2022年12月7日
By 托尼·穆尼广告高级副总裁，ThinkAnalytics
博客

做好准备——广告主希望为全渠道媒体购买提供成熟的电视定位

随着数字产品的消费者定位能力变得越来越复杂, 电视上可触及的观众群范围似乎越来越少. 公平地说，电视行业, 有相当多的技术, 操作, and commercial challenges to overcome in order to transition from broadcast targeting to buying specific audiences.

Today’s digital TV operators have the opportunity to collect return path data has transformed the ability of TV operators to understand their viewer behavior like never before. 这是超定向广告发展的基础. It enables operators to offer a very wide set of attributes that advertisers can use for targeting, expanding the options from two dozen broad demographic categories to literally hundreds of affinity groups.

That may sound great until you think about how you 操作ize it in a TV trading ecosystem that has run on a much simpler, 覆盖范围驱动的商业和运营基础. 我还记得当我们在Sky推出AdSmart时，媒体机构的反应. 一开始是“哇”, 在场的人都觉得这一刻太棒了, followed about three seconds later with a look of mild shock as the transformational implications sunk in.

The good news is that the breadth of TV behavioral targeting can be introduced at whatever speed suits the local market or 操作 constraints of the TV operator. 例如, ThinkAdvertising解决方案生成一个层次结构, which means affinity attributes can be rolled up into fewer – but still powerful – targeting variables, 比如汽车行业, 技术, 体育, 金融, 旅行, 等. 让我们从一个简单的开始. 随着操作成熟度和信心的提高, 这些群体可以在层次上扩展，以提供更具体的目标受众, e.g.，从运动到运动类型到俱乐部，甚至到球员.

全渠道营销的优势

现在让我们考虑一下跨不同媒介的广告活动的含义.

除了准确测量广告效果, one of the biggest aspirations for advertisers – and their agencies - is to be able to design and deploy advertising campaigns to the same audience, 无论何种媒体渠道.

自然，广告商希望有效地购买观众. 目前, it is very difficult for an advertiser to plan and evaluate reach and frequency for any specified audience across a whole campaign that might, 例如, 包括电视, 在线, 打印, 和户外. 考虑到在电视和数字媒体上的巨额支出, it is especially frustrating that these two environments are not better integrated to facilitate advertising to people, 没有设备.

主题是, 当然, 这吸引了媒体所有者和广告技术供应商的大量关注. 多发行商计划，例如 OpenAP, are to be applauded and help lay a better foundation for de-duplication and simplified media buying.

然而, 这大大提高了消费者的认知度, the question of consistent audience definitions across both digital and TV remains unanswered. One of the major advances of digital advertising has been the ability to bid and buy for audiences defined by their behavioral affinities, 而不仅仅是人口或地理.

从历史上看, 数据供应商, 数据管理平台, and analytics providers have used custom taxonomies to describe and segment their audiences, 供应商之间几乎没有标准化. 这就导致了即使相似的数据有时也会出现截然不同的描述.

The Interactive Advertising Bureau (IAB) has attempted to fix this for internet advertising with the introduction of a common nomenclature for audience segment names to improve comparability of data across different providers. 促进全渠道广告, 这些观众的广度和标准化都需要在电视上实现.

As 我在之前的一篇文章中讨论过, 基于行为的亲和力现在可以从第一方观看数据中创建, which enable a far greater scale of targeted audience segments that can be used in addressable TV. ……很重要。, 虽然, that these audience definitions are aligned with those used in digital in order that omnichannel campaigns can truly work. These are important factors for TV operators to keep top of mind when building their addressable advertising offering.

当考虑转向电视行为定位时, 最重要的是要记住，未来不等人. That journey of a thousand miles may start with a simple step, but that step needs to be taken. The days of TV advertising attracting substantial advertising dollars by only offering broad demographic targeting are fast ending. The implementation of sophisticated TV targeting capability is something that can – and should - be done now and the release of scope and scale of targeting can be easily controlled to suit the 操作 readiness of the TV operator and the appetites of advertisers.

[编者注:这是来自 ThinkAnalytics. 流媒体 媒体接受供应商署名完全基于它们对我们读者的价值.]