With unprecedented shifts disrupting viewing patterns, audience reach and attribution—not to mention the impending cookie-less future for programmatic and display ads—conversations around measurement and data have never been more important across the television, digital and brand realms. Cynopsis’ annual Measurement & Data conference, November 17-18, dove into these topics and more with a virtual event spanning 14 panels and insights from dozens of industry thought leaders.
Starcom's Executive Vice President of Global Data, Technology & Analytics, Kelly Kokonas, joined a panel of thought leaders to discuss the issues surrounding data quality.
According to the panelists, the data is here and largely available. The discussion now revolves around how much to use and how to parse all the reporting.
Incremental lift: “The great thing with data, said Betsy Rella, VP, research & data, at New York Interconnect, is “it’s giving you that window into your campaign, from planning to attribution… Consumers are everywhere, the advertiser needs to be everywhere, and we need to be measuring everywhere.”
TV + digital = lift: When TV and digital video show up together, “Typically we see an increased lift with the two,” Rella said. “TV drives awareness and things like reach, and digital is great for gathering data and being able to look at outcomes. Ideally you want there to be that stair-step effect.” There’s “almost always incremental audience,” said Kelly Kokonas, EVP of global data, technology & analytics at Starcom. “And that total audience is so important to track. Looking at those incremental audiences, we are seeing a couple different analyses, some changes and shifts in where we can pick up unique reach.”
Progress over perfection: “There’s no such thing as perfection; what we need is progression,” said George Musi, EVP of marketing sciences at Publicis OneTeam – Citi. “We have a good understanding of what information exists. The trick is to say, At what point do we stop pulling information? When is the juice worth the squeeze? Sometimes the more information you add, it gives you wrong guidance. There is a point where too much data can throw you.”