In the emerging world of advanced TV advertising, it isn’t just the ability to use and match audience data that is of critical importance.

The speed with which that can happen plays a crucial rule in the efficacy of such campaigns.

In this video interview with Beet.TV, Jessica Hindlian, SVP, Identity & Partnerships at TVSquared, says speed is of the essence.

TV data is the new oil

Hindlian says MVPDs are in a stronger place than ever thanks to their new ability to capture data about their own audience, a consequence of TV shows being delivered through IP-based platforms.

For an industry that was traditionally wedded to Nielsen alone, that is a step-change.

“As the pandemic has accelerated the shift to consumption on CTV and more digital video, that has actually put a little bit more power into the hands of the programmers,” Hindlian says.

“The TV publishers can now capture those device IDs and actually start to assemble a view and append attributes to those IDs to understand who their audience is. ”

Speed optimization becomes key

But Hindlian says there is another dimension which impacts on the new practice.

“It doesn’t really work any longer to have a four to seven day timeframe to onboard an audience and match it to a specific identifier in order to activate an addressable campaign,” she says.

“At that point, half of your addressable opportunity may actually have an evaporated.

“So I think what we’re seeing now is demand on the part of brands and advertisers for the overall process by which data is moved to speed up.”

The battle for latency

But Hindlian also notes forces of inertia from some quarters in the industry.

“We’re also seeing a resistance to actually wanting to move that data,” she says.

“I think it’ll be interesting to watch how it plays out over the next year as clean rooms continue to rise and the need to actually optimise comes into play because there are certainly challenges with the infrastructure as it exists today around that.”

Software for TV

TVSquared helps brands learn how TV advertising is driving traffic to their websites.

One of the TVSquared’s two main software pieces is ADvantage, a platform providing offering insight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.

The company’s Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.

You’re watching “Advertising Transformation: What’s Next for Converged TV + Video,” a Beet.TV Leadership Series and Summit presented by Mediaocean, produced virtually during CES 2022. For more videos from this program, please visit this page.