Audience-based planning is the next battleground for media agencies

Audience buying is all the rage!

Quote from Megan Pagliuca — Chief Data Scientist @ Hearts & Science.
“An audience-based planning approach would consider the consumer profile, the format (video), the screen (on mobile) and the publisher (in this case, Facebook). We need to change the way we think [about media planning].”

The three big innovations in video advertising are:
1) Cross screen measurement
2) Cross screen planning/buying
3) Audience buying

Previously on SOTS. Fixing TV’s Demo Obsession

75% of national TV audience time occurs during shows with a 0.5 or lower rating. Local advertisers face an even greater challenge evaluating these shows for advertising due to the low sample size in a given market (210 local markets).

Previously on SOTS. Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising

Roughly 10–15% of linear TV advertising is transacted currently against customer data. Most of the focus is on the shift to addressable advertising for TV, but the bigger opportunity is combining the scale of linear TV optimized with customer data.

More on this topic:

1) Will One TV Data Metric Emerge to Rule Them All?

2) Stop the Insanity: Why TV Audience Targeting Matters Right Now

The below example was for cereal buyers and led to a 57%increase in ROI.


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