TV advertising and digital advertising: they’ve seemingly been at odds since digital started encroaching on the turf dominated by television for so long.
Yes, each side has unique challenges, and yes, many in TV would probably say digital-creep is one of them. But, as devices continue to fragment the ecosystem, increasing the value of TV show-length video content, there’s value in uniting the best of both worlds for mutual benefit.
Digital advertising innovations – real-time bidding, programmatic ad exchanges and retargeting, plus social media – gave marketers new ways of connecting with the right customers at optimal times. But, the vehicles for successfully and efficiently hyper-targeting audiences were not without issues and pain points – namely possible fraud, platform connectivity and attribution standardization.
As digital advertising was evolving and proliferating, TV advertising largely remained a reliable walled garden powered by legacy methodologies (i.e., faxing spreadsheets, using ratings as measurement and maintaining high CPMs for unparalleled reach in an increasingly targeted world). Of course, TV dollars were slowly being reallocated to digital, causing early changemakers to take notice and start making decisions to drive the alignment of the two apparently disparate advertising environments.
On the digital side, there’s a realization that legacy TV ad processes could be the answer to some of its difficulties. And, on the television side, there’s acknowledgement change is necessary for keeping up with shifting expectations and consumer behaviors in an “always-on” milieu.
The most viable solution to aligning the industry seems to be data, data, data. By collecting viewership data from television and anonymously connecting it via data identity graphs along digital touchpoints (mobile geo-location, web visits, etc.), the industry can get a holistic view of consumers, their content and advertising exposure. Predictive analytics can be applied, AI and machine-learning algorithms can be activated, and post-campaign analysis can be gathered in new and exciting ways.
The dream of a truly connected world is within our grasp, and TiVo is proud to be partnering with adsquare to move these integrative initiatives one step closer to reality. By ingesting our TV data into the adsquare environment, viewership information can be mapped to mobile interactions, giving marketers valuable connectivity to enable us to work as one.
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