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BizReport : Advertising archives : November 13, 2015

Expert: How data layering improves programmatic targeting

Programmatic TV is bringing data targeting to new levels for television broadcasters by giving them a new view of audiences that were previously seemingly hidden. Automating the sales process now enables television broadcasters to obtain more audience data than ever before.

by Kristina Knight

Kristina: What are the benefits of data layering in programmatic TV and how does it illuminate hidden broadcast TV audiences for buyers?

Brad Smith, Senior Vice President, Revenue and Operations, Videa: By revealing these "new" audiences, it opens up a myriad of opportunities to utilize data in meaningful ways that benefit advertisers, agencies and broadcasters. By layering viewer demographic and buying behavior data on top of traditional TV ratings, broadcasters can offer advertisers an opportunity to maximize their investment by delivering a tailor-made message to a clearly-defined audience. When data layering illuminates hidden broadcast TV audiences for buyers, the benefits are considerable because programming is not solely measured on ratings, but demographics which allows buyers to drill down to shows attracting particular segments they want to target. For example, if a brand is primarily targeting Millennials, Generation X, Baby Boomers, etc., they can purchase inventory and tailor ads accordingly. Videa's goal is to bring both traditional measurements of audiences (e.g. Nielsen, Rentrak, etc.) and additional quantitative and qualitative information to drive better understanding and alignment of advertiser spend to the deep and rich local audiences that broadcast TV brings to the market. Over time, Videa sees the ability to map and utilize new and different data sources for this purpose with the goal of lighting up pools of inventory to identify the depth and breadth of audiences within the traditional ratings of Nielsen and Rentrak.

Kristina: How does data layering in programmatic TV unleash the untapped power of psychographics?

Brad: Within every audience, there are different attitudes, values and passions. As data segments are built out, TV advertisers are attempting to align the different traits to both the traditional ratings schemes and enable buyers and sellers of media to agree to the value of audiences previously not recognized or appropriately valued. Data layering has the potential to unleash the untapped power of psychographics. Psychographics are segments based on different personality traits, values, attitudes, interests or lifestyles. The targeting potential using psychographics for buyers is significant as this targeting allows a brand to adjust a campaign for maximum effect and use various messages for different psychographic segments. It is likely that in the future consumers will come to expect and demand that ads presented to them be aligned with their needs or even their identities.

Kristina: How does data layering in programmatic TV help brands execute more effective national campaigns?

Brad: The data layering of programmatic TV goes beyond just a national campaign. It helps brands execute more effective campaigns by tapping multiple local markets to drive reach. As a result of the deeper audience insights and targeting gained from the layering of demographic and behavior data, buyers have the ability to buy a highly targeted program in a local market. Buyers can also scale local spot buys that contribute to more effective national impressions for a specific campaign. Since programmatic TV is automated, the market-by-market assessment process is a lot quicker and less cumbersome. This allows advertisers to be selective and focus on markets where relevance is priority. Videa's goal is to allow brands and advertisers to apply these new data sources and values to inventory in whatever capacity best matches the advertisers intended goals. If the advertiser wants a national campaign then Videa wants to enable that possibility. If they wanted to buy only 15 or 25 markets, Videa also wants to provide that option with all of the visibility and stewardship they'd get if they were only purchasing a simple national campaign.

Image via Shutterstock

Tags: advertising, programmatic advertising, Videa, video ads, video advertising

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