One of the big benefits of online video advertising is vastly improved audience targeting beyond typical demographics found in traditional TV. TV networks are responding by investing significantly in data and audience segmentation to stay competitive.
What they’re prioritizing, how they’re overcoming key challenges and how these efforts synch with online video and other digital initiatives were all in focus at our recent Video Ad Summit session, “Optimizing Video Ad Targeting Through Data and Insights.”
The panel featured Gabe Bevilacqua (VP, Product Management, Viacom Vantage), Denise Colella (SVP, Advanced Advertising Products & Strategy, NBCU), David Ernst (VP, Audience Measurement & Innovation, Discovery Communications), Mark Gall (Chief Revenue Officer, Alphonso), Vikram Somaya (SVP, Global Data Officer, ESPN) with Mike Chapman (Managing Partner, Accenture Strategy) moderating.
For anyone seeking a better understanding of how TV networks are moving beyond purely demographic-based targeting, the session offers a ton of insights.
Watch the video below (33 minutes, 23 seconds).