leveraging data

Key Takeaways

• The entire population needs to be represented in the search for alternate currencies, along with their viewing behaviors for accurate measurement, noted Mark Mitchell (Xandr). Fully on-boarding datasets requires that providers give the industry options that allows this in a “light-weight fashion” with the ability for testing, evaluation and adjustments. The goal is to ultimately get to a point where the marketplace can make a decision around options that inspire confidence in the industry.
• The increase in complexity has different impacts on the buy side and the sell side. As brands look to TV to deliver more than upper funnel measurement, agencies will look to make the best data choices for their clients, Joan Fitzgerald (Data ImpacX) stated. They are going to be as flexible as they are in other areas of data decision making in picking the right currency to use for the right brand for the right question.
• Incorporate data from both ad-supported and non-supported platforms in undertaking data normalization. Michael McGuire (MSA) works with his clients to understand the key metrics based on available data, making sure that the underlying platform allows flexibility so that over time as the industry and data continue to evolve, the underlying metrics also evolve.
• Tying together TV and ad viewership data with surveys meant ensuring enough scale with the right data partner, according to Stephanie Gall (Lucid). Melding the use of deterministic device-level with survey-based individual profiles helped determine the likelihood that the same viewer was exposed to an ad.
• More sophisticated targeting meant going beyond basic logic with machine learning and data at scale to identify nuances for one-on-one models that “take it all the way to outcomes” for Caroline Horner (605).
• Purchase-based targeting in measurement for Liz Mulyk and Lisa Ryan at IRI meant optimizing towards results that worked across a portfolio of brands. Purchase data guided decision making strategically across planning cycle, from end to end, and scaling data with partners enabled modeling precision audiences that drove volume growth and incremental ROI.

Key Takeaways

• Understand the “what” and “why” of measurement.
• Identify proper creatives and whether testing should focus on brand ads or product-specific creatives.
• Important to discuss potential impact ahead of time.
• It is critical to understand change in rotations, flighting and dark periods along with which aspects should be evaluated based on main objectives.
• Just under half (45%) of linear TV viewers are underexposed to linear ad campaigns.
• Heavy TV viewers (20%) tend to be oversaturated with ads and might need stronger brand messaging in order to move the needle.
• The majority (97%) of linear TV budgets spent in Q4 2021 reached only half of linear TV viewers.

Key Takeaways

• In supporting multiple currencies for this project, Pete used a light integration of data that was easier to implement than a full onboarding of data, which is expensive, time-intensive and not always contractually feasible. The data-driven linear (DDL) viewing data was optimized in terms of impressions and ratings rather than reach.
• Assessing the systematic differences between the currency provider and an alternative is necessary for currency conversion. Xandr saw very large differences between vendors.
• Buyers and sellers need to understand how deals compare when assessed against different currencies.
• Identifying audiences that were more likely to convert led 605 to follow an iterative process that checked effectiveness of prior campaign responses, studied how targets responded and refined them to create and execute against the new target audience for delivery conversion, frequency and lift.