This article was originally published by MediaPost.
“The good news is there’s technology and data finally coming to market to put the pieces back together,” Jonathan Steuer, chief research officer, Omnicom Media Group (OMG) told Monday’s audience at MediaPost’s TV & Video Insider Summit in Scottsdale, Ariz.
“TV is slowly moving beyond broad demography, evoking how we both target and measure video delivery.”
“The term ‘impression’ came from the early days of digital media. It was a computer, mobile phone, tablet — but now 70% of OTT is delivering to TV sets, and co-viewing is a problem.
“Forty-seven percent of people in our survey watch no Nielsen-measured TV whatsoever. Not that they asked. The takeaway is that there are people abandoning linear TV but no method of chasing the half that are.
“Think about how the same people are watching, not whether they’re gone.
“Have a single set of plumbing in your agency to see people across all different phases of media planning and execution.
“Two years ago I led an assessment of advanced TV space. Is there a space that could be adopted as part of our plumbing? Network group offerings were looked at, and none was the right solution. Advanced TV platforms? At different levels of technology. The challenge was, all of them were focused on delivering to the marketplace as networks.”
When Jonathan showed a slide titled “OMG selected VideoAmp as our development partner to implement Omni Advanced TV,” a lot of people in the audience raised their mobile phones to shoot it.
He created mirth among his audience by declaring a few times, “See me after class.” He cuts quite the figure as a teacher.
“We’re focused on putting in place a cross-screen measurement combined with household data on the linear side,” said Jonathan.
“Allocate their upfront inventory using the more advance targeting data and put together plans that have a better focus on being in the right place with the right message at the right time.”
About methodology: “I’ve tried for 15 years to make an industry-wide solution. Took this job [at Omnicom] and was both happy about the opportunity it created and understood why I had never been able to sell those other solutions because people didn’t understand what I was talking about. I figured at about month seven that everyone was just nodding their heads. I adopted the approach of educating clients to get them to understand that the world has changed, and demand an industry-wide solution for it.”
