Data should be used by all teams involved in an advanced TV strategy. The people responsible for consumer analysis, segmentation, media buying, and targeting are likely to agree. If asked, they would swear they use data effectively in execution. But here’s the real difference between organizations that operate as data leaders and everyone else who just talks the talk. In true data savvy organizations, there are multiple teams but a consistent data set.
What happens when data starts to divide the marketing process rather than bring it together? Let's walk through a simple TV buying and execution scenario where multiple datasets are in play across the entire campaign lifecycle.
By the time media has gone live, the target has gone through a daisy chain of potential lost in translation moments. Along the way, you've lost some of your target audience and reached unintended audiences as well. What was once a data-driven strategy has become a guessing game.
The example above is why the industry is racing to create more interoperable data environments, and clean rooms to move data around safely. As viewers fragment their attention, buyers need to chase viewership in more directions than ever before. Buyersare often faced with dozens of platforms to manage, multiplying the possible datasets a target persona needs to be able to move through.
75% of traditional TV households, who subscribe to cable, satellite, or fiber optic TV service, stack at least one streaming service on top of their traditional TV package.
Essentially, the answer to a data fragmentation issue can’t be to select one media destination and call it a day. Partnership cannot be avoided, and instead should be embraced. The tricky part is to keep media fragmentation from turning into audience fragmentation and derailing a strategy altogether.
Many media players are embracing this change, making it simpler than ever to activate using the same data that many agencies rely on for planning. By using the exact audience, even if it’s within dozens of buying platforms, there is greater clarity when measuring impact and reach to drive efficiency.
For example, MRI-Simmons has long been recognized as the leader in syndicated audience research, trusted by nearly every leading agency and the brands they support. For decades now, teams have relied on us to deeply understand their customer, their prospects, their competitors and the overall consumer ecosystem. And now, MRI-Simmons’ audience activation solution, ACT, makes it possible to:
Using one dataset end-to-end requires identity. While TV veterans like to complain about how slowly the industry changes, a collaborative approach to identity has made major strides in recent years. For example, The TradeDesk Unified ID 2.0, is designed to enable publishers, data suppliers, and platforms to all resolve to a standard ID so that sharing data and working together can be not only possible, but simple.
A solid data strategy requires data that is ready for action. Without the ability for action, you’re bound to have a piecemeal approach prone to wasted time, dollars and performance.
So you’re on board with a “one audience” strategy. But which data source should you double down on? Consider these red flags as you evaluate potential market research data sources to support your end-to-end campaign vision.
Potential Data Source Red Flags 🚩
Let’s return to the same scenario. Only this time, let’s use one audience consistently throughout the campaign workflow.
In this scenario, the media buying process started and ended with a single target audience. As a result, the media buy was more able to more effectively be monitored and the impact of the target audience more clearly understood so the results could yield greater impact.
Just because there are market research data sources and strategies you should be wary of doesn’t mean people-based TV is out of reach. The good news is that many companies have grabbed the wheel and demonstrated that data-driven TV planning and buying can work. Data-driven linear, CTV, OTT and digital campaigns are proving that the right data investments deliver big rewards across screens.
Looking for a partner who can deliver the ‘one audience’ you need for an end-to-end advanced TV strategy? Let’s discuss your company’s unique data needs, and how we can make audience fragmentation a thing of the past. By leveraging human-centric data points consistently throughout the buying process, brands and agencies are ready for prime-time (even when they are buying scatter).