The State of TV Advertising: Today and Beyond [Q&A] with Brad Danaher

Source: http://www.experian.com/blogs/marketing-forward/2019/02/12/state-tv-advertising-today-beyond-qa-brad-danaher/

Brad Danaher on TV advertisingTV has evolved drastically over the past decade, especially in only the past few decades. We have witnessed a transformation from people watching their favorite shows before a television series, to people. It has gone from an experience shared with family members in the area, to one that could be had almost anywhere in the world, at any time. But while the evolution of TV has made it more convenient and easier to watch what you want, whenever you want to, it’s created challenges for advertisers hoping to connect with people.

As brands look to adapt to the new TV landscape, we sat down with Brad Danaher, our Director of TV Solutions, to discuss how advertisers can optimize TV ad spend, assess ad strategies, deliver relevant content and what could be anticipated later on.

Q: How can manufacturers keep up with the shifting behavior of consumers as it relates to TV?

BD: The growing popularity of on-demand video, as well as devices has completely changed the way brands should consider advertising campaigns. In earlier times it was possible for brands to succeed with a generic and siloed approach focused on reach and any was a procedure for deciding which programming should be in the media strategy. Campaigns based on TV ratings are quickly becoming an approach. Brand advertisers will need to maximize offline and online data assets build and to confidently and more accurately identify audience segments. This means cultivating data assets they already own and searching for others that they can”rent” on a campaign basis, as needed, from companies like Experian. The change in TV viewing has been towards cellular consumption — that means campaigns are more significant than ever. TV can not be the end all, be all. It ought to work within the context of a advertising campaign.

Q: How do advertisers adapt to the new normal?                

BD: The approach is simple: adopt a digital mindset, which begins with good identity resolution.

Advertisers need to leverage a combination of first- and third-party data to acquire a full comprehension of an individual. Data alone paints some of the picture. That said, bear in mind that not all information is created equal. It’s recommended that advertisers work with suppliers with a track record in data management. And it can help brands create the marketing decisions and better connect with people, when identities are solved.

In addition, like a advertiser — test and learn. Understand that you can learn from each effort to make the next one more optimized. Quantify each campaign and apply those learnings to another campaign. For that insight like never before measurement of advanced TV allows.

Q: As TV continues to progress, are linear campaigns still viable alternatives for advertisers?

BD: Despite the trends toward TV campaigns, TV that is linear still retains strong value on the market. It comes down to the audience for any given product. By way of instance, items such as toothpaste toilet paper and tissues are created for a mass audience. But for products which are slightly costly don’t meet standards for addressable TV, there are optimized linear options. Using advanced data resources, you can do linear TV planning to find the programming that best fits your intended audience. Most TV networks and OTT vendors are equipped to provide insights into their audiences than ever before. Advertisers look at transactional, psychographic and demographic attributes and can go beyond viewership metrics. These data sets were not linked to TV data five decades ago, but they make linear campaigns more effective.

Q: How will TV advertising evolve over the next five decades?

BD: Much of this development will be driven by the”next” technological disruptor for the industry. But undoubtedly, data will continue to have effect on brands and individuals technology shifts connect. TV advertising will become more relevant and quantifiable. In addition advertising and TV marketing teams will come together to be unified in their planning approaches as the different datasets applied and is better understood.

The consumer has to be at the center of every advertising choice, and data is essential to this approach. It comes down to delivering and identifying audiences.

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