Programmatic Experts Keen for Integrating TV and Digital Data

FORT LAUDERDALE — Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV.

For instance, the “people challenge” in broader data integration brings up major issues of realignment for many agencies, says Marc Lomas, SVP Programmatic, East at Cadreon. “We are looking at how to realign our teams on the programmatic side, advanced TV side and traditional TV. There is a huge groundswell in data. We have invested in data stores, and synching data from multiple sources such as taking data from online, offline, and CRM, and looking at efficiency and effectiveness and measuring it across channels.”

As marketers and agencies integrate the use of data more precisely into their operations, there may be shifts in departments and divisions. Looking ahead, Lomas would love to see more of the cross-screen platforms offer better insight into how to deliver creative at the right time to the right audience. The tools exist to do just that, but aren’t utilized to the fullest in order to make the best pairing of creative with data targeting.

Another issue is that there is too much averaging of numbers going on when it comes to using data at marketers’ disposal, says Tim Castree, Managing Director North America at Videoology. Consider the issue of marketing a movie at release. The movie will gain 60% of its audience in the opening weekend so frequency in a digital or programmatic campaign has to be crafted in such a way to understand that unique situation. “We need to get beyond these averages and use our data to understand the distribution of reach and frequency,” he says.