FORT LAUDERDALE — Layering in digital media into TV buys can lift brand metrics on the TV side, and agencies would be wise to continue to showcase the case studies reflecting that to clients, says Veena Rayapareddi, Vice President Programmatic at Cadreon/Magna Global (IPG) at the recent Beet.TV executive retreat. “We can show the lift in brand metric on the TV side when TV and video is converged.”
Data helps to make the case. “We take third-party data, TV data, and viewership data and map it to Experian and Rentrak data and do modeling. We then use that in buying programmatic,” she says. That sort of convergence through data has helped increase the TV reach by 50% to 60%, she says.
More work needs to be done to move TV dollars into digital, but by the end of 2015 she expects to see a significant rise in convergent buying.