WarnerMedia's Dan Aversano: Bringing TV Attribution Into Focus

Rising consumer interaction with digital devices amp8212 such as desktop computers tablets and smartphones amp8212 make it more possible than ever to attribute ad spending to a marketer39s goals for example boosting store visits brand lift and sales Because of this attribution has long been a staple of digital search and social ad campaigns But recently evolving dynamics in the television industry have led to increased investment in and adoption of attribution focused on what is still the most powerful medium in the worldA leading driver of this shift is WarnerMedia which is leveraging its broad portfolio of brands across the company combining it with data and insights from Xandr WarnerMedia is also introducing new and enhanced products and solutions for clients to truly understand and optimize how their ad dollars work through the entire marketing funnelMediaVillage spoke with Dan Aversano WarnerMedia Ad Sales39 senior vice president of ad innovation and programmatic solutions who39s been at the forefront of the company39s efforts in attributionMichael Smith Attribution can mean different things to different constituents in the marketing and media industry How do you define it Dan Aversano Attribution is the ability to take media exposure and attribute the behavior that it39s creating Ultimately advertisers are trying to make consumers think something say something or do something Attribution is the ability to take what people think say and do and then attribute these pieces to different media exposuresSmith Why do you think TV attribution has gained so much attention recently Aversano It starts with the data New and more interesting datasets have hit the market including lots of commercially available settopbox returnpath and ACR data We have better behavioral data sets such as credit card data and geolocation data Now you can put it all together With some simple analytics we can understand the ad that you saw on TBS at two o39clock actually made you jump in the car go to Applebee39s and sit down and order a meal And then I also have credit card data that tells me you spent 46 Of course we have a deep history in privacy protection and we handle all of this information with the utmost privacy compliance Companies are really starting to understand the power of these attribution capabilitiesSmith A lot of TV viewing is moving from linear settop boxes to connected TVs What39s the data situation there Aversano Connected TV amp8212 CTV amp8212 is a huge priority for us It affords us the opportunity to change ad models and ad formats which we think is going to be better for the consumer experienceThe CTV data landscape is a bit all over the map We are often dependent on third parties like vMVPDs and platform players such as Roku Apple and Amazon which hold the keys to the CTV data kingdom We39re working with them to increase data sharing so we can put the right ads in front of the right people and measure efficacy and attributionWe39re especially excited because with our new directtoconsumer service HBO Max we39re going to have additional firstparty data from our own productSmith How has the relationship with Xandr accelerated your strategy Aversano Xandr has put a lot of time effort and resources against building out bestinclass attribution solutions That39s everything from tactical data matching and mapping work to building out and automating bestinclass analytics We used to go out of house and wait three to six months for attribution analytics With Xandr inhouse we get key information with incredible speed and efficiency opening the door for inflight optimizationSmith Which categories of advertisers have been most interested in using some form of attribution for their TV investments Aversano We39ve seen the most advancements from the brands with the best and cleanest data Physical stores have started to push the pedal on geolocation data Auto casual dining home improvement travel and financial advertisers are also very activeSmith It seems like a nobrainer to lean into attribution What39s holding some marketers back Aversano Many advertisers ask themselves should I invest the time effort and money to stand up a solid attribution process or am I still better with just a sprayandpray We think there39s still big upside for advertisers from increased ROI and lower costperconversion We believe that juice is worth the squeezeClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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WarnerMedia's Dan Aversano: Bringing TV Attribution Into Focus

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Michael Smith

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