In April, LiveRamp participated in Adweek’s Convergent TV Summit East, where television, media, and technology leaders gathered to discuss the unprecedented changes in the advertising ecosystem—and to provide strategies for how to succeed.
Jay Prasad, Chief Strategy Officer, TV, LiveRamp; joined Laura Nelson, Senior Vice President, Ad Products and Enablement, Disney Advertising; and Ben Hovaness, SVP, Marketplace Intelligence at Omnicom Media Group during a main stage session titled Inventing Upfronts: True Fluidity You Can’t Fake. Experimentation was top of mind for the panelists going into the Upfronts and throughout the remainder of the year. In a time with more viewer fragmentation than ever before, the time to test alternative planning, activation, and measurement tools is now.
Jay shared, “Testing and learning with the solutions that are coming to market are here now. Nothing is going to be perfect, so the bar has to be set towards what we are going to do for the next three years based on what we learned this year.”
The panelists also agreed that the investments in our technology stack and first-party data will pay off in the long run, and the end goal for everybody is building those direct relationships with consumers.
Laura shared, “If the ability to get the ad to the right person at the right time is done in the right way, I think there’s huge value for everybody.”
Thriving in measurement chaos
The current fragmented TV landscape makes it clear that we’re never going back to the TV advertising practices of yesteryear. So how do advertisers get their messages to the right people at the right time?
During the summit, Jay Prasad was joined by fellow LiveRamper John-Michael de Valle, Head of TV Specialist Team, for an interactive workshop, Thriving in Measurement Chaos: Executing Cross-Screen, where they outlined a few solutions LiveRamp offers to answer this cross-screen conundrum. In the workshop, Jay and John-Michel presented key examples of understanding and working with ad exposure data for TV, OTT, and digital sources, what to consider when evaluating a measurement partner, and the importance of data collaboration.
Above all, they emphasized that when it comes to measurement, identity is a critical component. Jay Prasad stated, “identity is the glue that holds the core pillars of our LiveRamp TV solution together. If you want to collaborate, activate, and quantify, it’s all based on scalable, interoperable identity.”
Watch LiveRamp’s entire main stage session and workshop during Adweek’s Convergent TV Summit East for more information on measurement vs. currencies, case studies of successful Data Plus Math use cases, and ultimately, how to build a winning strategy for a cross-screen future.
To learn more about how LiveRamp can help you, email [email protected].