MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions?
These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel featuring senior-level TV practitioners moderated by MediaLink Managing Director Matt Spiegel.
Tracey Scheppach, Co-Founder of Matter More Media, said waste is going to exist and when it does, there should be a lower CPM. Her take on planning starts with a client’s first-party data:
“I bump that up against addressable linear inventory, addressable VOD inventory, network index buys. Pretty much not using age and gender, but still price it out. We then look at where is the most economical place to reach the true target. Convert everything to an ECPM and look at what channels are driving conversion and adjust.”
Matt Bayer, SVP, Advanced TV & Cross Screen at Cadreon/IPG, said everything starts with KPI’s and defining the role of addressable video or TV:
“If CRM underpins those audiences, great. Doing a deep dive on CRM discovery is a great exercise but I think you have to first start with the role that it’s playing within the context of your comms plan and then back it up from there.”
Defining waste seems to be in the eye of the beholder. Here’s the perspective offered by Jonathan Bokor, Director, Precision Video, Publicis Media Exchange:
“It may be that some of your true target is in the waste. That waste in demo targeted TV is free. When you’re buying a targeted advanced TV buy like an addressable TV buy, you don’t get any of that free waste. All of that has to be taken into consideration.”
Jason Harrison, President of Team Arrow Partners, the agency dedicated to retailer Target, looks at everything based on return on ad spend. “That’s kind of the equalizer across all the different things we could spend money on. We also look at sales per impression, which is a measure that is irrespective of cost. Waste is actually paying a role that we don’t fully understand in driving returns.”
Ben Tatta, Co-Founder of data and analytics provider 605, has seen lots of conventional linear TV campaigns where a lot of what would be deemed waste was actually a base of households that are just more responsive to TV. “We do a lot of modification taking CRM segments and then modifying them based on those that are most responsive or most persuadable based on different types of messages,” said Tatta.
To Harrison, the “next big frontier will be for us to understand linear buy delivery at the household level and to be able to parse out effectiveness, because it’s really hard to do it right now.”
Bokor summed up what is unarguable regardless of how one tries to target and attribution television better than has been done in the past. “TV has to step up and prove that it delivers in comparison to, we talk about Google and Facebook. You want to beat them, you’ve got to be them at their own game.”
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.