MIAMI — So you have been running an online ad campaign, and how you’re keen to harness the possibilities afforded by new TV ad tactics. Can you use the same data to target the same kind of audience, in the old medium?
Sure, you can – but doing so takes a bit of work, according to the marketing technology company Acxiom.
“If you have the onboarding and the cookie pool to move it over deterministically and you’ve got the best identity graph in the business, it works really well,” says Eric Schmitt, Acxiom’s advanced TV advertising VP.
“An advertiser will come in with customers who visited their website and they want to bring that to television. In that case we have to do some extra work—some modelling, some analytics. ”
Acxiom expanded its addressable TV ad offering back this January, allowing advertisers to bring first- and third-party datasets to the targeting table.
“We’re able to start with either the PII base, the personal information, the name and address that we would start with in TV and match that off against our national reference file,” Schmitt adds. “And then onboard that onto cookies through our LiveRamp division, or we can start the other way with cookies, which is an emerging use case we see. ”
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.
