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State of the Screens

Big Data Portends Big Changes To Spot Buys

By March 5, 2018No Comments

Granular viewership data (set-top-box, ACR, etc.) is bringing audience buying to the forefront of TV advertising.

The big question. Is this more of an advantage for the buy or sell side?

Quote from Brent McGoldrick — CEO @ Deep Root Analytics.
“Political campaigns will always know more about the audience they’re trying to target than the broadcasters do. In the data arms race between buyers and sellers, the sellers have to catch up.”

Broadcasters such as E.W. Scripps are moving aggressively with the launch of their MarketPredict platform.

1) Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising

Advanced TV targeting through set-top-box data has been around for 5+ years but has recently built adoption and scale.

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.

2) Nielsen announces Comcast agreement to incorporate set-top box data for local TV audience measurement

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.