Television

LiveRamp TV is On: Transform TV through People-Based Collaboration, Activation, and Quantification

October 12, 2021  |   Jay Prasad

When I first started in the TV industry, our biggest challenge was distribution of premium content to digital and mobile screens. There was a lot of short-form content being created, but no simple path to ensuring viewability in all the right places. 

Then came streaming, addressability, ACR data, attribution, the need for modern currencies … the list goes on. These seismic shifts have challenged many players in the industry who have struggled to come to the table with workable, win-win solutions for reaching audiences, measuring results, and safely and securely collaborating with data to preserve both privacy and utility. 

On the flip side, what hasn’t changed are viewers’ appetites for what’s new and next. It’s been amazing to see global audiences embrace content that was once solely broadcasted in and enjoyed by TV viewers in South Korea or Denmark. As the TV industry has pushed beyond boundaries and borders, so have once-niche communities of viewers who now find kinship and understanding around the world. There’s no going back to the way things were, and that’s why we’re so excited about the launch of LiveRamp TV’s enhanced platform.

LiveRamp TV jump-starts a new era of collaboration, accountability, and genuine connection among programmers, distributors, platforms, and advertisers. You don’t have to be a TV veteran to know why this is exciting. If you’ve ever wished for better campaign planning, measurement, and collaboration, you know what a game changer LiveRamp TV is for bringing much-needed order to a widely fragmented ecosystem. 

We’re thankful to our partners and customers who have been with us on the journey to launching LiveRamp TV. Over the next several weeks, we’ll publish interviews with leaders in TV so they can share what excites them and what they see as the future of this ever-changing medium. Our first interview is with Brian Lin, Senior Vice President of Product Development, Univision:

1. What has been Univision’s greatest challenge while adapting to the shift in consumer consumption of TV?

As consumption of media continues to evolve, one of the biggest challenges the advertising industry faces is how audiences can be synthesized, aggregated, and measured across all content platforms. 

2. What is Univision doing to respond to this shift? What are some challenges or opportunities ahead?

We are accelerating our investment within ad innovation across multiple fronts. Our thesis and strategy reflects changes happening within our industry, from increased privacy regulations to technology advancements.

Aggregation – As fragmentation continues, our content is being distributed and consumed across more platforms. We need to be able to aggregate these impressions across all endpoints with uniform data.

Precision – Precision provides the ability to put the exact ad on a specific piece of glass in front of the right consumer at the right time. To that end, we will pursue addressability and dynamic ad insertion across all endpoints.  

Outcomes – We are interested in how we transact on client outcomes attributable to our media campaigns, including but not limited to foot traffic, search activity, web visitation, and purchases. The goal is to get closer to using what our clients care about most as the actual currency metric.

Data interoperability – Clients will want to use different data sets for currency and/or optimization and combine first- and third-party data. We will need a set of systems and tools that can safely and securely access multiple data sets.  

3. How are you using LiveRamp TV to address some of these challenges?

Partnering with LiveRamp is Univision’s latest step forward in transforming our adtech capabilities and delivering sophisticated targeted solutions for marketers to reach the diverse Hispanic audience. The partnership will help us aggregate audiences across our leading platforms and drive cross-platform optimization for clients to effectively connect with our audiences with the right message across our content footprint.

4. What makes Univision’s viewer base unique and differentiated for advertisers?

Univision is the leading Spanish-language media and content company in the U.S. The trust, combined with the breadth and depth of engagement we have with the Hispanic audience, is what differentiates us in the market for advertisers. Univision is home to U.S. Hispanics, and we deliver over 100 million engagements organically across multiple platforms, including linear, digital, streaming video, and audio. 

5. What’s your favorite thing you’ve seen recently on TV?

Fresh in my mind is the 2021 Concacaf Gold Cup, where Miles Robinson, U.S. center, back-kicked the title-winning score.

To learn more about how LiveRamp is transforming the TV advertising ecosystem, read our press release or join us at Advertising Week New York for our session titled “Enhancing Customer Experience with Cross-Screen Measurement & Data Collaboration” on Thursday, October 21, 2021, from 10:30 – 11:00 am ET.