Data Makes Its Big Move at Simulmedia's PeopleFront

As evidenced at the recent Simulmedia PeopleFront several major media and brand companies are busy executing data driven solutions into their sales efforts Panels of brand leaders enablers research companies and media sellers all spoke of using data to measure outcomes as well as go beyond GRPs and proxy demographics to target and measure actual consumers at the household levelAccording to Simulmedia CEO Dave Morgan his company has amp8220moved from digital into television amp8230 with peoplebased measurement tools The business is on steroids and now companies can deliver tens of millions of points of dataamp8221 And yet he admitted that the industry is a couple of years away from a meaningful percentage 20 of the media buying and selling business adopting this method But the momentum is there as it continues to evolve capitalizing on better technology cloud based solutions and learnings from past measurement experiencesMedia veteran Jack Myers remarked that he was interested in knowing amp8220the obstacles the issues preventing a move forward Where it is today and where we are going next The currencies models are shifting and changing Look at points a year from now to evaluate actual performance Evaluate success on behalf of marketers and for audience based measurementamp8221There were plenty of issues discussedBig AnnouncementsMajor media conglomerates are taking big steps to move their companies into the new data age Linda Yaccarino NBCUamp8217s Chairman Ad Sales and Client Partnerships announced that after a three year investment in infrastructure NBCU has just launched a system that links their entire ecosystem of amp8220proposals and contracts that include linear and digital inventory as well as other data It was developed to match different data sets across our entire portfolio all on same systemamp8221 She added amp8220This is what we can do to activate at scale and to merge datasets that find customers who buy our advertisers products and services We will close the loop with TV performance and purchase dataamp8221Making TV More EfficientThere is certainly a lot of enthusiasm for making television more data driven Liza Landsman EVP and Chief Customer Officer for jetcom said that amp8220TV is not efficient in targeting a niche audienceamp8221Karna Crawford SVP Marketing Strategy and Digital for JP Morgan Chase agreed noting that amp8220We want scale and precision Every decision as to how we invest needs to show return You get massive scale of very targeted things in digital When I try in TV it is not at scaleamp8221 So the implementation of big data sets that can more efficiently target niche audiences and segments can be a boon to television bringing it on par in targeting efficiency with digitalWhereamp8217s the TalentThe biggest challenge in the market today has to be in finding the right talent to help in a companyamp8217s data development Robert McDowell SVP Marketing and Distribution for Choice Hotels announced that they are amp8220seeking analytics experts We are investing in talent and keeping them engagedamp8221 Crawford added amp8220We seek people who are more integrated in the way they think and explain things in a simple way We need to connect the dots We need a holistic view of the data It is hard to find that type of talentamp8221Metrics vs MovementSuch talent is being developed as Research Departments move into the realm of Consumer Insights and we see data and analytics play a much bigger role in business decisionmaking Dan Aversano SVP Client and Consumer Insights for Turner loves amp8220the momentum and the conversation around data Our clients want to hear more about what we do with that data and how to interact with our inventory We want to hit a CPM but also sell productamp8221Sharon Oamp8217Sullivan EVP Ad Sales for Discovery Communications added amp8220It is an exciting time when we have the opportunity to recreate metrics and speak in more effective wayamp8221Legacy metrics have their value too Aversano noted that demo CPMs offer amp8220historical and inmarket comparison across networks The challenge now is that there are a thousand different metrics with data pieces thrown on top It is important to be data agnostic We might be measuring the wrong thingamp8221Peopletargeting initiatives like those implemented by Simulmedia have changed the television conversation and have made the prospect of buying TV akin to a treasure hunt for consumers that can result in a verifiable sales ROI pot of gold TV is not dead Thanks to data it is just getting startedThe 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 MediaVillage is an open thought leadership platform

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Data Makes Its Big Move at Simulmedia's PeopleFront

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Charlene Weisler

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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