The new opportunity to find the optimum TV audiences across data-driven OTT and even linear services all depend on using audience data.
But how that data comes in to execution varies.
In this video interview with Beet.TV, one vendor helping brands bring it to life for advanced TV ad buying explains the different levels of sophistication with which buyers are bringing audience data to bear.
LiveRamp TV managing director was speaking with Forrester principal analyst Jim Nail.
Brands
“The brands have the data or are close to acquiring the data. Collaboration across silos inside of the brands is really one thing we’re trying to help move more quickly. We’ve got six people on our team at LiveRamp that are really trying to make sure that the digital teams inside the brands are sitting with the TV teams inside the brands.”
Agencies
“The agencies, actually, are already moving more quickly in this way of trying to break down their silos. It’s an open door we’re pushing on – when we ask them to get in a room together, it’s usually not hard. So I really think we’re in that snow and that snowball is building. So we’re rolling downhill. It’s a really exciting time to just help nudge it along.”
Digital-style TV buying
Acxiom sold its own data warehouse business, the former LiveRamp, to InterPublic Group last year and kept the LiveRamp name for its remaining services.
The duo had already been helping companies meld audience data for digital ad buying strategies. Then it began looking at TV.
After Acxiom acquired LiveRamp back in 2014, the Acxiom TV team was combined with parts of LiveRamp, including combining Acixom’s programmer and MVPD relationships
“What we’re doing to bring all of these same opportunities in TV, not dissimilar to digital, to make sure that all of those TV IDs – whether it’s a Comcast ID or an Inscape ID or a DirecTV ID – bringing all of those IDs down to a common anonymous identifier,” says Grammier.
“(The aim is) to connect data sets together and help brands target their customers in a certain way on TV, help brands use third-party data in TV.”
This video was produced at the Beet Retreat leadership event hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event, please visit this page.
