UNLOCKING THE POWER OF DATA-DRIVEN LINEAR TV FOR BUSINESS SUCCESS By Marlene Grimm, Head of Customer Success, Internaࢼonal at TVSquared
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n this me of changing TV viewership habits, there is increased pressure on adver sers to be er understand consumers and reassess how to op mise available ad budgets. For the more innova ve businesses, data-driven linear is making its name as an invaluable tool that delivers reach where it will make a difference.
So, what is data-driven linear? Simply put, it’s an “advanced TV” solu on. Data-driven linear draws on various data sets – such as TV viewing behaviour data – to deliver digital-like intel for linear TV. Adversers are then able to op mise their linear TV buys against specific networks, channels, genres, programming, and manage ad crea ve and frequency, extending their reach to target par cular audience segments. Combine this understanding with always-on TV a ribu on and adver sers can discover more than simply whether or not an ad is driving response; they also gain insight into the audience that was reached, who responded, and what action they took. Even before COVID-19 the TV industry was evolving to adopt digital-like metrics to support adversers. But now, thanks to changing consumer behaviour, response and viewership habits have also shi ed, placing pressure on media owners to rethink how they sell inventory, while also encouraging businesses to reassess how they op mise their media spend on the adver ser side. 60 europeanbusinessmagazine.com
In this way, the global pandemic has only accelerated this advanced TV revolu on.
How can I use this revolu on for business success? For savvy adver sers, data-driven linear insights are the answer to precise connections with those audiences that drive a response, which in turn moves the needle on their business’ bo om line. This advanced TV soluon enables adver sers to reach precise audience segments and develop an audience-based ad buying strategy that brings together various data sets. Businesses are then empowered with the insights needed to op mise linear TV buys against specific programmes, genres, and channels. In addition, advertisers can idenfy the frequency in which specific households are being reached. Couple that with an understanding of the number of exposures an ad crea ve needs to generate the best possible response rate, and advertisers are able to iden fy their specific frequency range. With this data-driven insight funnelled into the business, it is easy to see exactly how many mes an ad should air before it reaches the point of diminishing returns. By using this approach, adver sers will be able to pinpoint the optimum communication frequency, reduce unnecessary ad waste, and recognise other areas of the campaign that could drive efficiencies.
Can I fine tune this to boost my business bo om line? Understanding the exact points of a campaign – from genre and network,
to crea ve length and frequency – that generate the best return-on-investment (ROI) is always going to be a main objec ve, but it’s important businesses understand that, to truly boost their bo om line, they need more than just access to these kind of insights. Always-on attribution is the key differen ator, a tool that constructs a long-term picture of a business’ audience – from who they are reaching to how they respond,
