As we approach this year’s upfront television buying season, many marketers are seeking a quite different approach to their buying investment versus a year ago.
Within this tightened and extremely competitive marketplace, marketers are in the spotlight. This spotlight is heightened scrutiny from their senior management demanding proof of performance and corresponding efficiencies in marketing/advertising investments. Much of this discussion surrounds cross-platform (multiple points of contact) audience buying and measurement models to effectively reach audiences regardless of the channel strategies deployed.
Digital advertising’s arrival ushered in an age of accessing attribution-based measurements quickly as well as custom targeting of audiences. It also allowed seamless integration of big data to layer in other behavioral attributions such as purchase history. It stands to reason why there is this push within the marketing industry to have similar capabilities, cross-platform and measurement, for television.
Down the road, we expect that television planning using household-level targeting and data via over-the-top boxes (OTT) such as Roku and Amazon Fire offer enhanced targeting capabilities to maximize buying efficiencies against desired audiences. It is expected that addressable TV and OTT may be solutions for television planning at household-level targeting. The goal is cross-platform planning (inclusive of linear television) with measurement that can be quantified to truly derive return on investment.
