Getting Ready for the Upfronts with the PeopleFront

Dave Morgan CEO and founder of Simulmedia and the host of the PeopleFront definedamp160the big picture when he said quotThere is a consensus that the next year or two will bring significant changeamp160 TV is continuing to make money and is expected to make money for some time There are steps that TV companies can do to extend the duration and profitabilityquotHere are the different views on possible solutionsView from the StreetChange consumer behavior evolution and the limitations of the measurement in a world of ever increasing pools of data cause a confluence of challenges quotThe nature of what is TV is fluidquot noted Brian Weiser Senior Analyst Pivotalamp160quotYounger demos change behavior more rapidly Some behavior is not currently measured that would make consumption data more healthyquot He explained that there was a recent CRE insights study that showed that TV is ambient in a world of multitasking quotThere is still an important role for TVquot he assured quotbut it is changingquot depending on the degree of programming engagementOn the ad side of the equation Anthony DiClemente Managing Director Nomura said quotThe US ad growth is robust and we have upped our forecast TV is showing unexpected resiliencequot That is this season The projection may change in two or three years DiClemente admittedamp160quotAutomation of TV ad selling is causing concernquotAffiliate fees are an area of current concern however There are persistent worries regarding cordcutting cordshaving and further consolidation in the distribution space quotWe are shifting to larger and more scaled companiesquot DiClemente saidamp160quotWhat is media doing with their cash Are they investing organically Are they automating Or are they buying stock back We applaud companies organically investing in the right ways such as in infrastructure programming etcquotWhat the Research SaysThe ARF recently completed an ambitious series of studies to measure how advertising works quotWe gathered 40 industry leaders together committed to a 1 million investment in three studies over 5000 campaigns twelve years of data 375B in advertising spend in 41 countries across over 100 categoriesamp160in the areas of crossplatform ROI improved creative and mobile masteryquot explained ARF CEO Gayle Fuguitt The insights were as follows Advertisers need to invest across platforms combine traditional and digital media optimize digital by capping frequency and unify their creative while keeping in mind the unique characteristics of each platform to optimize performancequotTargeting purchasers by direct match at scale increases ROIquot explained Bill Harvey CoFounder and Strategic Advisor TiVo Research and a frequent contributor to MediaVillage quotTiVo Research proved it with multiple advertisers Now Simulmedia is proving it by running 72 campaigns for advertisers in 2015 using the same methods and showing ROI improvements in the same range as TiVo ie up to 250quotSimulmedia is also reducing waste frequency and is targeting dayofweek for recency An example of a campaign where the same brand39s other TV had half the impressions in the excessive frequency range the Simulmedia campaign had fewer than 5 in that bucketquot he concludedDaniel Slotwiner Director Advertising Research at Facebook recently conducted a study with NeuroInsight on the coordination of TV advertising with digital to get the best impact quotWe measured memorability brand linkage and likability linkage and found the most efficient way to drive awarenessquot he explainedConnecting the Dots with DataThere is more data available than ever before and research companies are actively engaged in creating tools to maximize the value of it But there are challenges In the case of Nielsen Steve Hasker President and COO explained that quotWe have been working with STB data for sevenamp160years matching it up with credit card data and working on an independent currency measurement using the panel with large databasesquot But it has not been easy quotWe are chipping away to get access to STB dataquot he addedamp160quotMost of today39s STB data owners can39t supply STB data over nightquotOmar Tawakol Senior Vice President General Manager Oracle Data Cloudamp160said quotWe are running a data cloud Having a census approach is very important In digital everything is census based and things are starting to get really interesting in TV We are connecting offline sales to digital activities and want to prove that TV ads drive sales offlinequotquotMy clients only care if we moved the needlequot said Wes Nichols CoFounder Senior Vice President andamp160Chief Strategy Officer MarketShareamp160quotThey really don39t care about measurement or the brilliance of a campaign etc There is a huge credibility gap between marketing and the Csuite We are cobbling together databased measurement and need to get a fuller assessment of our investmentquotBuyers and Sellers of the Eve of the UpfrontWhat about content providers and buyers From the sellers side quotData has begun to figure into our discussionquot said Arlene Manos President National Ad Sales AMC Networks quotBut as a single company we can39t effect change alone We are using data to change internally and to figure out how to get viewers acquainted with our diverse programmingquotAnd the buyers side quotTraditional advertisers take a TVcentric viewpointquot notedamp160Yin Woon Rani Vice Presidentamp160USamp160Marketing at Campbell39s quotBut digital is changing the nature of expectations It is not that easy to compare between mediums so the real task for marketers is deciding where dollars can go across the media poolquotButamp160there has been quotan evolution over several yearsquot saidamp160M39lou Walker CEO Matrixx quotWe are getting more finetuned beyond demographicsquotamp160Because Matrixx in is the consumer healthcare industry M39lou explained that quotknowing when our consumers are sick is more important for us We need to find who she is at that moment of illness So we take segmentation data and find consumers at different points and roll it all up amp160TV plus digital gets us much further We can get to consumer in her momentquotAs Dave Morgan concluded the industry is now quotMore evolutionary than revolutionary but the evolutionary pace is picking up We are swimming in data How to can we best operationalize itquot That will remain the burning question as we are about to enter the next UpfrontThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160amp160

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Getting Ready for the Upfronts with the PeopleFront

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