Adobe, Simulmedia Execs Examine How Digital Data Can Inform Linear TV

There’s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day.

These and other insights emerged from a discussion about enhancing the value of traditional TV at the 2017 Beet.TV Executive Retreat. Moderated by MediaLink Managing Partner Matt Spiegel, it featured Arthur Mimnaugh, Head of Advanced Advertising for Adobe, and Marc Siegel, the CRO at advanced TV provider Simulmedia.

Finding untapped audience potential can be counter-intuitive, as in ‘We’re seeing that if you’re a sports enthusiast, there’s plenty of those watching the Cooking channel.’

Siegel described the process of using advanced data sets to both predict where people are going to be watching TV and reaching them in a cost-efficient manner. Finding untapped audience potential can be counter-intuitive, as in “We’re seeing that if you’re a sports enthusiast, there’s plenty of those watching the Cooking channel,” Siegel said.

The goal for Simulmedia is to generate unique audience reach by gauging how many new people a particular ad inventory unit will bring to an advertiser. This is typically a complement to an advertiser’s Upfront or base buy.

“There’s certainly a wide debate on what the right attribution model is,” Siegel said. “There is not a one-size-fits all when it comes to measurement.” It can range from a direct-to-consumer brand with lots of data to work with to those in consumer-packaged goods where data sets can have “a little less fidelity.”

Mimnaugh explained how Adobe helps marketers extend the information they already know about the users they already have in order to improve their viewing experiences. “One big area of focus is the collective group and the value of it,” he said in a reference to Adobe’s Device Co-Op, a network to brands to work together to better identify consumers across digital touch points. “So you can look at ad sequencing and targeting and other types of storytelling, when you’re merging that between what you’re going to do on traditional linear versus what’s actually happening on digital.”

Asked by Spiegel how advanced is the conversation about consistent consumer ID’s, Mimnaugh said, “I think we are seeing more and more of the notion of a common ID. It’s a process.”

For his part, Siegel noted that Simulmedia isn’t in the personally identifiable information business. “What we’re seeing is CRM’s collapsing with DMP’s identifiers and being able to transfer that over to linear has been a huge move,” he said.

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.

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