MIAMI – As the footprint for addressable television advertising continues to grow, its become clear media companies are casting the widest net possible for bringing new marketers into the TV fold. Disney ABC is no exception, as it builds out products showing successful data-driven campaigns attributable to better viewer targeting.
“What we’re excited about is the ability to bring television to a new set of advertisers who maybe haven’t bought national TV in the past, particularly if we’re talking about addressable,” says Mike Dean, VP of Programmatic & Data-Driven Sales at Disney ABC Television Group.
In an interview with Beet.TV, Dean describes those targets as advertisers that have not had the type of budget to sustain a national television campaign, “Or that could be advertisers, maybe BtoB, that have been focused on trade marketing and would not have thought about a national TV campaign in the past,” Dean says.
Then there are lower-funnel use cases. “TV traditionally has not been used for lower funnel except for DR,” Dean observes. “So we really have an opportunity here to bring in lower funnel use cases and using national addressable television and national multi-platform video to drive purchase and conversion.”
Asked by interviewer Matt Spiegel, Managing Director of MediaLink, to describe Disney ABC’s approach to data-driven solutions, Dean cites the creation of a strategic audience target and applying it across all video distribution outlets.
“In linear TV we can take a data set and do audience indexing. So we’re creating a national schedule that’s going to over index for the client’s strategic targets,” says Dean.
The same data set can be applied at the impression level in digital video. “So it’s really kind of taking that one data set and using it to its best effect given the media,” says Dean.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
