Data, Data Everywhere in the Upfront: An Overview -- Part 1

There has been a great deal of press on each individual network39samp160data innovation and when you gather all of the pronouncements together it is a fairly impressive tidal wave of research that seems to be upending and guiding the media sales process All in all it is all very heady for those of us with years toiling in the back offices of researchI attended the Turner Upfront where Speciale announcedamp160quotWe are in the Wild West of metricsquot as she capped off her presentation with a Big Data video preceding all the glossy individual network programming videos and announcements that have always been an Upfront staple Linda Yaccarino NBCU Chairman Advertising Sales and Client Partnerships announced at her Upfront that quotData matters more now than everquot as part of an initiative where NBCU will use Comcast set top box dataTurner and NBCU are not alone There is a lot of noise in the industry as everyone shouts from their own rooftops I decided that it would be beneficial to get as many of these announcements in one place asking each company the same set of questionsMy take These data approaches are creatively varied in their use of datasets and metrics Some collect their datasets in a DMP or cloud while others partner with research vendors for their metrics and custom data Surprisingly only some initiatives specifically include set top box data which along with Nielsen may be one of the few datasets that can be used to standardize and compare results across networks Is standardization in our future It doesn39t seem likely to me at this timeQuestion 1 Does your company have a data initiative If so what is itPaul Haddad Senior Vice Presidentamp160and General Manager Advanced Data Analytics Cablevision Media Sales Cablevision is leveraging aggregated deidentified censuslevel audience tuning data to deliver unmatched audience relevancy effectiveness and measurement and offering clients impressionsbased campaigns that are purchased on a CPM basis vs GRP By applying the power of settop box data to deliver data enriched media campaigns to advertisers and to deliver advanced analytics that provide unique insights we are allowing advertisers to better understand their audiencesamp160and power more effective and efficient media campaigns ensuring the right messages target the right audienceKatie Larkin Executive Vice President Advertising Sales Research and Strategy NBCU One of our data initiatives is our newly launched Audience Targeting Platform ATP which matches set top box data with consumer data and applies that combination to our national portfolio inventory on the broad NBCUniversal portfolio for more precise targeting and schedule optimizationDavid Poltrack Chief Research Officer CBS Corporation and President of CBS VISION Campaign Performance Audit is a datadriven initiative that helps clients test the effectiveness of their ads maximize reach and quotrecencyquot and offers more precise targeting and favorable contextamp160 The use of the analytical tools to implement these various components gives clients with a roadmap to planning and purchasing an effective television media buy while also providing a precise and actionable scorecard showing the measurable return on investment of the campaignBill Rosolie Senior Vice Presidentamp160Advertising Sales Reelz Reelz is expanding beyond traditional Nielsen audience metrics with a quantifiable audience engagement measure In conjunction with Magid39s EmotionalDNATM Intentionality Index and Evaluation Scores we have developed a proprietary engagement measure known as the ZScore This score combines the two measurements and can be used across more than 1000 programsJo Ann Ross President CBS Network Sales In addition to the CPA initiative that we launched in March CBS is in development of a TV layer to its existing DMP Data Management Platform for digital The goal of this will ultimately be to provide dataenabled decision making across screens especially for TV planning and buying like we do today on digital CBS will come to market with products that provide KPIs important to marketers likeamp160scale consistencyamp160and proof of ROIamp160Howard Shimmel Chief Research Officer Turner Broadcasting Building on what was introduced last year we will continue to provide advertisers premium environments with targeting capabilities through our innovative ad products Targeting Now and Audience Now Further we will continue to align with marketers to better understand how our campaigns move product utilizing ROI Now Our ultimate goal is to provide stronger results for partners And now with Turner Data Cloud we are allowing our sales teams to open up the conversation to a more thoughtful scale Research plays a crucial role in all thisAudrey Steele Senior Vice President Sales Research andamp160Marketing Foxamp160Broadcasting Foxamp160Networks has multiple 3rd party data integrations and our own proprietary data set integrated into our DMP Data Management Platform and technology platforms to help clients improve performance on their precision targets for the linear and nonlinear audiencesamp160 We have data and technology partnerships that can aid our clients in determining the mix of attributes that define the consumer targets that best deliver on their sales and marketing goalsGeri Wang President Ad Sales ABC We have various data initiatives aimed at delivering 1 more relevant audience insights for planning purposes and 2 varying levels of actionable targeting across our digital and linear video inventoryamp160 ABC Unified Insights which will launch this fall on ABCAllAccesscom will provide comprehensive crossplatform audience and viewing data for ABC programming from aggregated Nielsen Rentrak and internal digital platformsamp160 From a targeting perspective we have launched two capabilities one for digital and one for linear TVamp160 For digital media The Walt Disney Company TWDC has deployed a single crossbusiness DMP to centralize our audience data and offer impression level targeting against client data third party data as well as some unique TWDC dataamp160 This offering will be available at an aggregated portfolio level across addressable digital media from ABC ESPN ABC Family ABC Owned TV Stations Disney Channel Media Makers Studio and Marvelamp160 For linear TV ABC has built a settopbox based data solution that matches viewership data with client or third party data sources allowing us to plan and deliver TV schedules that better deliver against a clientamp8217s core objectivesTom Ziangas Senior Vice President Research and Insights AMC Networks AMC Networks has created a Business Intelligence group to ingest and manage over twenty data sources to best provide research and key business stakeholders data and reporting analytics that provide efficiency speed and insights in the decision making process We are also moving into a B2C business to consumer model and gaining detailed understanding on how our consumers are interacting with our various media platformsBeth Rockwood Senior Vice President Market Resources Discovery Communicationsamp160 Discoveryamp8217s client focused research projects are managed through our Curiosity Labamp160 We work with clients to provide insights targeting and accountability on a highly customized basisamp160 Our new data partnerships will add significant capabilities to the Curiosity Lab including both first and third party dataamp160amp160This the first article in a series Thank you to all who participatedIn Part 2 I ask the questions Is your company39s data initiative gaining traction in the industry How is it impacting your businessThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom management or associated bloggers amp160

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Data, Data Everywhere in the Upfront: An Overview -- Part 1

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Charlene Weisler

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