While discussions about consumer identity graphs “are continuing to emerge,” TEGNA’s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson.
4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains in this interview with Beet.TV at the recent LUMA Digital Media East conference. “In many cases, it’s as simple as an auto intender. Or in other cases, it’s piecing together different audiences to create a psychographic.”
Having built its CTV business over the last couple of years, “we have a connected-TV device graph that we built with MadHive,” a company in which Premion is an investor in addition to having a stake in 4INFO.
“Both of these identity graphs allow us to not only reach audiences but to do it with a high level of accuracy.”
Asked about local versus national audience targeting, Wilson cites a case study about a national automotive advertiser that wanted to work with Premion because of its scale in connected TV and OTT plus its 125-network reach.
“They wanted to reach a national audience with one piece of creative, which we don’t do, our partners do that. We met with them and frankly convinced them that although they should think nationally, they should act locally,” Wilson says.
“What we did instead was we built out market-by-market programs with them that allowed them to look at the ROI by markets, look at attribution and traffic that was driven by market. I think we’re going to see more of that. I think we’re going to see more national brands looking at how they can execute locally.”