At Viacom, we’re already tackling the future of TV advertising — and we aren’t alone. Viacom Vantage, our data-driven TV platform, uses predictive analytics to help marketers define and engage their audience more effectively across our media networks. We’re seeing similar solutions being crafted by other networks. In our experience, once marketers utilize these capabilities and data sources, they’re convinced. And they don’t go back.
In addition to more effective targeting and improved metrics, we’re unleashing creativity for marketers in ways we didn’t expect a year ago.
For example, think about a typical major movie release. Clearly, a movie won’t appeal to all audiences, but most are accompanied by short, high-budget, unique ad campaigns. With so much riding on that critical opening weekend, nailing the right audience is more important than ever. We’re now able to target those most likely to be interested in the movie given their demographics, moviegoing behaviors, and content affinities. By using our Vantage Studio Edition, for example, advertisers achieve reach while driving significantly more impressions among a movie-specific, custom segment of viewers. This sort of model is one that you’ll see applied for advertisers in other vertical categories as well.
We’ve also developed the ability to leverage the data marketers already have. Combining first-party data with TV viewing behavior means marketers can now find and deliver ads to their strategic audience in ways that weren’t possible before. In the case of one major retailer, we used their CRM list to engage their audience at 162% better concentration than the rest of their TV average. For them, it meant having deeper insight into the most effective medium for their goals (especially given their TV spend was re-allocated to digital a year earlier.)