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The Future of TV Advertising: What to expect and what to avoid

Written on
Oct 14, 2015 
Author
Pete Doe  |

A Q&A with Pete Doe, Chief Research Officer, clypd.

Q: What are the challenges facing advertisers when it comes to planning a campaign on TV and other media so that it will target viewers who are actually potential customers?

A: Defining the potential customers is the first challenge – there are many ways of doing this. In some cases advertisers may have a very detailed segmentation that precisely describes customers across demographics, attitudes and behavior. This however may be difficult to use in a campaign since those precise descriptors may not follow through to the planning data. At the other end of the scale of course there are broad demographic targets that are easy to plan and activate, but these lack precision. However, with the increased availability of integrated databases matching consumer and media data, it is easier than it used to be to go beyond age and gender and create targets that deliver better value.

Q: How has online television viewing changed the way marketers should design a targeted campaign?

A: Linear TV viewing is still predominant, but the good news about online television viewing is that it is often more of a personal and conscious decision by the viewer than passively sitting in front of a big screen – that should result in better engagement with ads, though of course the experience of viewing on a smaller screen is different. And dynamic insertion should result in more relevant ads for the viewer. The difficult part at present is figuring out how effective online TV is compared with other channels and being able to create an integrated campaign that best plays to the strengths of the media for your brand.

Q: What is the most cost efficient way to maximize reach to your audience?

A: If you try to maximize reach without any TV in your mix, you will struggle. A combination of TV and judiciously selected other media based on your brand and objectives is typically the answer. That mix can vary greatly of course. Optimum cost efficiency can be achieved by better targeting via advanced data sets.

Q: What does the future hold for TV advertising?

A: I think people will always enjoy quality video content, and advertisers will always want their message to be seen with that quality content. What we are beginning to see is that the process of scheduling ads is changing, and clypd is part of that change. There is an opportunity for the workflow of executing a TV campaign to be more operationally efficient through automation and better targeted through data-driven decision making. Going beyond broad demographics benefits advertiser, seller and, not least, the viewer who should see more relevant ads.

Q: What do you think about the often touted theory that broadcast/network TV is dying?

A: I don’t agree. I think people said similar things about cinema when TV arrived. The world is certainly more fragmented and content is spreading across multiple channels, but in my view networks and stations will still have brand value for a long time.

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Pete Doe is Chief Research Officer at clypd, based in New York City. He has over twenty five years’ experience in market research, audience measurement and statistical modeling techniques. In his current role he has responsibility for the integrity of data and algorithms in clypd’s programmatic TV systems, with the objective of making TV advertising more automated, data-driven and effective.

Prior to clypd, Pete spent 11 years at Nielsen where he was a primary architect of Nielsen’s data integration products and responsible for patented innovations in Set Top Box measurement, Digital and Outdoor Advertising Research. Before moving to the United States in 2003, Pete was a board director at RSMB TV Research, UK, where he worked primarily on the BARB TV audience measurement currency as well as data fusion projects. He started his career at NOP Market Research in London.
Pete is a frequent presenter at industry conferences and has presented papers on a wide variety of subjects including TV, Online, Radio, Print, Outdoor, Cross-media measurement, Advertising Effectiveness and Big Data. In 2014 he became a Fellow of the Nielsen Data Science Institute, awarded in recognition of outstanding scientific achievement, leadership and service in the field of measurement science.
Pete is a graduate of King’s College, London University.

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