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Data Transparency

Unlocking Data Transparency: Programmatic and the New TV Analytics

October 14th, 2016   ||    by Melanie Brown   ||    No Comments

The rise of big data, small data, and everything in between has given way to a new era of television buying and selling. New TV analytics models come closer than ever to showing buyers the optimal level of gross rating points (GRPs)—and therefore investment—for their TV spends.

When partnered with programmatic TV technology, reaching a target audience has never been easier. However, if there’s anything the recent ad-tech boom has taught the industry, it’s that where there’s data, there’s a call for transparency as well.

Data Transparency

The ad industry has already seen growing concern over data transparency in online and mobile ads. With television content spilling over into the digital realm through programmatic and TV Everywhere, that transparency must come into play.

The television ecosystem has evolved in recent years, incorporating new developments in audience data, including how to measure viewership across platforms. However, the deeper the data, the more difficult it becomes to measure a television ad’s effectiveness.

Enter Programmatic TV

Target audience measurement is the key to unlocking the future of the television marketplace. The increasing use of programmatic TV to execute campaigns has led to improvements in ROI and overall performance, not to mention a simpler buying process.

Incorporating deeper audience data within programmatic TV is nothing new, but the existence of multiple useful datasets creates a problem. Nielsen’s traditional TV panel, which has been the television currency for the past half-century, can no longer keep up with new outlets for viewing content. Companies like Kantar and comScore—not to mention Nielsen itself—all have their own systems for measuring a campaign’s ability to reach target audiences. According to AdExchanger, the industry is now calling for both standardized programmatic practices and a universal measurement system.

Evolution of the Marketplace

With the direction in which the television marketplace is headed, the combination of advanced analytics and programmatic TV will foster incredible change, but also an immense opportunity for television buyers and sellers. Soon, the traditional TV buy, once largely a guessing game, will be easily optimized using audience data and programmatic platforms. Also, those platforms will, like so many automated systems before them, begin learning and analyzing patterns for optimization automatically.

By taking the process—and the guessing—out of the game, TV buyers will be free to focus on the aspects of media planning and buying that can’t be replicated by systems. That will be a huge leap forward both for brands and for the ad industry as a whole.

It’s clear that in the future, data and technology must come together in order to provide true audience measurement across tech platforms and content distribution channels. Programmatic is poised to become the all-in-one media planning, buying, measurement, and optimization revolution.

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