This morning, one of our clients described how harnessing TV’s evolution into programmatic could be the secret weapon for her brand if we could help her act immediately.
Challenge accepted!
She was referring to this week's signal that something bit is afoot for TV marketers given the Warner Bros. Discovery’s programmatic upfront pitch:
https://www.wbd.com/news/warner-bros-discovery-combines-innovative-advertising-technology-unmatched-content-and-iconic
I think a lot more CMOs are taking note of this too. We care because precision in targeting has never been more crucial. Yet, without strategic oversight, dollars might just vanish into the ether.
- If programmatic TV is your toolkit, consider the $27 billion spend prediction this year.
- The accuracy it promises can directly translate to reaching the exact audience you need.
- Without keen analytics and strategy tied to the granular level of decisions your AI is making, the advantage is wasted.
This isn’t just about investing more in TV. Provalytics wants to help her and you invest smarter.
Data and sound measurement must remain the foundation, but I cannot stress how much this opportunity will be sidelined if your MMM solution limits insights to how channels and platforms perform.
Effectiveness and efficiency metrics are needed for each unique combinations of campaigns, audiences, creatives, publishers, formats, geographies, and placements.
Otherwise, all of the incredible opportunities for precision marketing with TV is most likely going to end up paying premiums for noise. We need to break the mold and ditch aggregate measurement.
Are you ready to navigate this new terrain?
It's imperative to think strategically and tactically together. AI can help. but the only way to transform this potential seismic shifts into actionable insights is measurement with a granular view.
I would love to share how we could immediately help your brand too!
Cheers
Todd