March 2, 2022
We recently announced the expansion of our TV Intelligence solution, which now boasts a TV data reach of 44 million US households, as part of our ongoing commitment to empowering advertisers to optimize their TV and cross-device media strategies.
Here, our VP of Partnerships & Data Jessica La Rosa dives deeper into how the TV landscape is evolving and the key steps that advertisers can take to make the most of their media investments in 2022 and beyond.
The TV media landscape continues to evolve in exciting ways for consumers and advertisers alike, with the proliferation of new content, devices, platforms and data sources. What do you think are the keys to advertisers getting the most value out of their TV investments in 2022?
There’s no doubt that the landscape has evolved in lots of inspiring ways. At the same time, this evolution has made it much more difficult for advertisers to know how best to spend their ad dollars, and how to effectively bridge the gap between TV and digital advertising. Demographics have shifted, traditional TV watching has declined, viewership across streaming services (many of which are not ad-supported) has skyrocketed, etc. Nonetheless, there are absolutely some key actions advertisers can take to unlock value from their TV investments.
First: Look beyond traditional demo buying. Advertisers are used to buying TV inventory based on traditional demographics, but looking for – and taking advantage of – more precise, granular audience targeting strategies can help you better reach the right consumer (e.g. targeting based on social behavior rather than age and gender).
That’s exactly what our TV Intelligence solution was designed to do: Help brands increase the return on investments they’ve already made on linear TV.
Second: Be open to new measurement solutions. Yes, there’s been a lot of noise in the TV and cross-platform measurement space of late, but I think we can all agree that – above all else – advertisers need a solution that can provide the closest thing to a de-duplicated view of their audience as possible. As an industry, we’re not quite there yet – but the more advertisers are willing to partner with measurement providers and test out solutions, the closer we’ll collectively get.
And last (but not least): Take advantage of cross-device TV retargeting strategies. Again, it’s clear that traditional TV buying is not as effective as it once was, but advertisers can regain some of that ROI by utilizing cross-device strategies. By retargeting audiences digitally who have been exposed to your ad on television, for example, you can ensure your campaign gets the attention it deserves. That’s exactly what our TV Intelligence solution was designed to do: Help brands increase the return on investments they’ve already made on linear TV.
Tapping into the right data sets is obviously imperative for advertisers who want to reach the right audiences in such an increasingly fragmented TV space, but the multitude of data options can be overwhelming. What are three things that advertisers should prioritize in the interest of navigating through this complexity and simplifying their data-driven TV strategies?
Simplicity really is essential when it comes to data-driven TV strategies, as using too many tactics on a single campaign or placement can quickly lead to confusion around what worked (and what didn’t). With this in mind, I’d say the three things advertisers should prioritize here are tapping into existing insights, measuring performance against traditional demographic buying-based models, and aligning your strategy to the platform across which you’re hoping to target audiences.
In other words, start by using the existing data. Today’s brands have a myriad of analytics at their fingertips – indicating which audiences have responded favorably to ads, converted on their website, purchased the product, etc. Use that as a feedback loop and develop your strategy from there.
If those types of insights are not available, I’d say start by choosing one or two audience targeting strategies that go a step beyond reaching basic age and gender demographics. This way, you can easily diversify your targeting strategies, reach some new audiences, and measure performance against traditional demographic models (then use that feedback to incrementally add in new tactics).
And thirdly, make sure your strategy aligns closely with the platform across which you’ll be targeting audiences. Consider, for instance, the difference between mobile and TV advertising. I’m the only person who uses my phone, right? So that targeting is done on an individual level, whereas TVs and CTVs are shared devices – targeting is done at the household level. Consider whether your message is best conveyed one-to-one or one-to-many, and use your advertising medium as effectively as possible.
Advertisers have plenty of options when it comes to the solutions they use to optimize their TV buys, but what distinguishes Tremor Video’s TV Intelligence solution from other offerings in the marketplace?
I like to think we’re doing something unique at Tremor Video – we’re certainly approaching cross-screen TV retargeting and measurement a bit differently than other industry players.
In the past year, we’ve seen a proliferation of walled gardens across the TV landscape, which has presented some major challenges to advertisers. Not only are they having to manage multiple TV partners on any given campaign, they’re also having to worry about duplicating audiences across platforms.
Instead of separating this data – which is a common fix – our TV Intelligence solution promotes aggregation, pulling data from a variety of sources and making it all available through a single access point to advertisers. We’re working with a variety of partners (like TVision and iSpot.tv) to pull set-top box data, ACR data, individual-level viewership insights, and so forth – all cross-referenced and holistically applied. And again, we’re doing all of this through the lens of aggregation and accessibility, which I think really differentiates us in this space.
Measurement of Connected TV (CTV) continues to be a challenge for our industry, but might there be reasons for hope? How are Tremor Video’s clients tackling this challenge to better understand CTV’s impact, both on its own and within the broader context of the multi-channel media mix?
There are certainly reasons for hope in terms of CTV measurement, but a few things are needed to really help us get there. The first is a common currency – one that works across all screens, including linear TV and digital platforms. And the second is standardization – a shared agreement on how metrics are defined across those screens and platforms. We’ve been making progress on both fronts, but there’s still a way to go.
That said, Tremor Video has actively been crafting solutions to address these challenges, from incremental reach reporting to our cross-device attribution solution. Specifically, our reporting tools are helping brands understand the incremental reach garnered by CTV – above and beyond linear TV – allowing them to more clearly assess audience duplication across both buys. Through our cross-device attribution solution, we’ve also been empowering brands to accurately attribute online or offline conversion (like website or foot traffic) to the right platform – be it mobile, desktop, or CTV.
Ultimately – while measurement is still imperfect – we’re helping advertisers gauge the true impact of the media they’re using, enabling them to make more informed, data-driven decisions from there.