National brands may have been first to embrace the new art and science of data-driven TV advertising.
But local peers are getting in on the action, too.
In this video interview with Beet.TV, Rachel Herbstman, VP, Data Innovation, Ampersand, explains what is happening.
Pioneering a data-centric approach
“In the past, they weren’t as data-centric as the national space. But now, they are really being more data-centric and are realizing there’s more opportunity for reach in cable and the whole streaming environment.”
She says brands of all sizes are flocking to a medium that can drive brand awareness and move products.
While Herbstman acknowledges that the local space was slow to adopt what national players have been doing for a while, she sees progress.
She adds: “With a more data-centric focus and understanding that there are opportunities to tie back a household ID deterministically in a privacy-compliant way back to what they’re actually investing on, there’s no reason not to be using the insights that they could be to their benefit.”
Overcoming cross-platform measurement challenges
Herbstman believes that proving the investment is key, with much of that proof coming from avoiding duplicate ad exposures across the channels.
She reveals that many clients have seen as little as a 5% duplication across linear and streaming, emphasizing the importance of measuring correctly and deterministically tied back to a household ID in a privacy-compliant manner.
But Herbstman stresses the need for better measurement in TV advertising, drawing on the industry’s decades of rules, regulations, and compliance experience.
“You need multiple platforms and multiple ways to reach an audience, but you have to make sure you’re measuring holistically too.”
Addressing the ‘silo challenge’
Herbstman admits that access to data has been a challenge for brands in the past, but asserts that “the data definitely exists and the technology is there.”
She says Ampersand is well positioned with data assets that provide insights into linear viewing, streaming viewing, and broadband-only households.
“Video is important no matter where it is, but it’s also important to know where it’s actually reaching your households and your audiences,” she concludes.