Ad sellers — broadcasters and cable networks — are wading deeper into data pools so that they are helping advertisers and their agencies program-target their buys and avoid undervaluing their time.
As media organizations respond to consumer demand for a more personalized experience, how well they acquire, analyze, and utilize big data is going to factor heavily into their continued success.
There is unlikely to be another presidential campaign like the one that made Donald Trump our 45th president last year. But there are lasting lessons for local broadcasters to be derived from it: 1) their lock on the presidential spend may not be as strong as they might think; and 2) as sellers they have to get as smart about Big Data and targeted advertising as the buyers.
Baltimore-based Yet Analytics provides cutting-edge platforms for multi-source data collection and analysis that could help broadcasters size up their audiences for advertisers.
A new deal with BuzzFeed gives GroupM loads of data, which can be used for better targeting. The aim: Breakthrough campaigns. Rob Norman, chief digital officer at GroupM, talks about why the BuzzFeed deal was made, why big data is important, and how agencies are preparing for the future.
Already sick of hearing about data, the big buzzword during this year’s upfronts? Bad news: The incessant upfront chatter was just the beginning, as data blending and programmatic TV buying also looks to dominate the 2016 presidential campaign.
BIA/Kelsey media buying veteran Maribeth Papuga examines the health of spot TV and advises station groups to work together to get smarter about who is watching their programs, create more relevant data and seek out new programs that might attract new audiences. She also says Big Data is what broadcasters need to reap the most benefits from programmatic or automated buying.