New Data Links TV, Video Data To Aid Cross-Platform Marketing

by Laurie Sullivan, May 16, 2012, 3:07 PM

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TV advertising and measurement technologies have begun to better link television and video data, as online marketers begin to understand the importance and benefits of multichannel marketing. Evidence from multiple sources released this week point to a blurring of the lines.

A Forrester Research study looks at the benefits of bridging audience data management for online and offline channels. Deep in a report -- "It's Time To Bridge The Audience Data Management Divide" -- Forrester Research analyst Srividya Sridharan points to steps taken by Kantar Media and Rentrak to advance TV measurement, how Simulmedia uses set-top box data to buy and sell traditional TV ads to deliver greater targeting efficiency, and how Invidi Technologies and Visible World provide the backbone to serve addressable TV ads.

The report analyzes embracing TV audience data as a viable "audience intelligence source." TV and video audience data has been ignored by direct marketing programs, because it lacked measurability and effectiveness, but behavioral-based TV data is now becoming available through set-top box technology, according to the report.

Technology advancements connecting TV with video creates real-time insights to help marketers target ads. Through a partnership with eXelate, the cloud services data company Turn has access to Nielsen TV data that it integrates with online video data.

More than 96% of Turn customers plan to increase online video advertising budgets in the next three to six months, and 62% plan to increase brand awareness as an objective, according to a May 2012 client survey released Wednesday. The company runs more than 3,000 campaigns monthly for more than 200 agencies.

Paul Alfieri, vice president of global marketing at Turn, said large brand and agency marketers continue to orient their thinking more toward online video assets that can run on TV and how will the two interact.

"Conversations have been around customers sitting on the couch in front of the TV with an iPad -- so do we run the online video an hour prior to the TV show, and how does that influence interaction and brand messaging?" he said. "Technology has evolved, so we don't need to take two separate paths to production for online and offline video. You can shoot the 30-minute slot and slice off a piece for online."

Progressive networks that have Internet proprieties have begun to offer package deals for online and offline ads, Alfieri said.

Marketers must understand how consumers use and navigate multiple channels and how one channel influences another before effectively integrating campaigns to achieve the best results from branding and direct-response campaigns.

Social networks lead viewers to new TV shows. A January 2012 poll of households by marketing research company Horowitz Associates found that 19% of respondents had begun watching a TV show after reading about it on a social network or blog. Pointing to the findings in a research note, eMarketer tells us 23% of those polled said they visited a Web site or used an app that provided more content about a show, while 39% had used the Internet to search for more information about television content.

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