SnapStream Series: The Future of Broadcast Monitoring & Compliance
This is the first blog post of a three-part series on a future of addressable TV ads
Broadcast TV advertising is becoming addressable, meaning new opportunities for MVPDs to grow their revenues. To prepare for this future, ad sellers at MVPDs should:
1) assemble data from their in-house databases and also partner with third-party data companies
2) consider their viewers' geolocations
3) collaborate with advertisers to hone in on the audiences they want to reach
Broadcast TV advertising is becoming addressable, meaning advertisers can better segment and target prospective customers.
James Shears is the Vice President of Advanced Advertising at Extreme Reach, a creative asset management platform that helps ads get to the screens they need to be. He was previously at Dish Network, where he started the world’s first impression-by-impression platform for linear addressable TV.
“TV typically has a finite amount of inventory,” Shears explains. But addressable environments “create additional opportunities for revenue.”
According to Shears, TV is moving towards an IP-delivered future. And when everything becomes IP-delivered, whether or not viewers are watching programming on set-top boxes, content owners and advertisers will have to think about addressable advertisements, and about personalizing ads as well.
He explained that most of the addressable ads viewers see today are still the same ads they would see if they were watching linear TV.
“You’re delivered a product that you’re probably in the market for, but it doesn’t mean that the ad is catered to you specifically.”
Advertisers need to ask themselves how they can make their ads more dynamic and personalized to drive engagement. They need to create the appropriate experience for prospective customers, and get an appropriate ad in front of them.
“If you’re running addressable and you’re running the same copies that you would typically, it’s really going to fall flat,” Shears says.
Of course, it’s not just advertisers who have to prepare for a future of addressable advertising on TV—broadcasters obviously have to as well. Here are Shears’ tips on how ad sellers at Multichannel Video Programming Distributors (MVPDs) such as Verizon, Comcast, and DirecTV, can navigate addressable advertising.
Dive into the Data
One benefit MVPDs have? Because they’re sending bills, they have a good amount of information on their subscriber base, including names and addresses.
“Addressable is really run by the data,” Shears says.
He says MVPDs need to spend time sifting through what that data actually means. By partnering with a data company (such as Experian, LiveRamp, Neustar, Epsilon, and Acxiom), an MVPD would get a more high-level view of who exactly makes up its customer-base.
“In most instances, these data companies provide two functions,” he explains. “First, they are database management companies, so they house CRM lists for brands. Second, they act as a safe haven for matching purposes. In that scenario, the MVPD would pass their subscriber file to the safe haven, who would then match that list with other census-level information to create a truer picture of who lives in the household.”
MVPDs should create census-level information around households for off-the-shelf segments, such as age, gender, presence of children, household income, and education level. They could then determine if those segments are appropriate for advertisers.
Shears also thinks that MVPDs should get more customized with their data offerings—they “should be working with their advertisers to help them come up with interesting segmentation around the brands’ first party data” such as “heavy users of a particular product.”
MVPDs might also have opportunities to leverage viewership data. For example, perhaps a particular segment of an audience consistently watches a certain program or genre.
Consider Viewers’ Geolocation
A crucial piece of data MVPDs have on their subscribers is their geolocation. Because they know the physical home addresses of their consumers, they can create targeting segments around those locations.
For example, maybe a subscriber lives within a two-mile radius of a McDonald’s and a Burger King.
“That probably means they're more apt to be responsive” to ads for both of those fast food chains.
Additionally, since MVPDs have their viewers’ home addresses, they can “back into” the IP addresses of those homes.
“Once they have that, they could essentially create a device graph of all the devices in the home that are pinging the home IP address,” Shears notes. “That information is valuable both from a targeting perspective and also a measurement/attribution perspective.”
Dig Into The Exact Audience Advertisers Want To Reach
Ad sellers at MVPDs can brainstorm what some of the most popular targeting segments are (for example, maybe it’s those in the market for a car, or those with children), but Shears stresses the importance of having conversations with their advertisers to determine what it is that they’re looking for.
If a brand is an auto manufacturer, for example, the client will probably want to reach consumers in the market for a car. If a brand is a restaurant, it would probably be more interested in geolocation targeting.
“You need to think about ways that you can address people in the appropriate way, so you can target at the appropriate level,” Shears says.
The first question MVPDs should ask advertisers is what metric they’re trying to measure.
Then, Shears says, MVPDs need to learn about advertisers’ consumers. They should ask advertisers questions that are “more defined than the traditional age/gender type of targeting that is done in linear television today.” Two examples of questions MVPDs could ask advertisers are “‘What does a client of the brand typically look like?’” and “Who are the typical heavy users of the product?’”
Once ad sellers at MVPDs find out what an advertiser wants, they can help them measure and sculpt out their KPIs. Then, they can drive responses for the advertiser.
Ultimately, Shears explains, MVPDs have to make addressable “super easy” for advertisers to try out. He says that a first-time advertiser is probably seeking to target more off-the-shelf segments, such as household income, presence of children, and education level. That advertiser will generate brand awareness and increase sales.
“To really benefit from addressable, though, they’ll want to come back and customize segments rather than use off-the-shelf segments.”
With SnapStream's broadcast monitoring and compliance product, you will be able to monitor your feeds for regulatory compliance and advertising proof of performance. SnapStream includes as-run log integration, loudness compliance, and more. You can also use SnapStream to search, clip, and share live and recorded TV.