“Everything really begins with data — household-level addressable TV, OTT [over-the-top TV] targeting, attribution, zip-code or zone-level messaging. Without the data, we have nothing,” Bologna told attendees. “The hardest part is, we have to ask advertisers who they really want to reach. Then we pair the target with the appropriate dataset. “
Bologna said big advertisers are accustomed to mass reach and getting a certain number of GRPs per week. The advanced TV paradigms don’t really work that way — they seek to go beyond basic demography via audience-based media buying tactics informed by data.
He wasn't shy about his passion for addressability: “I love to take an advertiser’s core hyper-segment and match it against subscriber files, and then send it to granular targets.” He seeks to show advertisers the homes exposed to their ad, the households that responded.
In the world of addressable TV, advertisers are not limited to household-level addressability. Bologna said advertisers can move to combine their target segments and data providers with third-party data firms like Neustar, Acxiom, and Experian in order to find the exact audiences they want across all devices. Genuine addressability involves unduplicated reach and frequency.
Bologna pointed out that of the 115 million TV households in the U.S., 57 million can insert targeted advertising at the set-top-box level, and that doesn’t include OTT services. Enabling hyper-targeting at the household level is potentially very powerful. He also said that indexing, as an extension to an addressable TV initiative, is also helpful, though mostly used on locally available inventory. “The national marketplace is more complicated because you have 50 different networks using 50 different forms of data,” he said.
Bologna emphasized hyper-targeting in TV. “You can get more granular in the TV space than many people think. We can target specific households and zones for a specific prescription, for example, and then tie it back to new prescriptions and doctor visits,” he explained. He cited a campaign his agency did for an auto advertiser in which Modi cherry-picked the brand’s competitors and created an audience segment. “Between household-level addressable data, device-level, and OTT data, we found 9.4 million qualified households to target for a 30-second spot for the sedan,” Bologna said.
He said that the return on ad spend from the addressable standpoint was that for every dollar on addressable, the brand made $11 back. The brand sold 4,500 cars as a result of the advanced TV campaign tactics. The campaign included all four tactics: OTT, device, household-level, and indexing. Further, Bologna said that 35% of all household-level addressable campaigns Modi does include at least one, if not two or more of these tactics.
Ultimately, the challenge,s to bring all media owners together to apply a singular data source and measurement standard to report back to each advertiser, Bologna said.