Addressable and Attribution: Talking Through Challenges at VAB

The first two sessions of the halfday event delved deep into topics frequently scrutinized these days addressability and attribution The sentiment is that amp8212 whether linear or digital amp8212 TV is composed of content and distribution and we should be able to measure it and hold it accountable So where do the stumbling blocks remainOffering one of the quotViews from the Topquot as the kickoff panel was titled Doug Ray chairman media of Dentsu Aegis Network USA acknowledged that even while streaming subscribers have surpassed pay subscribers it39s an quotopportunistic time periodquot for those who solve for deficiencies The Dentsu Aegis approach is to help clients understand the landscape including the need for a broad view of video The agency also helps them identify unduplicated reach which he said correlates to household penetration and incremental salesThis education is an ongoing effort quotThere aren39t enough clients that are seeing the holistic opportunityquot Ray added Many are looking at things the wrong way he said quotstill focused on say the CPM of OTT or the CPM of addressable TV and saying 39That39s too expensive39 versus cable or other channelsquotNicolle Pangis chief executive officer of Ampersand took a sidebar on semantics saying that quotstreamingquot or quotpayquot aren39t different they39re TV just delivered differently quotMy kids don39t ask when they39re watching 39Hey is this linear39quot she said She also pointed out that quotbrands will lean in wherever there39s the most audience with scalability and measurementquotLisa Valentino executive vice president of client and brand solutions at ABC Disney agreed that TV isn39t an eitheror She stressed that quotwe do have to be careful not to make this a race to the bottomquot between linear and digital and instead focus on how to connect and measure all screensDiscovery39s Steinlauf offered a wellformed prediction and an imperative for quotlighter loads targeted ads and targeted contentquot That teed up reference to Discovery39s 60000episode television library quotIf we fire up a good algorithm on that contentquot he explained quotwe make the experience much more personalized So if you love animals or science or cars or Oprah Winfrey content there39s going to be an engine that can program that service for you the way music is programmedquotDiving deeper into ad loads Dentsu Aegis39s Ray was fervent about the challenges of inventory and yield quotThe only way to lighten that load and maintain revenue is to be able to enable more inventory that39s availablequot he said quotWe39ve got to move away from considering reaching the audience within a narrow footprint of content that is available Instead ask what are the streaming adsupported opportunities the other formats and video opportunities that exist in that portfolio and how do we think about the ads traveling across all of thatquotAll were in agreement on the need for advertisers to embrace all viewership options They also concurred that there39s a need to fill in for underexposed audiences through addressability which everyone also agreed is still fairly nascent quotI39m sort of starting to feel about addressable the way I feel about the word programmatic which means something so specific in so many people39s mindsquot said Steinlauf adding that it39s not always positive quotFor now addressable means DirectTV It means highly targeted interactive for marketers who want to have a 17minute engagement with a household And I think we39ve got to change thatquotSteinlauf noted that it39s time to bring dataled and techenabled capabilities to video quotAddressable TV or advanced TV is a way to complement the holistic approach to videoquot he said quotWe39ve got some nomenclature that comes with baggage amp8230 but really what is the underlying capability that39s enabling us to do things better to do the best practices that we39ve always known works for building brandsquotAmpersand39s Pangis was plainspoken on what else is needed quotMore interactive ads and ways to interact with advertising are essential as these days the consumer expects to be able to do something about something that they seequot she said quotTV should always be will always be the best way to build brands People can39t react to an ad even when targeted to them if they don39t know that the brand exists to begin withquotOther challenges amp8212 primarily attribution amp8212 were the focus of the next panel Whether with the aid of deduplicated reach or audience propensity sales success would ideally be able to be attributable to TV with the marketer selling more product thus spurring more investment back into the medium and creating a virtuous cycle Xandr39s Brown pointed out that quotyou can put together a customer journey that39s scalable and repeatable and takes all the effort out of your wayquot So that is realistic today The other reality though is that marketers still want an quotuber clearing house single platform with all consumer data all inventory pricing and more and that is complicated and aspirational right nowquot he addedBrown told MediaVillage after the conference that quotwe are starting to see some positive movement toward audiencebased planning and buyingquot He attributes that to more robust data enablement quotand better tools that allow brands to execute full customer journey media activationsquot On the panel Brown had noted the numerous agencies acquiring and investing in large data companies aimed at helping drive the creation of peoplebased planning tools Offline he added that quotOne factor fueling this movement is persistent identity and a complete understanding of the customer journey to power intelligent advertising in a way that39s more relevant for consumersquotCounted solidly among companies that have good identity data is ATampampT which has quota billing relationship with about a third of the population across TV mobile and broadbandquot Brown said ATampampT can use that data he added quotto identify the most relevant customers and even manage frequency within that ATampampT worldquot However as fellow panelist Ken Norcross director business development of Inscape pointed out like other aspects of advanced TV there is still a need for educating marketers and explaining the underlying data and what they39re being measured againstFor panelist Roseann Montenes vice president precision and strategic audiences sales partnerships at AE Networks whether it39s precision performance or a combination of it all the network39s true north is quotif marketers are winning amp8230 we39re all winningquotDon39t stop now Stay in the know on audiovideo trends with more from EB MossClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Addressable and Attribution: Talking Through Challenges at VAB

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E.B. Moss

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