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Published on: August 6 2023 by pipiads

MusicHi everybody, welcome to Advertising Week Europe 2021. In this session, hosted by myself, David Barker from Sama TV, we're going to be looking at smart TV data, how it powers modern measurement, and what effect it can have on addressable advertising. So before I introduce the panel today, the context of this is that we're seeing consumers shifting from linear TV to digital channels more than ever before. And this is having an effect on how advertisers are having to adapt their strategies in order to reach these ever more elusive audiences. The problem possibly is that CTV scale, although it's going very quickly, is potentially being hindered from an advertising viewpoint by a lack of transparency and somewhat confusion in the market about how people actually can measure a lot of these new viewing habits that we're seeing. So what we're going to cover off today is we're going to have a look at how TV has traditionally been measured, how it's going to be measured in the future, and I've got three industry experts joining us today. In no particular order, we've got Martin Bentley, who is the European boss of the Audience Project. We've got Martin O'Boyle from the agency side who used to be a publicist for many years and he's now running his own consulting business. And then we have Richard Donnell, who's the president of MIQ. So maybe over to you guys first, Martin Bentley, do you want to give a quick intro to yourself and what the Audience Project do?

Martin Bentley: Yeah sure, actually UK lead. I don't think my boss would be too happy if I just promised you it wasn't about knowing where as yeah. So I lead the Audience Project. We're a research and technology company mainly measuring audiences across various media platforms.

David Barker: And you work with brands and agencies?

Martin Bentley: Yep, it's primarily brand-led at the moment but yeah, absolutely both.

David Barker: Great, great. Martin, how about you?

Martin O'Boyle: Hi, well as you introduced me, I am an independent strategic consultant. My background is media agencies where I've worked for over 20 years. In media agencies, most recently in Publicis Media as MD of Partnerships and Advanced Advertising. This year I founded Ngo Consulting and I'm currently working with media owners, ad tech companies, and media agencies in business development strategy.

David Barker: Great, and I've obviously known you for a while and you were always the person that we went to at Publicis as the expert on all things future to do with TV. So hopefully you can give us some good insights. Fingers crossed.

Martin O'Boyle: That's uh, I started as a TV buyer, moved into digital. TV is at the heart of everything that I do, so I'm a big believer in TV and broadcast media and the digitalization of it.

David Barker: Great, great. And Richard, introduce yourself a little bit about MIQ.

Richard Donnell: Yeah, MIQ as I should call it. I'm showing my age there. That's all right. It was Media IQ before. Nice to see everybody and I'm not going to try and promote myself in real time on the intro. So I'm the president of MIQ and we're a programmatic specialist. We've been around for 11 years, so we sort of started when programmatic started to take off around 2010. And we operate all around the world. We're super curious about the TV space intersecting with all things programmatic. So excited to talk about this. We partner with Samba, really interested in the ACR data that Samba provides and really interested in how the market's moving forward. So looking forward to discussing it.

David Barker: Great, great. All right, well thanks guys for joining. So let's get into it. I didn't want to spend too much time today saying, Hey, guess what? During the pandemic, people are watching different types of TV. They're looking at a lot more OTT services, available services, etc. So let's assume we're all on the same page on that. Maybe we could kick off by just touching on how has TV traditionally been measured and in light of the fact that we're seeing these trends towards new ways of consuming TV, are the old systems fit for purpose moving forward? Are they adapting with the times? Are there some new ways of measuring TV? And obviously, the whole context of the question is how important is measurement to advertisers when they're being asked to look at something that's new and something they haven't had a lot of experience with before? So maybe over to Martin O'Boyle to start with, how do brands see this and how do agencies view measurements in the new TV world?

Martin O'Boyle: All brands and agencies see measurement as extremely important, but they are also grappling with the change in consumer behavior and the data sources that they currently have today and how they are fit for purpose for the future or, as I believe, not really fit for purpose today. If we talk from a UK point of view, it's really predicated on BARB data, which is a panel-based household data, 5,200 homes, which is a fantastic way of measuring linear TV and has worked really well for many, many years. But the reality is it's quite restrictive. It doesn't really measure broadcast video even in the way that we would like it. So the reality is that media owners trade linear TV based off BARB data, but they don't trade their broadcast video off that BARB basis. So immediately we have a disconnect there. And that's one of the other restrictions, is that it really is just focused on broadcasters. So there really hasn't been a holistic set of data that can really measure consumer behavior across even that TV set. So it's something that agencies and advertisers have grappled with for many, many years. It's still not possible to get a holistic view of the reach achieved over a TV screen. So agencies have had to employ modeling methods to do that connect data, but the reality is some of the data that's existing today, like broadcast avails and panel-based data, they're not easily modeled. So that, I believe, is a gap within that, and it's something that agencies are grappling with. But also, we recognize that it's something that needs to be solved soon. It's more difficult to solve it, I would say.

David Barker: Okay, and leading into Martin Bentley, I mean you guys are right in this measurement space. So what's your view and how do you see it being fixed?

Martin Bentley: Yeah, I mean, the existence of the sort of North Star principles by the WFA says it all. The brands are saying, You guys as an industry, please sort it out. I think the TV gold standard, if you like, in the UK, which is BARB, is what it is. It has some gaps for digital, but we're not trying to change that as a measurement company. We run online panels, but we can fuse with the BARB data. What we see the brands really want, and also the agencies to a certain extent, is they want the full picture because the brands are demanding it. They're kind of organizing themselves around Origin and the WFA above that to solve this problem. And quite a lot of it is actually possible, but it does come down to fusing different data sets. There isn't a single source yet that's what Origin wants to solve. So yeah, I mean, we would agree with IAB totally agree with the idea of the measurement gap driven by choices consumers have and the lack of traditional, you know, TAM-based systems catching up. It's difficult, but it is kind of possible.

David Barker: Good, good. And Richard, from a programmatic company's viewpoint, where do you see the issues here?

Richard Donnell: I mean, for me, I think it starts with the consumer. And any measurement system is only as useful as accurately capturing what consumers are doing in a way that is appropriate to how the market, how technology has evolved, and ultimately what consumers are doing. And a lot of that has been accelerated in the last 12 months in a unique environment. For me, what I'm curious about and I would love to see from a measurement perspective, and I'm sure brands even more so, is how do we capture the true universe of big screen consumption? You think of the number of apps that are pre-loaded on 4K TVs, the most advanced smart TVs now, many of which are now proliferating around advanced economies and will continue to do so. And the


- Welcome to the world of music, presented by Musik.

- The premiere of the Tonight Show is about to begin, so come on in and enjoy the show.

- Get ready for laughter, music, and applause as we dive into the topic of the 10 weirdest jobs in the world.

1. Snake Venom Collector:

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2. Professional Mourner:

- This unique job requires individuals to attend funerals and mourn for the deceased.

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3. Smell Tester:

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4. Toothpick Manufacturing Machine Operator:

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5. Professional Cuddler:

- These individuals provide cuddling services to those in need of human touch and comfort.

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6. Face Feeler:

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7. Professional Bridesmaid:

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8. Personal Professional Queuer:

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9. Professional Snuggler:

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10. Professional Tattoo Artist:

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- In conclusion, the world is filled with unusual and interesting jobs that cater to various needs and preferences.

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Why Connected TV Advertising Works? (Reach vast audiences)

In this article, we will explore the concept of connected TV (CTV) and its differences from Ott and linear TV. We will discuss the advantages of CTV advertising and why brands should consider advertising on CTV.

Advantages of Connected TV Advertising:

- Reaching a large audience: Around 10% of Indian television households, or 20 to 22 million homes, have internet-connected televisions. This provides a significant opportunity for brands to reach a wide range of viewers.

- Increasing advertising revenues: According to a Group M Cantar report, CTV advertising spending is estimated to increase from $86 million in 2023 to $395 million by 2027. This growth indicates the potential for brands to generate higher revenues through CTV advertising.

- Digital advertising within streaming content: CTV advertising is a form of digital advertising that appears within streaming content. It includes ads shown alongside TV shows or live streams viewed on streaming devices. Interactive ads that engage specific audiences and offer actions for viewers to take are also a part of CTV advertising.

Why Connected TV Advertising is Growing in Adoption:

- Affordable advertising on the big screen: CTV advertising allows brands to showcase their ads on the big screen without the high costs associated with traditional TV advertising.

- Reaching cord-cutters and engaged viewers: With CTV, brands can reach audiences who are no longer watching cable TV and have never subscribed to it. These cord-cutters are highly engaged viewers, providing a valuable target audience for advertising.

- Enhanced measurement and control: CTV advertising offers smarter measurement and more control over who sees the ads and how often. It allows advertisers to unify their ad buyers across linear and streaming TV.

Advantages of Connected TV Advertising through a DSP:

- Data-driven advertising: Using a demand-side platform (DSP), advertisers can go beyond demographics and leverage first and third-party data to target specific audiences on every screen.

- Incremental reach: Advertisers can use linear TV data to extend their reach to new households and maximize audience penetration within their budget.

- Premium inventory: Connected TV advertising through a DSP allows brands to run their ads on content from major networks and streaming platforms worldwide, providing access to premium inventory.

Difference between CTV, Ott, and Linear TV:

- CTV is an Internet-connected device used to watch TV content online. It includes smart TVs, gaming consoles, and other Internet-connected devices. Ott (over-the-top) is the delivery mechanism for TV or video content online, often through streaming or video on demand. Linear TV refers to traditional scheduled TV programs watched through an antenna or by subscribing to cable or satellite services.

Challenges for Connected TV and OTT Advertising:

- Limited reach compared to broadcast and cable: The number of homes with CTV has not caught up with those using broadcast and cable services, limiting the scale of inventory available for IP-based audience targeting.

- Fragmentation among platforms and data providers: Many platforms and data providers struggle to match cookies or mobile ad IDs to IP, making it challenging to target audiences effectively.

Measuring TV Advertising Campaigns:

- Reach: This metric measures the number of unique users who saw the ad.

- Completion rate: Shows how many times the ad was viewed in its entirety, providing insights into how engaged viewers were and if the message resonated.

- Audibility rate: Measures the number of impressions where the ad was audible for any period of time.

- Viewability scores: Indicates whether a user can see the ad, typically measured if it appears for a few seconds and takes up more than 50% of the screen space.

- Pre-attribution and attribution tracking: Connects viewership with the completion of an intended action, such as visiting a website or downloading an app, to measure the effectiveness of the campaign.

- Cost per thousand views (CPM) and cost per completed view: CPM measures the cost of 1000 impressions, while cost per completed view is a more meaningful metric that calculates the ratio of the total cost of the campaign to the total number of completed views.

Connected TV advertising offers brands the opportunity to reach a vast audience, increase advertising revenues, and engage with cord-cutters and highly engaged viewers. It provides enhanced measurement and control through DSPs and allows for data-driven advertising. Despite challenges such as limited reach and fragmentation, CTV advertising has the potential to provide meaningful ways for brands to engage with their target audience. Measuring the effectiveness of TV advertising campaigns requires considering multiple metrics, including reach, completion rate, audibility rate, viewability scores, and cost per completed view.

Combining Real Time Consumer Data To Deliver More Effective TV Advertising Campaigns

This week on the For One Four, we're discussing the use of consumer data in TV advertising campaigns. I'm James Ross Dance, and joining me today is Mike, a pioneer in using data to reach target audiences. Let's dive right into it. Data is a hot topic right now, so what are agencies and brands doing with it? Agencies and brands are being more deliberate in their decision-making process when it comes to data in their marketing strategies. They are gaining a better understanding of how data is acquired and the challenges that platforms like Facebook and YouTube face in protecting brands. More data is now available for specific targeting of audiences in television, which is an exciting development. So, what can advertisers expect to achieve with these new developments? Advertisers can expect to engage specific groups of consumers and address more objectives with targeted TV advertising. This will ultimately impact their sales results. Can you give me an example of how this works? Previously, advertisers would target popular TV shows to reach a broader audience. Now, with the availability of more data, advertisers can target specific audiences based on household viewing data, cookies, device IDs, and other data sources. This allows them to deliver effective advertising in brand-safe programming. What changes do you predict will happen moving forward? I predict that TV will become an even more valuable medium for advertisers. With the application of new technology and the ability to use data in TV advertising, it will have more use cases and be able to impact the bottom line for advertisers. Data activation is a powerful tool that will lead to a significant increase in effectiveness for TV advertising. Thank you for joining me today, Mike. If you enjoyed this episode and want to learn more insights from marketing experts in just four minutes and 14 seconds every week, please subscribe and visit the For One Four website for all subscription options.

Connected TV, Advanced Audience Identifier, & Data Sets

Welcome back to the Digital Dive with Matt and Dan. We're excited to share some new features and campaigns with you. Specifically, we'll be discussing how we can now run connected TV commercials using the advanced audience identifier. Who came up with that great name? Let's dive into it!

Connected TV allows us to run ads on platforms like Fire Stick and Hulu, giving us the opportunity to create omni presence for our audience. This is a game-changer for non-profits, churches, retail environments, and even e-commerce.

Traditionally, running TV commercials didn't give us much insight into the demographics of our viewers. But with connected TV, we can tap into first-party data and target specific demographics such as age, gender, income, and household size. This specificity is what makes connected TV and streaming commercials so beneficial for digital marketing campaigns.

We spend a lot of our free time on connected TV and our smart devices. By strategically running campaigns on both platforms, we can ensure that our audience sees our messaging wherever they go.

Omnipresence is the key to our digital marketing strategy. We want to be everywhere our audience goes. Whether they're on Facebook, checking the weather, or opening their email, our ads will be there. And now, with connected TV, we're expanding our reach even further.

Let's talk about our data sets. When it comes to accredited investors and family offices in the US and Canada, we have access to 10 million accredited investors and around 4,500 family office contacts in Canada. Our data is always growing, and we refresh it every 24 hours to ensure accuracy.

If you're looking for a specific audience, digital marketing is the way to go. It allows us to target with incredible granularity and achieve the results you're looking for. If you're not seeing the results you want, it's time to drop the map and let us help you.

In conclusion, digital marketing is a powerful tool that can help you reach your goals faster. Don't settle for mediocre results. With the right strategy, team, and execution plan, you can make digital marketing work for you. Connect with us to learn more and see how we can help you achieve your business objectives.

Brands Can Bring First-Party Data Direct To TV: Samsung's Scott

Samsung Ads: Leveraging Data for Better Advertising Results

Samsung Ads is an advertising platform that aims to help advertisers make the most of their advertising campaigns by utilizing a vast data set, primarily ACR data. With access to both linear and OTT data, Samsung Ads allows advertisers to target, measure, and activate their ads more effectively. The platform also provides insights into the business results achieved through advertising efforts.

Key Points:

- Samsung Ads has a footprint of 45 million televisions in the United States, reaching approximately 38 million homes.

- The platform utilizes ACR data to gain insights into viewership and ad exposure, both in ad-supported and non-ad-supported environments.

- Samsung Ads can also gather input data to determine factors such as internet service, gaming console usage, and language settings.

- By understanding the viewing habits and preferences of different households, Samsung Ads enables advertisers to target specific demographics and measure their impact.

- The platform helps address the imbalance in media metrics, such as reach and frequency, by identifying households that are overexposed or underserved by ads.

- Samsung Ads allows advertisers to retarget and re-measure their campaigns based on the insights gained from the data.

- The platform offers the ability to activate campaigns on Samsung Ads' platform as well as throughout the connected TV ecosystem, including high-impact video on television.

- The biggest area for growth in addressable and advanced TV lies in providing a deeper and more personalized experience for consumers.

- Samsung Ads aims to serve consumers by offering content through platforms like Samsung TV Plus, a free streaming service with over a hundred channels.

- Investing in consumer experiences allows Samsung Ads to attract advertisers and leverage data for better targeting and results.

- The platform plans to work more closely with clients on their first-party data, in addition to partnering with third-party data providers.

Samsung Ads provides advertisers with a powerful platform to leverage data and achieve better advertising results. By utilizing ACR and input data, advertisers can target specific demographics, measure their impact, and optimize their campaigns. The platform's focus on providing personalized consumer experiences through platforms like Samsung TV Plus further enhances its capabilities. With its vast footprint and trust among consumers, Samsung Ads is well-positioned for growth in the addressable and advanced TV space.

How Blockgraph Works: Schleider Combines ISP & TV Data

So, Block Ref is in a unique situation when it comes to understanding and tackling the fragmented connected home. We work with companies like Comcast, Charter, and Viacom CBS to tie together the set top box and digital devices in a household. Our data assets unify all the devices in the home, allowing us to understand consumption and ad exposure across any device.

In terms of challenges for marketers, speed and accuracy are key. Block Ref is software that sits within a data owner's infrastructure, allowing for quick movement and activation of audiences. We don't determine the accuracy of data assets, but we ensure that third-party data is accurately tied to the home advertisers want to reach.

When it comes to data sources, privacy and consent are important factors. First-party data is crucial for knowing the home and customers. However, third-party data can also be valuable, depending on the goals and strategies of the clients.

The greatest challenge for marketers targeting audiences across TV and video touchpoints is frequency management. With so many devices and fragmented consumption, it's difficult to reach the right level of exposure for consumers. Unifying audiences and tying all devices in a home together is crucial for solving this challenge.

Overall, the technology is there to help brands manage frequency and reach. Collaboration and interoperability are key to solving the fragmentation issue. Block Ref provides a privacy-safe way for companies to control their first-party data and collaborate with partners to improve the consumer experience and manage frequency.

In conclusion, Block Ref is working towards bringing the industry together to solve the challenges of fragmentation and frequency management. With our software and peer-to-peer infrastructure, we aim to support better targeting, reach, and brand lift for marketers in the connected home.

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