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GABBCON’s 2018 Audience-Based Buying Conference: It’s All About Inventory

March 6th, 2018   ||    by Charlene Weisler   ||    No Comments

The third-annual Global Audience-Based Buying Conference and Consultancy (GABBCON) Audience-Based Buying Conference, was held recently in New York City. The 2018 conference offered attendees a wealth of information on how marketers and advertisers can adapt to the new environment of diverse datasets, dynamic real-time ad insertion, and the automation of local television.

Here is what’s looming on the horizon.

Identifying Diverse Audiences

In this age of ever-expanding consumer datasets, what is the best method to determine the most impactful consumer for a brand or network? Jason Wertheimer, vice president of media technology at Horizon Media, noted optimistically that our ability to pinpoint audiences is significantly better than it was years ago.

But Wertheimer says it’s hard to keep up: “Data is flying so fast. We need to make sense of it. Technology is advancing faster than we can keep up.” For some, data is not a panacea. According to Beth Mach, chief digital officer at Initiative, “consumers are finicky and change a lot. There is only so much we can attach to data.”

Media executive Hanna Gryncwajg explained that there are important considerations in targeting diverse audiences through audience-based buying. These involve who, what, and where: Dataset choices are impacted by who is being targeted, what screen or device is being used, and where the audience is in the purchase journey—in both mindset and physical location.

Streamlining Local Legacy Operations

Frank Friedman, president of local investment at Publicis Media, has made it his mission to make local TV nimbler by streamlining and automating business mechanics that were creating, “a slow, paper-cut death.”

“Clients were avoiding local television en masse—while the dollars were going to digital and other nimble platforms,” said Friedman. By getting legacy systems and mindsets to adapt, he found local business could improve and continue to grow.

Inventory automation in local has also been a challenge. But Will Felcon, head of product and tech at Premion By Tegna, explained that the solution lies in leveraging tech partners and building one’s own data-management platform– (DMP) enabled integrations, first on a one-to-one manual basis.

This ultimately leads to the ability to electronically run multiple partners all at once. “We are now able to control a portion of our local inventory. This was the inflection point to improve reach that is similar to broadcast buy,” said Felcon.

Making Local Television a Must-Buy

The world of local television has been expanding exponentially through automation and technology for audience-based buying—and will continue to do so. Local addressable TV offers the ability to dynamically insert real-time ads in live local programming, which is proving to be very competitive with national broadcast.

Chris Flatley, an account executive at Dish Network, said his company offers dynamic ad insertion programmatically into live TV and is getting to the point where demand-side platforms (DSPs) can layer on datasets.

All of these efforts are improving the valuation of local inventory. Gone are the days of “remnant” spots. Flatley noted that addressability leads to accountability and a “continued shift toward more premium inventory. We are bringing better inventory to people and pushing out the bottom.” And, he added, more premium inventory is now being created in the first place.

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