You’ve probably started to experiment with the many new techniques that allow digital marketers to engage with buyers on more than one channel. But how can you know that you’re getting the right message on the best screen at the most effective time?
Continuing our recent series on targeting across channels, we interviewed Aleck Schleider, vice president of data & analytics at Videology to get his thoughts. Aleck is a digital advertising veteran with nearly 20 years of experience.
In our interview, he shares his perspective on these cross-channel marketing strategies and demonstrates how companies like Videology are helping to deliver targeted messages across devices, including TV, PC, and mobile.
1. What channels are most important in a brand’s marketing strategy?
It is essential for brands to think cross-channel for their marketing strategy. The shift in consumers’ viewing behaviors and the resulting audience fragmentation is a growing challenge for brand advertisers.
To put these changes in perspective, the average time that consumers spend in front of screens is up from approximately 7.6 hours in 2010 to approximately 9.9 hours in 2015. Time spent watching television has stayed relatively stable among many demographic groups, but there are tremendous increases in viewing on connected devices, especially mobile viewing.
Television today is moving away from demographic-based targeting and is becoming much more data enabled. Therefore, customers who are looking to implement a cross-channel strategy that includes TV, PC, and mobile should start by defining their audience and campaign objectives. This can vary by campaign and could be anything from desiring a very strong targeted reach across TV and digital devices, or more specific, hyper-focused targeting to a more granular and, therefore prevalent audience.
Key to this strategy is the ability to tie together audience viewing across screens. Advertisers need a way to identify those lightly exposed or unexposed on one screen, and reach them on an alternate screen. Or, depending on the desired outcome, an advertiser may want to use technology to build frequency across screens, or even send sequential messaging to drive a given action.
2. What are some challenges when preparing a cross-channel strategy?
In the past, digital marketing has been very siloed with team structures like:
- TV buying team
- Digital buying team
- Mobile buying team
- Display, social, and search teams.
If you want to have a holistic approach in our world, there has to be a collaboration between those buying groups.
We are seeing these things change today. In particular, we see a collaboration amongst agencies for TV and digital, and we’re even seeing them change how they actually set up their business operations.
3. Which verticals are the most successful with these types of strategies?
While video can be a great strategy for many verticals, we tend to see a lot of aggressive cross-channel strategies with consumer packaged goods (CPG), retail, and automotive.
Using CPG as an example, a consumer’s decision to buy soup or toothpaste is going to happen frequently and very quickly, which gives the brand a lot of great measurement and thus the ability to most frequently optimize their campaign strategies.
4. How does your partnership with LiveRamp expand your current offerings?
First and foremost, this partnership allows us to bring in any data set that is desired, either via an advertiser who utilizes LiveRamp to onboard data or another LiveRamp data partner.
There are also certain advertisers who onboard their first-party data, such as CRM files, and LiveRamp delivers that data back to them.
We also have a device-graphing solution with LiveRamp that allows us to map our keys to certain mobile device IDs. This allows us to take any data set that we have, regardless of whether it’s coming from LiveRamp or not, and apply them across PC and mobile devices for targeting and measurement.
5. How does the data actually flow in a cross-channel strategy?
Our technology monitors and indexes video consumption across channels from different publishers, TV, and certain mobile applications. The TV and digital audiences that can be made available by Videology are really supported by the likes of LiveRamp where a data asset is being on-boarded and sent back to Videology.
For example, one scenario would be where LiveRamp onboards data about purchase behavior from Kantar, such as an audience that is defined as a heavy, medium, or light shopper for your brand. Since Kantar is a LiveRamp partner as well as a Videology partner, LiveRamp is able to easily deliver this audience data back to Videology.
This enables us to bring all of this information together with our audience data allowing us to produce media plans that are executed across TV, PC, and mobile, and which reach that specific desired audience.
Take the next steps:
Learn more about methods for engaging the same consumers across channels and devices from Videology and cross-channel advertising campaigns.
Download LiveRamp’s onboarding for cross-channel marketing 1-pager today.