Data Affects Multiplatform Ad Buying

Today, ad spending is spread across all electronic platforms, notably TV, video, radio and digital. Broadcasters have long understood how to sell advertising for its programming viewed over-the-air or via satellite or cable. But collecting revenues for viewing done through the growing number of other distribution platforms represents new challenges.

That led to today’s Super Session “Where’s All the Ad Revenue: Media Strategies Unleashed in a Dynamic Multiplatform Environment.” It turns out the various platforms have plenty to offer those in the advertising business as well as for broadcasters.

“The world of advertisers is changing dramatically right now,” said Joe Schramm, founder and senior partner at Schramm Marketing Group, which planned the session.

For many years, advertisers and agencies have planned and placed their media based on dayparts, ratings, gender and age. “Now consumer data is collected to allow a media buyer to place media based on consumer behavior and personal interest.”

Viewers are watching television programming in nonlinear formats, and watching them on demand or over the top. This shift in viewing habits has generated a new conversation about advertising. Media buyers are shifting ad spending across multiple platforms. As the number of digital video ad opportunities increase, the question is how are these shifts in media allocation affecting the budgets assigned for linear TV?

Schramm pointed out there are many platforms that offer a viewer access to a broadcaster’s content.

“The broadcaster has a real incentive to come to this session because they will want to make sure they aren’t missing an opportunity to generate more revenue across all these platforms,” he said. One area that is in flux is the ratings services.

“We’re now in a situation where the audience measurement business is becoming more competitive. Everyone’s scrambling for market share, and Nielsen naturally wants to hold on to their market leadership,” said Schramm. “And so the broadcasters find themselves facing the reality that there are multiple places to access viewer information, but each with a slightly different measure of audience behavior.”

For an advertiser thinking about attending the session, “they would want to come because they want to make sure they understand what’s happening to the marketplace, and how the broadcasters are empowering themselves to represent a broader selection.”

One groundbreaking case study to be presented at the session is the Toyota Rav4 campaign, where almost 100,000 renditions of the creative were generated for targeting individual consumers. Panelist Jason Schragger, chief creative officer at Saatchi & Saatchi LA, will explain how his client, Toyota, wanted to address their advertising programmatically as well as through traditional advertising.

Panelist Dan Ackerman, senior vice president of Programmatic TV at AOL Platforms/, will detail the different delivery platforms AOL provides, what opportunities for broadcasters they open, and how the traditional broadcast advertising model is changing because of technology.

Also on the panel, Zachary Soreff, president and partner at Sawyer Studios, will speak to how his agency specializes in marketing and promoting television networks and television content, and how they drive viewership of their content.