CPG’s Moving to Leverage Advanced Data, While Waiting for Scale

According to this Media Post article by Karlene Lukovitz, consumer packaged goods brands continue to focus their marketing budgets on television.  The challenge is to harness TV’s reach more efficiently and the goal is to integrate that reach into a cross-platform audience model based on buying audiences, regardless of screen.

This article presents some of the highlights of interviews with Srishti Gupta, President of the IRI Media Center of Excellence.  She discussed the progress and remaining challenges of harnessing consumer purchasing and other data beyond demographics in television, especially in a programmatic environment.

Advertisers began to experiment with TV planning based on consumer purchasing data in 2015, “and that is going to impact buying and negotiations in 2016,” according to Gupta.

Gupta stated, “We’re seeing increasing desire to move away from demo- and age-based targeting. As digital media have led the way for custom audience targeting and [fast] attribution-based measurement, advertisers are looking for similar solutions and accountability for TV.”

“With digital spend rapidly growing and projected to beat TV in the near future, and experimentation with addressable TV and OTT,” she added, “there’s an increasing demand both for cross-platform, as well as TV, measurement.”