Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows.

But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter.

At the Beet Retreat, comScore EVP Cathy Hetzel and chief product officer Raghu Kodige of Aplphonso, a TV data insights company, discussed the latest trends.

“I do think location data helps,” Hetzel said. “We have a point of attribution where we can start to see that these people responded to this ad and visited these stores more than they did before and guess what? It didn’t really play well in these other places.

Then you start to have to unpack that and figure out why didn’t it? What other mechanisms may have been in the way? Or why? Is it just a creative? Is it something else about what we’re doing?

Alphonso’s Kodige explained how a recently-launched new reporting product for TV advertisers is helping advertisers to see how data can transform their understanding of what works and how quickly.

“An agency out of Detroit saw that,” Kodige said. “They actually called us and said, ‘Hey, can you use this data to look at what types of creatives actually draw people into dealerships?’ We did a study across various different brands and we looked at what was in the creative, whether it said $700 cash-back or 2% APR increase, did it have music in it? What type of artists were being used?

“Each of those we were able to tie back to how many people actually saw that ad and went to a dealership? What we found was, even though the APR increase and $700 cash-back financially translated to the same thing, people more responded to the $700 cash-back rather than the APR decrease.

“Now (brands) see, ‘Oh, you can do all these kinds of things very quickly and now I can think of more use cases.'”

Alphonso‘s offering brings the ability to retarget consumers with ads on digital devices based on TV-viewing cues.

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.