FORT LAUDERDALE — Two decades in to the era of the TV set-top box, ad agencies are still not finding it easy to get access to good audience targeting data from viewers’ homes, says a marketing veteran.
“There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative. “I (only) have some small pieces.
“(Getting it from electronics manufacturers) would alleviate a pain point. Whether it’s ACR (automated content recognition), a mobile device or through the TV itself … there’s a lot of ways you can actually get ay the data.
“But what is disheartening to me is, there is 100m boxes right now we know how to clean (the data from) and how to process – it just needs to start to flow.”
Scheppach was interviewed at the Beet TV’s executive retreat.
The retreat was sponsored by by AOL and Videology. Please find additinal videos from the event here.