Data is a Multi-Faceted Gem With Sharp Edges

amp8220There are two big transformations occurring in the media industry The consumption of media across a plethora of digital devices and the growth of purchasing and behavioral datasets that enable advertisers to segment customers more precisely with messagesamp8221 said Jane Clarke CEO Managing Director of the Coalition for Innovative Media Measurement CIMM amp8220New measurement solutions need to address both trendsamp8221It is easy to become confused in discussions involving the use of data in advanced advertising or programmatic and across the myriad of proprietary data initiatives being offered by content companies I have over 38 years of research and data experience and I get confused by who is doing what and how they are doing it But in all of this industry confusion there is a way to see through the fog of announcements and claims My suggestion is to look at data according to areas of purposeData for Currency amp8211 The Industry POVData for currency includes any industry accepted metric that is used by both buyers and sellers of media In linear TV that is currently Nielsen age and gender The announcement of Nielsen total ratings for cross platform measurement invites questions as to whether or not this will help to evolve the current Nielsen currency When asked Megan Clarken President of Global Product Leadership for Nielsen said that their latest Total Audience product will amp8220influence and informamp8221 the currency amp8220There were new rules that were established in 2007 where we now report out to seven days with the exact same ad loadamp8221 she explained amp8220So this is a settlement number The currency today does not show total audience across platforms but our Total Audience service doesamp8221So is there any way to get to a generally accepted industry currency for the new suite of advertising opportunities Dan Aversano Senior Vice President Ad Innovation and Programmatic Solutions at Turner is not so sure amp8220Most data is third party data that is available to everybodyamp8221 he said amp8220From the advertiser and agency viewpoint it is better to start with data even if progressing with different solutions The future is not one currencyamp8221In the world of cross platform maybe instead of currency we really mean greater automation Chris Pizzurro Head of Product Sales and Marketing for Canoe spoke from the cable VOD viewpoint amp8220Years ago we used spreadsheets and we hooked clients into our systems via integration with companies like Freewheel and Broadway Systems etcamp8221 he said amp8220Now 60 of our business comes through such systems We have the advantage of not having a traditional system for on demand so we can write the rules We use a little bit of TV rules and a little bit of digital rulesamp8221Data for Planning amp8211 The Agenciesamp8217 POVPartnerships and data fueled initiatives are announced every day to forward thought leadership in cross platform addressable advertising or programmaticamp160 quotData influenced TV is herequot noted Adam Gaynor Vice President Media Sales and Analytics at Dish amp8220We are in the beginning stage to reach impressions in TV automatically We can get targeting and ROI Programmatic adds automationamp8221But the essential goal of advertising has not changed amp8220Although consumer video viewing behaviors have fragmented an advertiseramp8217s fundamental marketing objectives have not changed Finding the specific right audiences aggregating them at scale and driving them to the desired actionamp8221 explained George Musi Managing Partner Analytics Insights and Attribution Mindshare amp8220To do this we need to take the different relevant contexts modes and types of data sources and diverse analytical tools to shorten the time to opportunitiesamp8221How much do individual company data initiatives impact the media sales marketplace in the long term Data for planning that which is used for sales purposes like targeting and segmentation is difficult to standardize because if it is based on segments there would have to be consensus on a standard set of segmentsamp160Mitch Oscar Director Programmatic TV Strategy USIM concurred amp8220Currently there is no unified source to assist agency buying departments to purchase addressable TVamp8221 he said amp8220Each platform must be contacted individually to ascertain a match between a marketer39s customized universe and the platform39s subscriber base And each platform defines targeting goals differently utilizing a variety of sourcesamp8220Similarly platforms work with third party data providers to vivisect subscriber attributes to sway buyers to purchase their platformamp8221 he continued amp8220Marketers are not able to verify the data points presented by the platforms It is still a blind match between platforms and third party data providers and the resulting segmentation presented to buyersamp8221Data for Insights amp8211 The Programmersamp8217 POVAs opposed to data for planning and currency the industry also needs data for insights Data for insights includes that which informs program and campaign performance beyond the currency What is my conversion What is my ROI What are my viewers doing beyond the first platform or device This is no easy matterAccording to Dan Aversano at Turner amp8220It has to be about the data and the analytics all of the things that make an ad connect with someone Ascertaining how many times and measuring the creative the context the recency and the platform Screens are not agnostic My personal phone is different from the tablet I use for work We need to measure the interrelations and the impact of how an ad performs on different platforms devices and conditionsamp8221The rush for more and more data analytics will escalate as new devices and platforms are developed and the quest for a way to link all type of user hardware and technology continues Ultimately it is the reliance on silos of data and data solutions that is causing the greatest miscommunication in the marketplace How to bring it all together into one voice is the critical next step for currency But we may all want to sing our own tunes when mining data for planning and insight purposesImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Data is a Multi-Faceted Gem With Sharp Edges

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Charlene Weisler

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