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targeting

  • Article

Concurrent Track Panel Discussion: New Methods to Validate Audience Estimates

Joan Fitzgerald - CEO, Data ImpacX

Stephanie Gall – Senior Product Manager, Measurement, Lucid

Caroline Horner - Chief Product Officer, 605

Michael J. McGuire - VP, Management Science Associates

Mark Mitchell - Xandr

Lisa Mulyk - Principal, SVP Strategy Solutions, IRI

Liz Ryan - Client Lead, Media Center of Excellence, IRI

Megan MargraffVP, Data Strategy, Oracle MODERATOR

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.

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  • Article

Bridging the Gap Between Linear and Digital Measurement

Stephanie GallSenior Product Manager, Measurement, Lucid

Karen BiedermannDirector, Media Insights, Samba TV

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.

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  • Article

Leveraging Purchase Signals to Drive Growth

Lisa MulykPrincipal, SVP Strategy Solutions Group, IRI

Liz RyanClient Lead, Media Center of Excellence, IRI

Key Takeaways

  • Purchase-based targets were most effective in driving brand switching and achieving household penetration growth.
  • Targets that were used to drive traditional reach, like demo, affinity and lifestyle audiences were only effective for the “must have” product and were more productive for the full portfolio.
  • Separate out the strategies designed to inform around products that need more education to understand its use.

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  • Article

Enabling Alternative TV Measurement for Buyers and Sellers

Pete DoeChief Research Officer, Xandr

Caroline HornerChief Product Officer, 605

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.

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  • Article

Concurrent Track Panel Discussion: Approaches for Reconciling Privacy with Targeting

Souptik DattaSr. Director, Managing Partner, Data Science & Advanced Analytics, GroupM Business Sciences

David KaufmanExecutive Director, Partnerships & Business Development, Polk Automotive Solutions, S&P Global

Jessica TrainorVP, Ad Platform Partnerships, Comscore

Kao Choua VueMedia Director, H&L Partners

Kevin WhitcherVP of Product, Enterprise Applications, DISQO

Paul DonatoCRO, ARF MODERATOR

Key Takeaways

  • The actions of companies to become GDPR compliant may make state and federal laws unnecessary.
  • IP addresses are not effective and don’t have a strong future.
  • Post-cookies, cross-platform measurement is a serious concern.
  • MTA will look a lot different when cookies go away.

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  • Article

Breaking the Myth: Privacy-Forward Audience Targeting Can Drive Performance

Kao Choua VueMedia Director, H&L Partners

David KaufmanExecutive of Partnerships & Business Development, Polk Automotive Solutions, IHS Markit

Jessica TrainorVP, Ad Platform Partnerships, Comscore

Key Takeaways

  • Privacy-forward audience targeting innovations can drive equal or better performance than cookie solutions.
  • Scalability with granularity is achievable.
  • All AI-driven contextual solutions are not created equal.

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