As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology (ACR) is changing that.
Viant, a unit of Time Inc. says that it has the inside track on connecting which viewers are connected to which other devices. It’s just put on out an Introductory Guide To TV ACR that gives a pretty good overview of where the business of that kind of advanced measurement and tracking is going.
Time Inc. sees three key areas providing organic digital growth: native, video and “third-party digital” – its programmatic tech. By acquiring Viant and Adelphic, Time Inc. has been able to spur digital growth. Digital advertising revenues grew 63% in the fourth quarter. Without Viant, it would have grown just 15%.
Luxury car drivers do not behave the same way as drivers in other segments when they are off the road, according to Viant’s new report, The Anatomy of an Auto Shopper. “Retail habits can often surprise even the most seasoned advertising professional. It definitely pays to do your homework here,” says Viant CMO Jon Schulz. Viant’s report goes beyond retail habits, covering make/model/brand affinities as well as TV and CPG habits of auto shoppers.
All retailers need to prioritize data collection and analysis to optimize e-commerce experiences for the consumer. Rick Bruner, VP of Research & Analytics at Viant, recommends that brands rely on more than just demographic data when targeting customers and offers highlights from Viant’s study, “Examining the Three Heaviest Spending Retail Shoppers.”
“Now we have cross-device powered by Viant, we have measurement and metrics, and we have it in a self-serve platform with Adelphic,” says Time Inc.’s VP, Judith Hammerman, in a recent interview with The Huffington Post.
In place of the cookie, the study by Viant highlighted the rise of ‘people-based’ campaigns, which enable marketers to target users across multiple devices using registered user data and track the role of digital channels in offline sales – an activity impossible to achieve with the former tech. At a time when $7.2 billion globally has been wasted on fraudulent advertising, it’s more important than ever to get things right.
Over half of marketing managers believe cookie-based advertising campaigns will die out within the next 12 months, according to a new report from Viant. The study of 251 brand-side marketing managers in the UK revealed a collective move towards a so-called ‘people-based marketing’ approach. Unlike cookies, people-based campaigns give marketers the ability to advertise to real people linked across multiple devices using registered user data.
As marketers turn away from cookie-based campaigns, 83% say people-based campaigns perform better, said the Power of the People report published by Time Inc’s ad tech company Viant. “This research data shows that marketers’ faith in the cookie is crumbling,” Toby Benjamin, vice-president of platform partnerships at Viant. “I’m optimistic that we will see a real shift in attitudes towards digital marketing in the UK over the next few years.”
Today’s CMOs are charged with a near impossible task: proving ROAS across consumers’ devices. Time Inc’s EVP, Erik Moreno, explains how Time Inc. and Viant are tackling this challenge with people-based advertising.
One big reason behind why Time Inc. and Viant’s recent acquisition of Adelphic is appealing is that it lowers the by side’s over-dependence on Facebook and Google, Reinders said. “Marketers need scalable, people-based advertising solutions outside of the walled gardens,” she said.