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Combining Real Time Consumer Data To Deliver More Effective TV Advertising Campaigns

Combining Real Time Consumer Data To Deliver More Effective TV Advertising Campaigns


– This week on The 414, it’s about bringing together consumer data from multiple sources in real time, so that advertisers can deliver significantly more successful
TV advertising campaigns. Hi, I’m James Rostance,
and welcome to The 414. Each week, with some of the greatest, and most interesting minds in marketing, and joining me today is
a man who’s pioneering the use of data to change the way that brands reach target audiences. Welcome, Mike Shaw. – Hi James. – Morning, so Mike, let’s
get straight into it. It’s fair to say that data is
a contentious issue right now. So what are agencies and
brands doing at the moment? – So I think what we’re
seeing at the moment is a far more deliberate
decision-making process from agencies and brands around the data that they’re using in
their marketing strategies. There’s more understanding
of the data itself, how it’s acquired, and
some of the challenges that bigger wall gardens like
Facebook and YouTube have in using that data and protecting brands through their campaigns. What we’re seeing now is that
there’s more data available for specific targeting of audiences that are more relevant to advertisers, and the really interesting
part about this is it’s moving to television,
there’s an application for it in one of the biggest mediums that typically hasn’t used data as much as the digital industry has done. The new developments
in data and technology are really exciting in being able to take that audience targeting, and drop it into a television environment, and that’s the new frontier
for advertising agencies. – Nice, so, what would
you say will advertisers be able to expect to achieve
with these new developments? – Well, I think it’s
really important first off, to remember that TV
has an amazing heritage of doing a fantastic job for advertisers. For the last 60 years, it’s
been able to really build brands and create brand fame, unlike
any other medium, arguably. What we’re saying now is that actually it can do more than that. This won’t replace the
big brand-building efforts it’ll allow them to go further and actually engage specific
groups of consumers as well. This idea of being able to take targeting and add it to the branding is a really big thing for television. It means it can address more objectives. And that’s gonna help impact the bottom line sales
results for advertisers. – [James] Okay, so could
you give me an example of how that might work in real terms? – Absolutely, so if we think about the way that television has worked previously, advertising agencies
wanting to go and reach the most of their audience possible, would have gone on to a very
popular television show, think, X-Factor or Game of Thrones. Now, that is one way
of building brand fame, but actually, what they can now go and do, is take this new era of addressability, take this new layer of data and actually go and find and target more of their audiences specifically. So your question was, how does that actually work in practice? Well, there’s so much
more data out there now, including household-level viewing that gets passed back
through your set-top box. The cookies and device IDs that get left as you travel round the web, researching your next clothes purchase, or booking your next holiday. And then even going down to
the massive amounts of data held by data bureau
like Experian about you. Being able to bring all
those to bear in real time within the television ecosystem gives advertising agencies the ability to be able to deliver amazing big screen sound and motion formats
in brand safe programming, and achieve incredible
levels of effectiveness with their advertising. – Nice, so what are the
changes you predict will happen moving on from here? – Well my prediction is
that we’re about to see TV become an even more valuable
medium for advertisers. It’s already counts for the majority of display advertising spend in the whole advertising ecosystem. My view is we’ll see it get even more so. The application of new technology and being able to layer
in this data into TV means it’s going to have more
use cases for advertisers. Being able to go all the way from the top of the funnel branding view, all the way down to
impacting the bottom line. This is really why data
activation is so powerful. The caliber of data we can now apply, the technology that will be used for, means to my view, we’re about
to see a massive increase in effectiveness from TV. – Beautiful, Mike, well hey, thank you ever so much
for joining me today. – Thank you James. – If you enjoyed watching,
and you’d like to learn more insights and wisdom
from some of the greatest and most interesting minds in marketing, in just four minutes and
14 seconds every week, then please do subscribe now. You can visit the414.net
for all subscription options as well as watching previous episodes. I’m James Rostance,
thank you for watching.

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