Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose.
Takeaways
• The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.
• The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.
• Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.
• Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.
• The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms.
Chapters
00:00 - Introduction
02:08 - Data-driven targeting and measurement
04:22 - The objective of TV and performance marketing
06:18 - Measurement evolution
10:42 - Consolidation and its impact on agencies and clients
13:20 - Strategic thinking and the balance between thinking and doing
20:29 - The future of individual influencers and upfronts
21:16 - Netflix and the growth of their ad business
22:14 - The future of sports and the impact of big tech companies
25:37 - Changes in the upfront and data-driven tactics
27:29 - The role of digital platforms like TikTok and Meta
29:21 - Uncertainty and decision-making with platforms like TikTok
31:48 - The need for expertise in navigating the industry
31:59 - Conclusion
Guest: Lisa Herdman
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take