#RampUp17: Connecting The Dots to Drive Advertising Results

Earlier this month, I had the privilege of speaking at LiveRamp’s annual data conference, ‘RampUp.’ This is, without a doubt, the industry’s most-attended event that specifically focuses on advanced data application for better targeting and measurements across media channels and devices.

As with past years I’ve attended, the LiveRamp team did an incredible job at bringing together some of the industry’s best and brightest for a day of conversation about using audience data and consumer behaviors to make advertising more efficient, a tenant belief here at Videology.

Anneka Gupta, Chief Product Officer for LiveRamp, set the stage for the show with an opening keynote that encouraged attendees to ‘think beyond marketing’ and instead to focus on making a better experience and delivering a delightful moment for consumers—something I believe we should all consider as we advance our industry.

For those that weren’t able to attend, I’m sharing a bit of my presentation. If you’re interested in learning more then please feel free to reach out direct at aleck@videologygroup.com.

 

Innovation is accelerating TV buying

Over the last 50 years, we’ve seen a huge change in the TV advertising landscape. We’ve moved from sponsorships (in the 1950s) to buying based on programming (1970s) to buying on age and gender (1980s) to buying across networks based more specifically on audiences (2000s) and then now are in a really interesting phase—the ability to understand a strategic audience across all devices and reach them with holistic messaging.

These changes are driven almost entirely by consumer behaviors. In the year 2000, Survivor was the top rated TV program—reaching nearly 17% of A18-49. In 2015, just five years later, Sunday Night Football was the top rated program, but reached only 7.8% of A18-49-- a huge difference when comparing side-by-side.

The change makes sense when looking at consumer consumption habits. Based on estimates from Nielsen and eMarketer trend data, we concluded that consumer device usage went from being 100% TV 2000 to a very fragmented split between TV (77%), PC (8%), mobile (7%), tablet (2%) and OTT (6%).  And we can only imagine what this fragmentation will look like in another 3-5 years.

In order for advertisers to keep up with these changing audiences, it’s essential to use data to understand when, where and how their consumers are engaging with content.

We use a variety of methods to help out clients overcome this challenge. One, is our unique server-to-server integration with Nielsen, which allows to understand single consumers across their TV and digital video consumption habits. Another is the work we do with LiveRamp.

In a recent campaign, a popular paper product manufacturer was looking to extend their TV advertising campaign reach across desktop and mobile video, focused on targeting women aged 18 or older.

Videology worked with the client to develop a cross-channel plan that would leverage data from their TV campaign to run advertisements on digital video (mobile and desktop) in order increase incremental effective reach. Using Videology’s TV Amplifier™ targeting and Predictive Demo solution, Videology was able to create a highly accurate audience for reaching women 18 or older that had not been exposed or underexposed to the TV campaign. This audience was developed using Videology’s cookie-based modeling and then expanded to mobile phones and tablets through LiveRamp and Videology’s device-graphing partnership.

The brand measured the outcome of Videology’s accuracy utilizing Nielsen’s cross-media Total Ad Ratings report, which measures total reach across TV and digital video channels. The report determined that the combination of desktop and mobile targeting provided efficient incremental reach beyond the TV campaign’s capability alone.   More than 67% of the digital campaign reached a non-exposed or under-exposed consumer.  Mobile was a significant part of the incremental reach, which would not have been available without Videology and LiveRamp’s partnership.

Furthermore, the campaign also measured offline sales resulting from the digital video campaign. This was done by Videology sending advertising exposure data to LiveRamp, which then matched it to a shopper loyalty card measurement vendor.

Aleck Schleider

SVP, Client & Data Strategy

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