One of the benefits of television’s move to streaming is that it gives advertisers access to a much broader range of data about who their ads have reached, when and where.
This allows them to obtain the same granular level of data they can get from digital display advertising, only with the benefits of sight, sound and motion. As television industry executives are fond of noting, television commercials create an emotional connection with viewers. (Well, the good ones, anyway.) That’s why people can remember TV commercials they saw 20 years ago, but are hard-pressed to remember banner ads they saw 20 minutes ago.
That said, TV commercials do not operate in a vacuum. Viewers see ads across a range of media types and the ability to understand where else they are seeing spots from the same advertiser and create media plans based on that data is going to prove to be very popular and very valuable in the years ahead.
MadHive, which works primarily in the connected TV space, has a proprietary OTT-first device graph that allows them to identify audiences on OTT television. They recently announced a partnership with Talon, one of the premier players in the digital out-of-home (DOOH) space.
The deal will allow brands to make a single buy, combining OTT television with DOOH. The buys will utilize MadHive’s TV data and Talon’s DMP to create a composite of the brand’s desired audience across both mediums.
How those buys are configured will very much depend on the brand, says Christiana Cacciapuoti, MadHive’s SVP of Marketing & Innovation. “A lot of DR brands or newer DTC brands will have really complete first party data and so they’re able to say ‘Here’s my audience, these are the people I want to reach.’”
“On the other hand, you have traditional brand advertisers and they have a very different type of data set and target audience—they’re not looking for those direct response KPIs, so they’re going after a somewhat broader audience. And the great thing is that we can do both.”
Given that both Talon and MadHive have both local and national footprints, she sees brands have plenty of geographic flexibility in making these sorts of cross-channel buys.
In terms of creative, Cacciapuoti said that some brands may want to run versions of the same ad on both mediums, while others may try and make them complementary. “It’s really up to the brand and what goals they are trying to meet,” she notes.
The Benefits of a Cross-Channel Campaign
From a consumer POV, the value of cross channel marketing is that it prevents brands from overwhelming viewers with the same ads over and over again, only on different media.
When media plans are created in silos, it’s hard for brands to know how often they’ve reached the same people and how many people they’ve completely missed. The beauty of combining DOOH with television is that it allows consumers to engage with the brands on their own terms, whether that’s a lean-back TV experience or a lean-in out-of-home experience.
Brands get the benefit of learning more about their consumers’ habits and where they are most receptive to hearing the brand’s message. They’ll also learn which combinations of media are most effective.
Moving Beyond Silos
In pre-digital days, buying advertising in silos made sense because it was impossible to track consumers across various media types.
But as the MadHive-Talon partnership illustrates, those days are behind us, and forward thinking brands can both plan and buy across a range of digitally-delivered media types. This sort of holistic buying creates greater efficiency for the brand and a better experience for the consumer.
It allows marketers and publishers to understand where consumers want to engage with advertising and where they want to be left alone.
“The key here is de-siloing,” Cacciapuoti says. “It’s about bringing these different media channels, that have traditionally been so siloed, together and allowing brands to craft a better narrative. When you are able to package planning and activation and measurement together, you’re able to have better control of the user journey and better control of frequency. These are two things that are usually huge pain points, and now we’re giving brands the ability to have a great deal more control over them.”