TECH NEWS: How technology has made data-driven linear TV buying easier

dWeb.News Article from Daniel Webster AF dWeb.News

TECH NEWS: *. TV advertising used to be limited to gender and age buying. This was a broad targeting approach that met advertisers’ needs for mass scale, but resulted in significant waste. Data and technology have been instrumental in increasing precision for TV targeting. In recent years, advertisers are now able to use data-driven linear (DDL) strategies.

DDL

is an advanced audience-based method of buying TV. It combines the best of both worlds: the precision of digital data with TV scale. DDL allows advertisers to target consumers with richer data sets. With DDL, advertisers can segment their audience more precisely and create optimized TV plans that target consumers more responsive to their messages. This allows them to achieve better performance. DDL campaigns that are optimized against strategic targets significantly improve return on ad spend, generating an average increase of 30% audience targeted impressions compared to demo-targeted campaigns, according to Xandr internal data.

Despite the improved outcome that data-driven linear offers for TV investments, antiquated age and gender targeting that emerged in the 1980s is still being used by many advertisers and agencies. This could be due to the perception that buying niche audiences on linear TV is difficult and time-consuming. According to internal data, more than 40% of advertisers cited the effort required as a barrier to adopting data-driven linear buying.

However, data-driven linear purchases can now be executed as easily as buying demo-targeted television. Ad tech platforms provide the functionality and scale advertisers require to plan, transact, and measure TV investments in the country against advanced audiences. This effectively overcomes many of the obstacles to DDL adoption.

New technology makes defining and activating advanced audiences simpler

The difficulty of activating advanced audiences is no longer a problem. The activation of advanced TV data has been simplified by technology platforms that provide standardized workflows to advertisers for building consistent audiences across media owners who use first- and third-party data sets .

Standardization

ensures audiences are adequately sized and eliminates inconsistencies if media owners define their target audience separately. This advancement gives buyers insight into the unique reach and universal estimates for their entire data-driven linear campaign.

There is no shortage of data available to advertisers to help them define their target audiences on television. Technology platforms offer a wide range of data sets that can be used to reach specific audiences and meet various marketing goals. Advertisers have the option to select third-party segments that are always available, such as small business owners. Or they can create unique audiences by combining multiple attributes. Safe-haven partnerships allow for fast and efficient audience matching with TV viewership data to leverage first-party data. Further enhancing efficiency, all audiences can be saved for future campaigns.

Previously, individual media buys between media owners prevented unified campaign management. Reporting was not possible, leaving advertisers with a fragmented view of their campaigns. Because each proposal from a media owner contained different metrics, each transaction had to be handled and evaluated separately. To account for differences in methods across media owners, reach and frequency estimates had to be manually unified. It was a lot of work, and the results are only an estimate.

The DDL marketplace has evolved. The DDL marketplace has evolved. Ad tech platforms now offer access to a data-driven linear marketplace that allows advertisers to transact with multiple media companies. This eliminates inefficiencies associated with executing campaigns individually. These platforms allow buyers to activate advanced audiences and initiate the RFP process with multiple media owners. They can also review a consolidated view that includes standard campaign proposals and reporting, including impressions, CPMs and indexes.

Technology has made it possible to do more data-driven linear purchasing at scale. It provides the functionality necessary for planning, transacting, and measuring campaigns. Advertisers can overcome the perceived barriers to adoption by partnering with the right experts and leveraging a solution that allows them to realize the full potential of data-driven linear offers.

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