Mediaocean, the big media-buying and data software system for U.S. media agencies, says it is first-to market with a “reach” enhancement extending linear TV to connected TV and social media.
Mediaocean says its TV Reach Extension will be incorporated in its Scope media-buying systems.
The company says the new reach addition will identify “deduplicated” audiences, giving marketers a new tool to manage reach and frequency, eliminate waste, and adjust incremental audiences across channels.
Mediaocean says it will be the only buying platform that connects linear TV audience intelligence with connected television (CTV) and “closed” ecosystems like Facebook.
“Our Scope product was purpose-built to operate within and across the walls of closed ecosystems, including converged television,” stated Anupam Gupta, chief product officer at Mediaocean.
He added: “Most DSPs [demand side platforms] don’t touch linear TV or social media at all, given this inventory is typically only available via direct sales or API integrations, not through exchanges and SSPs [supply side platforms].
Gupta adds that while CTV is a high-profile growing TV platform,
it is but “one channel in a broader converged television mix.”
Recently, Mediaocean announced it was automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.
De-duplicated measurement of audiences across media platforms is WAY harder than measuring each individual platform. The permutations are virtually endless.
So, I suspect that this is a model using de-duplication factors rather than measuring actual de-duplication. In fact, I believe that for the foreseeable future 'whole of media' de-duplication simply has to be a model.
Can Mediaocean please clarify their method?
John, you may well be right---but, perhaps, we will get a clarification on this. In our annual, "Cross Platform Dimensions 2021", we provide a set of formulas that allow for reasonable reach estimating for schedules in many combinations of media, and there is growing evidence that such calculations probably yield a fairly close approximation of the audience duplication levels for media mix combos. What they do not do is allow the brand to actually track ad awareness or sales results traced to specific consumers reached by one medium or another as well as those covered by various combinations of media as that would require real survey data and, as far as I know, such information is generally not available across all of the major media buying alternatives. So, from a media planning standpoint, estimating the reach of various platforms when used in combination is not the great problem some think it is---it's a fairly simple matter. The hard part is figuring out what actually happens when each reach/frequency segment is exposed and how to adjust the buys to maximize results.
Fundamental for advertisers and their media agencies is, what de-duplicated "audience reach" definiton are we talking about? Merely distributed and served to a screen, page or speakers? Served and fully rendered on a screen or via a page or speakers? Served, fully rendered with a target audience in proximity to the media vehicle and with a general OTS or OTH the media vehicle? Served, fuly rendered, with a target audience "viewing" or "hearing" the specific content or ad of particular concern? Each measure being very different and with vary different value to any user as explained by the ARF Media Model. Mixing any of these different levels of measurement with their very different values across media platforms would render (no pun intended!) any de-pulicated estimate as specious. So, yes, can we see the full detailed Techncial Appendix (remember those?) on exacly what MediaOcean is doing please? Perhaps they would even request a full and detailed appraisal of its validity from the three of us?
Hi John, Ed, and Tony, thanks for your comments and indeed our solution contains both deterministic and probabilistic elements. We’d be happy to take you through it and keen to get your feedback on methodology. Please email firstname.lastname@example.org and we can set something up.
Hi there 'Mediaocean Team'. I'd be in for a Zoom meeting with Ed & Tony and your team. Waddyathink?