sources.

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Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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What Drives Consumers to Share Their Data in Addressable TV?

  • JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

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CIMM’s Cross-Platform Video Measurement & Data Summit

  • CIMM

Cross-platform media measurement has never been more crucial. Fortunately, industry experts met recently at the 10th Annual CIMM Cross-Platform Video Measurement & Data Summit to discuss recent advancements across the industry, and what needs to be done to arrive at solutions. CIMM CEO and Managing Director Jane Clarke opened this year’s virtual event by outlining the organization’s vision for developing more effective cross-media measurement. She revealed the “building blocks” to such an endeavor: TV census-like data, digital census data, cross-media or “Linked” panels and ID resolution. Clarke also outlined the state of measurement as it stands now.

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How This Regional Toyota Marketer Connected TV Ads to Dealer Visits via AdAge

In June and July of 2016, 652,000 households in Arkansas, Louisiana, Mississippi, Oklahoma and Texas saw at least twice as many TV ads promoting summertime deals on the Toyota Camry as others in the region. Not only did Gulf States Toyota target these households specifically based on data showing they were in-market car shoppers, the regional Toyota office measured whether the addressable ads led to an increase in foot traffic to dealerships by directly tracking when anonymized mobile devices associated with the targeted households showed up in stores.

The process involved three key players: audience data provider Experian, addressable TV ad seller AT&T AdWorks and mobile location data firm NinthDecimal. First, AT&T, which offers DirecTV inventory, imported audience data associated with in-market car shoppers from data broker Experian. Following some refinement tests, 652,000 households were determined as the target audience. During the campaign run, those households were shown up to three times the number of ads others in the non-targeted audience were, accommodating advertiser rules for optimal frequency, and ensuring ads didn’t run back-to-back, for example.

The campaign results showed that the ads sparked 19% more Toyota dealership visits from those targeted compared with the control group. NinthDecimal also found that 80% of visitors traveled 10 miles or fewer between their homes and the dealership.

Access full article from AdAge

Editor’s Note: Just a few of the interviewee’s comments, full interview with link. Omnicom’s CRO Addresses the Realities of TV Addressability via AdExchanger (interview with OMG’s Jonathan Steuer)

 

  • Historically, there’s research that supports planning and there’s attribution data and measurement data that supports everything from ad effectiveness measurement to where the audiences are, that’s different from the all-Nielsen world that TV has traditionally operated in. And I want to connect all of this to the world of data-driven television
  • You can argue the numbers, but there are probably only about 25 million addressable linear households where you can put the ad directly into an ad pod. And another 10 million to 25 million, depending on how you count – where you can do addressable on demand
  • What’s today branded as programmatic TV is remnant inventory from cable operators and local broadcasters. That’s getting rolled up by companies with technology platforms that can run viewership against targeting data. They try to package up the small amounts of inventory they have access to in ways that make it more data-driven. Then they put it in a platform that allows for some amount of automation

Access full article from AdExchanger

Presented at the ARF Audience Measurement Conference: A Tale of Two Addressable Ad Campaigns – brand vs category via Media Post, source: Publicis and Nielsen Catalina Solutions

The fact that two disparate campaigns, across separate addressable TV platforms, for the same (undisclosed) client, in the market at the same time, presented a unique opportunity to effectively test what happens when you target consumers on the basis of brand vs. category.

Both campaigns were proven to generate significant incremental sales lift, but the one targeted at brand buyers generated significantly more: 29% vs. only 19%.

The brand buyer-targeted campaign generated an incremental sales return of $0.75 per household reached, vs. only $0.55 for the category buyer households.

But because there are more category households in the universe, the overall reach of the category targeted campaign generated more incremental sales.

http://www.mediapost.com/publications/article/278388/publicis-addresses-household-targeting-finds-high.html

“A Tale of Two Addressable Ad Campaigns” – Publicis & Nielsen Catalina Solutions

With the increase in TV advertising spend on more targeted household-addressable and, in development, programmatic platforms, advertisers are looking for guidance on how best to define their targets.

As part of our ongoing partnership in addressable TV targeting and measurement, we undertook a comparative analysis of two addressable advertising campaigns in the same product category – one based on brand usage while the other was at the category level.

Among the key business questions for this research were:

1) What is the comparative impact on sales when running addressable TV campaigns based on a brand target versus a category target?

2) Do the results vary over time?

3) Should the same targets be used for digital and TV?