• by Joe Mandese  @mp_joemandese, June 9, 2016

In this case, the nils are the so-called “long-tail networks” whose audience reach isn’t statistically significant enough to be measured by Nielsen, but who nonetheless add up to some real TV advertising opportunities, if you know how to measure them.

That was the case made by Alex Lundry, Chief Analytics Officer, Jeb Bush Campaign/Co-Founder, Deep Root Analytics, during the opening panel discussion at MediaPost’s TV Insider Summit on Amelia Island, FL, this morning.

Lundry said the most effective return he has found in reaching refined voting targets is on long-tail cable networks. Part of that is because they sell at a fraction of the Nielsen-rated networks, and part of it because they deliver valuable viewers.

Lundry said the process typically begins with “randomized control experiments” testing conventional Nielsen-rated TV buys side-by-side with “data-infused targeting” buys.

“One of the very interesting things was first of all you could buy less,” he said, noting that the efficiency of targeting audiences via the long-tail enabled his campaigns to achieve the audience reach they needed with fewer dollars spent.

“You can save money right away,” he reiterated, adding that next to long-tail networks, the next big audience efficiency opportunity is also a source of viewing that many on Madison Avenue look askance at: “overnight” or wee hour dayparts.

Lundry said his campaigns have a slight advantage because they have a fabulous source of “first-party” data: voter registration files. But he said the method can be leveraged by any category that can develop comparable first-party data, and where there is huge market share opportunities at play. He suggested “entertainment, financial, retail and automotive.”