SAN JUAN, PR– When it comes to the division between linear and digital, addressability and measurement are two considerations that continue to be redefined. In a conversation with Alan Wolk, co-founder of TV/REV, at the Beet Retreat in San Juan, Julie Anson, director of strategic investment in advanced TV at MAGNA Global, gave some insight as to how her company is approaching these two areas.
Addressability is a term that is becoming more widely used. Rather than simply relating to set top box data and cable or satellite data, it’s more a targeting methodology and an understanding of how to reach a household based on a specific set of attributes.
According to Anson, this widening aperture is a positive thing.
“I think it’s a plus because it’s a really effective targeting tactic,” says Anson. “I think it’s proven itself out in the cable provider and satellite provider space, and I think it’s going to help eventually as we move into live linear. It will help the programmers with diminishing ratings and tightening inventory, and it will allow the buyers to remain with the programming giants that they’ve had partnerships with for so long, but open it up to really hit who they want to hit within those traditional environments.”
Some clients are keeping linear and digital budgets separate and others are looking at them together. When they do come together, however, they tend to be on a smaller campaign strategy. The challenge is less about keeping them in various buckets but rather providing effective measurement.
Anson expressed uncertainty as to how measurement will play out, but sees it as a welcome challenge.
“People are buying television on Nielsen demos and then they’re buying some digital on strategic targets,” says Anson. “I think we have to come to a common currency as buyers as well as have the sellers accept it and have a third-party validate it.”
This leaves everybody with work to do around understanding what that common currency is that companies will start transacting on. Without it, there will be no way to holistically measure. A part of that understanding is figuring out where the data that they gather is coming from.
“I think it’s really becoming important for clients and agencies to understand if I am using data for targeting or retargeting, that I really understand where the data is, how it’s being captured, how it’s being cleaned, and that the consumer has consented to the use of the data.”
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
