DMA Rethink TV Summit: Talking Heads Talk TV

By Mark Lindsay. Channels Director, Experian Marketing Services. 

Last week I had the pleasure of being on a panel at the DMA Rethink TV Summit.  My fellow panellists, from Channel 4, Sky Adsmart and MRM Meteorite, and I were talking to the audience of brand marketers about the opportunities they now have to engage more effectively with their customers via TV. It was great to be surrounded by an audience genuinely excited and engaged with the potential of what they can do now, whether they were targeting millions or a smaller group.

We know that these days, viewers have the opportunity to watch what they want, when they want and where they want. Instead of this diluting the advertising budget, it creates opportunities to drive an advertising budget to the right place, at the right time, through the right TV channel.  How? By getting the data right. By leveraging 1st and 3rd party data, including media owners’ access to Mosaic data, advertisers can now tailor and target their advertising, driving the right messages to the right people at the right time.

At the event, the questions posed to the panel centred around the different ways that brands can engage with segmented audiences and the options the broadcasters give them. The other topic of conversation was how a brand can combine their own customer data with the broadcaster’s data. This is where Experian’s Addressable TV advertising team come in. We can help get the data working effectively.

And all of this isn’t just for the big boys. Organisations targeting smaller, niche audiences can be involved. If the data is right, the advertising will be right. Our colleagues at Sky highlighted the example of a car dealership in Southampton targeting consumers in the local area via addressable TV advertising.

So, if you are thinking about being a smarter TV advertiser what do you need to think about?

Make sure you set objectives. Be very clear on your objectives for the campaign – is this a brand campaign, direct response or hybrid? This is critical as the success measurement approach must align with the campaign objectives. Additionally consider whether this campaign will sit alone or will it be supported by or in support of other channels?

Choose your target approach
Will this be on ‘standard’ segments – for example using Experian’s Mosaic to target individuals who align with your audience definition; or based on ‘custom’ segments – for example target individuals who have recently moved home; or based on your data – lapsed customers for example.

Optimise your audience definition
When planning to use targeted advertising, no matter what the channel, it makes sense to ensure that you are using the best data available to create, define and describe your target audience. Make sure that your 1st party data is fit for purpose and leverage actionable 3rd party data. Remember that reach is important – so don’t define the audience in such a way that the size of the audience is too small to be effective.

Align content with audience
Targeted advertising provides you with an opportunity to deliver content to a very specific group of consumers – your target audience. Don’t waste this opportunity by delivering generic content. Use insight that is available on your target audience to tailor content that will maximise the effectiveness of your campaign. One of the questions that the panel had was whether this new approach increased the need many different creative variants – this doesn’t necessarily need to be the case – one advert can be tailored by changing the voiceover or changing the final call to action copy – without the need for shooting a new advert for every segment you wish to target.

Prepare to measure
In many channels, including TV and VOD, targeted advertising is a relatively new technique. Be prepared to measure, measure and measure again. The advantage of targeted advertising is that you typically know who you have targeted – measure impact on this audience before, during and after campaign.

If you want to know more, or hear how Experian’s Addressable TV Advertising can help you target and engage with precisely the right people at precisely the right time — multiplying returns on your significant marketing investment and making advertising wastage a thing of the past, please contact me at: marketing.services@uk.experian.com.