Attendees learned how Turner is cracking the TV futures market by using predictive analytics to advance audience targeting and optimization for their clients.
Dan began the discussion with the six things that make advertising work:
1. Who: audience targeting
2. What: creative messaging
3. Where (context): content
4. When: recency
5. How often: frequency
6. Where (platform): screen
It begins with behavioral/attitudinal viewership data from panels, set top boxes, aggregators and SmartTV.
Next, is analytics. Competitive Audience Estimation (CAE) measures what affects program audiences, which include:
Competitive Reach Estimation (CRE) is a data-driven approach to forecast unduplicated audience across a media schedule. It compliments CAE and naturally extends learning from the targeted audience. CRE handles the complexity of estimating where audience duplication will occur in a schedule.
Finally, you need to consider the business model. The marketplace rules monetization!
Watch for additional #MADSCONF follow-up stories!