“On TV and videoA column that explores opportunities and challenges in advanced TV and video.
Today’s column is by Spencer Lambert, Product and Partnership Success Manager DataFuelX. After this exclusive first look for customers, the piece will be fully published AdExchanger.com On monday.
There was a definite industrial momentum towards business outcomes, moving towards advance negotiations before the epidemic. In terms of sales, players like A + E, Warner and NBC were talking about results-based guarantee or optimization tools, while on the buying side, companies like Horizon Media are announcing big strategic commitments for the initiative.
As this year’s progress continues, the effects of the epidemic have largely stalled this agenda, with Nielsen’s loss of MRC recognition and subsequent currency wars engulfing other conversations.
But it is important to note that the measurement discussion includes a linear and, ultimately, the strategic goal of results-oriented guarantee in the convergent TV world. Otherwise, the television industry risks falling further behind in terms of digital capabilities.
TV digital standards should be maintained
As we move closer to convergent TV, questions remain about language, metrics, and cross-channel planning guarantees. Will it be the old school linear buyers who will bring the GRP language in an addressable manner? Or will digital shoppers bring a CPA-like scenario of inventory to the linear world?
Facebook, Google and Amazon account for more than 35% of the market share. They provide a clear picture of result-oriented purchases on their platform. The reach of linear television allows it to be run by different measurement rules for a longer period of time, but it is clear that a concerted effort is required by advertisers to prove more value:
- Advertisers want to know how to blame consumer behavior on television spots
- Advertisers need a defined benchmark or baseline for success
Directly blaming consumer behavior on a national television spot will always be challenging, but it cannot be said that it cannot be done. Data companies such as EDO, TVision, and PlaceIQ offer consumer feedback on national advertising broadcasts, such as search engagement, visibility, or store visits.
For more accurate attribution, determinant data sets may be employed at the first-party level, or sources such as Catalina may be used to capture the national TV of website traffic or sales lifts.
In the case of benchmarking, the only solution is to hold the publishers vertically so that they can truly control: the placement of the ad. By creating a lift guarantee of results compared to baseline (non-optimized campaigns), publishers will be placed to place ads that perform best for advertisers, not in a total sales number that can be thrown out the window with another lockdown. .
Results-based purchases reduce waste
If we as an industry do not begin to hold ourselves to the level of attribution set by our digital competitors, market share will continue to hemorrhage, not because of declining audience numbers but because of inability to adapt to marketer expectations.
We constantly talk about the dollars used on the wrong viewers as waste. It’s time to dump her and move on
Follow AdExchanger (@ Addexchanger) On Twitter.