MIAMI — For a modern advertiser, it’s a thorny problem. These days, your customers are reachable on all manner of different screens and devices that, whilst connected to the internet, are not connected to each other.
It makes consumers schizophrenic. In other words, they have multiple identities, scattered across services. And that is a targeting nightmare.
But many advertising technology vendors are now promising to solve the problem, and Experian sees the pain easing in the new year.
“Linkage is the connection of customer data and partner data in order to identify a segment for use in targeted media – whether that is using name and address data, IP address data, cookie data, email addresses, mobile data, we can take all of those things and resolve them to an ID,” says Experian TV partnerships director Brad Danaher, in this video interview with Beet.TV.
“It is a key cog in the wheel that makes all of this go. It’s getting more advanced all the time. Marketers are getting much more savvy about the measurement they want around targeted TV.”
Experian began helping advertisers perform advanced TV targeting with Comcast back in 2007.
“A lot of people don’t know all that can be done,” Danager adds. “The word is getting out – they say], ‘Oh, I can link that to geolocation data so I can see that TV drove someone to a retail location’, which helps prove the value of TV, even if the sale didn’t occur. That’s something we can tell people now.”
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.
This interview was conducted by Matter More Media CEO Tracey Scheppach.
