As technology reshapes our media experience, TV remains a powerful channel for content consumption. In our next Ask the Expert series, we dive into a pivotal subject – the convergence of TV, linear (conventional broadcast and cable TV), and digital marketplaces.
In this Q&A segment, we’re joined by two industry experts, Dan Hickox, VP of Development & Partnerships at 605, an iSpot.tv Company, and Chris Feo, Experian’s SVP of Sales & Partnerships, who guide us through an engaging discussion on convergent TV, attribution, measurement, and safeguarding personal data in the evolving landscape of TV advertising.
How convergent TV is changing the future of advertising
The convergence of traditional TV and digital streaming platforms presents an innovative opportunity for advertisers to engage their target audience. With convergent TV, you can create campaigns that bridge the gap between linear and streaming, ensuring your message reaches your target audience while avoiding ad fatigue.
Along with high-quality content, extensive inventory, and targeting capabilities, convergent TV offers advanced measurement and attribution tools that will empower you to optimize advertising campaigns for maximum impact. You can make better decisions regarding when and where to strategically allocate your advertising budgets with effective TV measurement and attribution.
Attribution in converged TV
TV attribution involves tracing consumer actions and uncovering valuable insights into their behavior. With these insights, you can gain a clear understanding of the audience exposed to your ads and their actions in response. Lean into data attribution tools to track your target audience throughout the customer buying journey.
Measurement in converged TV
In contrast, TV measurement enables the tracking of performance TV advertising campaigns to assess campaign effectiveness. Through converged TV measurement solutions, you can rely on a singular data source, unifying different channels, devices, and metrics for actionable insights. This analysis will give you insights into the audience reached, their location, and the resulting actions taken.
TV attribution’s impact on cross-channel media
Embracing an omnichannel advertising approach is vital. Evaluating advertising campaigns across various platforms and devices – including linear, TV, and digital channels – is essential for identifying the channels that drive revenue for your businesses. Converged TV and digital streaming enable you to control ad frequency across all channels, enhancing the cross-screen experience. This convergence paves the way for a more comprehensive and holistic future in advertising. Here are three ways TV attribution impacts cross-channel media.
Identify the most effective channels
TV attribution offers a significant advantage in determining the channels that generate the most conversions. By using this data, you can make informed choices about budget allocation to achieve maximum impact.
Deliver a seamless customer experience
Consumers demand consistency in their brand interactions. TV attribution can help you by guiding the optimal timing and placement of ads, resulting in a more seamless viewing experience. This synchronization can significantly enhance customer loyalty and retention.
Enhance marketing effectiveness
By identifying the most effective channels and refining campaign strategies, TV attribution can significantly improve the success of marketing campaigns. The outcome is a measurable increase in sales and revenue, demonstrating the impact of informed and data-driven advertising.
Audience-based targeting across linear and digital ecosystems
It’s crucial to comprehend and connect with the appropriate audience. The emergence of linear and digital platforms has required the development of audience targeting. Across these two ecosystems, audience-based targeting aims to enhance this process by concentrating on specific audience segments rather than general demographics or programming.
Benefits of audience-based targeting
There are four key benefits of audience-based targeting across the TV ecosystem.
Personalization at scale
Digital platforms have conditioned users to expect tailored experiences. Audience-based targeting ensures ads resonate with individual preferences and behaviors, even within the vastness of linear TV.
Combining data from both linear and digital sources makes it possible to segment audiences more precisely. This results in advertising content tailored to each individual, making it more relevant and personalized.
Optimized ad spend
Improve your return on investment by targeting specific audience segments more likely to convert, ensuring your messages reach suitable viewers.
In contrast to traditional TV purchasing, where advertisement slots are bought based on a show’s overall demographic, audience-based targeting focuses on the viewers’ behavior and interests, regardless of the program they are watching.
Unified measurement and analytics
When combining traditional and digital methods of reaching target audiences, it is essential to have a consistent approach to measuring success. By doing this, you can gain insight into how well your ad campaigns perform across different platforms and the frequency with which they are being seen.
By comprehensively understanding audiences within different ecosystems, you can adjust your strategies in real time, guaranteeing that your campaigns remain flexible and successful.
Enhancing the viewer experience
Audience-based targeting benefits viewers by reducing the number of irrelevant ads they see. As a result, viewers can have a more pleasant experience while watching content, which may discourage them from skipping ads and increase their engagement with the content.
Future-proofing and safeguarding data
Businesses are focusing on future-proofing for data privacy, and safeguarding individual data is becoming more significant than ever before. Now’s the time to embrace new methods that protect your data privacy while ensuring that measurement remains accurate. Experian offers privacy-safe solutions to help businesses preserve precise measurement, even with fewer cookies.
“What we’re working toward is future-proofing ourselves. To do that, we work with partners like Experian who are already thinking forward, and with your pixel technology, we can capture and resolve the identifiers that we know will be around for a while.”
Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605
How Experian and 605 work together
605 is an independent TV measurement and analytics company providing solutions for advertising, content measurement, attribution, planning, optimization, and media transactions.
“We partner with great identity partners, such as Experian, that really help us act as the connecting glue across different data touch points. So what it really is, is the ability to have holistic measurement across the different channels, across the different audiences and it starts out with the ability to be able to take disparate data sources and match them together.”
Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605
605 and Experian have a strong partnership that enables 605 to enhance its data through Experian’s Consumer Sync and Pixel solutions.
- Consumer Sync – 605 utilizes Experian’s Consumer Sync to ensure their data is privacy-compliant and deterministic across all sources. Experian identity organizes people into households, links their digital devices and IDs to them, enriches their identity with behavioral attributes, and then makes this data actionable in any environment, all while maintaining consumer privacy and data regulations.
- Web Pixel Attribution – 605 utilizes Experian’s pixel solutions to generate web pixel attribution reports on a client-by-client basis – for linear, TV, and cross-platform reporting. 605’s reporting capabilities allow customers to understand their marketing campaigns’ true impact and precisely identify high-performing strategies. With the Experian pixel, partners like 605 can learn more about anonymous website visitors by linking associated demographics and behavior attributes, build audience segments based on the highest cart value customers, and more.
The 605 and Experian partnership work hand in hand to make linear TV as actionable as digital media for you. Customers can prove the effectiveness of their marketing tactics and gain actionable insights to deliver highly impactful campaigns.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Dan and Chris’s full conversation about TV measurement, data analytics, privacy regulations, and the evolving landscape of TV advertising in the digital age.
About our experts
Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605
As the Vice President of the Solutions Consulting team, Dan collaborates with sellers to turn prospective opportunities into long-term client relationships. He leads new initiatives and drives partnerships that expand 605 capabilities and improve marketplace positioning.Dan brings over a decade of cross-channel media experience in advanced analytics, media optimization, data integration and statistical analysis to 605.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
Latest posts
Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards' Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year's regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. "Are is a force of nature and his creativity and passion know no boundaries, it seems," said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. "Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance." "Are is a superstar within the Norwegian startup ecosystem," said Kim Balle, founding partner and CEO of the Global Startup Awards. "From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category." "It is an enormous honor to be named Founder of the Year by the Global Startup Awards," said Traasdahl. "I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart." Tapad's Propeller Program hosts five early-stage companies at Tapad's New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl's native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today!
As my colleague Jake Davis and I were planning this blog post, we had a lengthy conversation about what we were going to focus on. If you’ve experienced even one holiday season as a digital marketer, you know there’s a ton of crucial decisions to be made about your Q4 digital endeavors. Some of our clients have been planning since the end of the summer for “prime time,” and more than a few mentioned that they earn up to 40% of their annual revenue between October and December. Jake and I are both marketers – my perspective is from the strategy and planning angle, while Jake is The Man when it comes to data and analysis. Together, we make each other better by challenging each other’s ideas and perceptions. We think this blog post captures the best of both of our perspectives. Ultimately, there are a lot of variables at play all year long, but making smart decisions about creative, segmentation, deployment time, content, etc. carries a lot more weight as you close out Q4. I am interested in volume trends and thematic changes through the holiday season; because I believe marketers truly want to be proactive about crafting their holiday plans. In the real world, however, the calendar is a living document and a moving target – if a brand is not hitting its projections, course correction at the 11th hour can happen. Our goal is to ensure that type of recalibration is more the exception than the rule (and to give you some pointers even if you find the calendar is more of a guide than a concrete plan). Jake and our analytics team do some of their most innovative analysis annually, after the holiday season. That analysis of the 2015 holiday season, along with projected trends and industry developments, is what we are using to help frame this particular piece of thought leadership. With that being said, here are four charts and some explanations that can help you win by December 31st: 1. Peak Days Black Friday and Cyber Monday still have a hold on the public’s attention and wallet, even with promotions that began at the end of October. Factor in mobile shopping, and Cyber Monday in particular could be especially lucrative: mobile first consumers are ready, willing and even more able to make purchases from virtually anywhere, not just in front of their computers or tablets. But expect a decline in email marketing effectiveness from the year before…for all of the same reasons it will be so lucrative elsewhere. 2. Send size matters Batch and blast is probably here to stay, no matter how much we preach about the long-term benefits of smaller, targeted campaigns. Even the savviest marketers will resort to some large sends this holiday season, so when you do, it will serve you well to remember this maxim: volume is negatively correlated with email KPIs. Your send size might be the only reason you see a decline in your open rate – and that’s just math! 3. Animation: a key to unlocking engagement Animation has been around for a while now, but that doesn’t mean it’s any less effective. Last holiday season, mailings that included animation were clicked on 30% more than expected based on other trends. While that might because only the best mailings get this treatment, expect animation to get your customers moving. 4. Free shipping Free shipping was the most popular offer in 2015, although slightly less effective than 2014. As recent news about an increase in shipping rates reaches consumers, free shipping could prove to be even more compelling than past years. On the other hand, marketers that offer free shipping may see their bottom line affected (so prepare for Free Shipping with higher qualifiers, and remind your consumers about all the other great benefits they’ll receive by shopping with your brand). As with last year, our ultimate take-aways included the strong Jake and Liz approved suggestion to look at performance from your digital channels in a holistic sense. How have you been communicating with your customers the entire year? Is your website mobile optimized? Is your content personalized and relevant? Are you targeting the right audience? Are you using browse and abandon behavior to send triggered emails and make product recommendations? Most importantly, do you understand the context in which you’re deploying your email? It’s a competitive world out there, and most everyone has the same tricks up their sleeves. Be creative and daring when thinking of what minor innovations could prove major to your bottom line. While the charts above describe holiday 2015 (and rest assured, they will likely describe holiday 2016), it’s the tiny variations – the curious interpretations – that will drive your program forward. And when you’re struggling to come up with that variation? We’re here to help. Read more analytics posts here.
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte's Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. "It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list," said Are Traasdahl, founder and CEO of Tapad. "Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I'm extremely proud of our hard-working, talented team for continually executing at such a high level." "Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible," said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. "This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls." "This year's Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead," added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. "Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors." Contact us today