LONDON – TV may have traditionally played a largely brand-building role for advertisers, but the new-look TV supports both branding and performance marketing.
“I think it’s true that the lines between brand awareness and performance are starting to blur, particularly on streaming TV,”said John Tigg, SVP, Buyer Development EMEA, Index Exchange, in this video interview with Beet.TV. “This is because tailored creative can be used to drive performance while also focusing on reach to increase brand awareness.
“You can use tailored creative to drive performance whilst also being able to focus on getting the reach you need to increase brand awareness.”
Data Fuels Rise Of Performance Marketing On Streaming TV
Speaking at the CIMM London summit, Tigg said AI tools empower smaller advertisers to craft specific creatives for specific audiences, allowing them to drive outcomes while maintaining a broader focus on brand awareness. That is bringing small and medium businesses into a medium which traditionally had been the preserve of big brands.
He believes marketers are able to leverage their creativity, data, and audience insights to reach their target audience and achieve their desired business outcomes.
Tigg acknowledged performance marketing has always played a large role in TV, noting direct response TV’s history of using low-rated or zero-rated TV spots with high frequency to elicit responses, sometimes even through unique phone numbers. But now this is getting fuelled by data.
Data’s Foundational Role
“Data is becoming a really foundational part of performance advertising for television, particularly in the streaming era,” Tigg said. “So you see advertisers using first-party data, so their own data, to contact their own customers.”
“You also see them combining that with third-party data from companies like Nielsen, companies like Comscore, again allowing you to have different techniques to achieve different goals,” he added. “So we’re seeing a massive increase in the amount of data being used.”
“Now there’s also novel datasets which have only been available since the dawn of streaming,” he said. Tigg highlighted the emergence of automated content recognition (ACR) data.
ACR data lets marketers discover incremental audiences and target individuals who haven’t been exposed to ads on traditional linear TV, or those they want to retarget for enhanced performance.
Crafting A Successful Campaign
Index Exchange is a technology company specializing in programmatic advertising, operating a global advertising marketplace where premium digital media companies sell their ad inventory. The platform uses real-time bidding to enable publishers and marketers to transact in an automated manner.
Leveraging that palette of tools to make a successful campaign begins with defining clear goals, such as site visits, leads, or sales, and then tailoring creative accordingly, Tigg said.
“First and foremost, you’ve got to set clear goals,” he said. “What are you trying to achieve from this campaign? Is it site visits? Is it leads? Is it sales itself?”
Tigg added: “And then you’ve got to tailor your creative effectively to get there. The creative itself is obviously crucially important and always has been in a television environment. Ensure that that creative is tailored very specifically to the audience that you’re trying to reach.”
“What’s important is that you continue to test, and continue to experiment until you find the right balance that is able to deliver the outcome that you’re looking for.”
You’re watching Beet.TV’s coverage of CIMM London 2024, presented by Index Exchange. For more videos from CIMM London, please visit this page.
