Feb 05, 2018
Why collaboration matters, and how data should to fit into your broad media and buying strategy.
Nearly four years ago, I was a national TV buyer for GroupM, sitting across the table from the executives of a major advertiser in a pre-upfront meeting. When the head of our research department asked if the client would be interested in targeting rewards members with its national TV buy, the client’s response was “not yet.” I, however, was sold immediately. So, when the advanced advertising team was created and advertisers were ready, I was there—helping clients develop segments and access data, and fold that data into their national TV planning and buying scenarios.
Now, as a director of data solutions at Viacom, I can say I’ve seen both sides of media buying and planning. I understand the challenges and opportunities for publishers and advertisers as the marketplace for TV advertising becomes more data-driven. All things considered, I think that audience-based buying has the potential to transform the TV ad industry. But for its potential to be realized, both sides of the industry have to make some adjustments.
With that in mind, here are three key considerations that will be most important as the industry adapts to advanced advertising: