VIEQUES, PR – Disney ABC Television Group wants to expand the definition of “data” beyond the delivery of impressions or selecting shows, dayparts and units. It’s part of a holistic approach that leverages the company’s immense store of information across all of its assets.
This requires looking beyond audience targets and encompassing data from set-top boxes, ad servers, social media and other sources, according to Mike Dean, VP of Programmatic & Date-Driven Sales.
In other words, “How can we bring all of these things together and then really start at the beginning of an advertiser’s journey,” says Dean. “Be smarter about planning, consumption across platforms, how that rolls up.”
The next method for using data is for delivery and optimization, getting down to which impressions and units are the right match for specific objectives, Dean says in an interview at the recent Beet.TV Executive Retreat titled Video Everywhere! The Transformation of Media & Advertising.
“Lastly, how do we tie that all together with data to prove attribution, to prove ROI and feed those insights back into the planning process so that we’re going full circle,” Dean adds.
The company’s initial focus is on the power of content, multiplatform television and scale. Then it layers on Disney data—what it knows about users, viewers and fans and how they engage across mobile, media properties in in places like parks and theaters.
“When we bring those together, it gives us the ability to improve a marketer’s target, have a better understand of our viewers,” says Dean.
Given market complexity, fragmented platforms and silos, it’s a challenge to achieve a holistic view.
“The first thing we have to solve for is those foundational capabilities,” he adds. “It’s not the things that are going to make headlines, but it’s the roll up your sleeves kind of work that we must do to set the foundation for the future.”