Last week, Part 1 of my interview with TVSquared’s VP of Enterprise Accounts, Hanna Gryncwajg, focused on demystifying advanced TV. It also established why it’s so important for advertisers to identify, understand and authentically connect with their audiences.
In the second part of my interview, we delve into advanced TV even further by exploring best practices for brands that are experimenting with OTT for the first time, the truth about data metrics and other current trends:
- Start Slow, Test & Learn
Hanna urged advertisers to start small. They should ease into OTT, while not abandoning their linear campaigns. She said, “Take a portion of your linear TV budget and designate it to OTT.”
Once an advertiser has done this, it should compare and contrast one of its traditional, linear-only campaigns with a newer one that includes OTT. When starting out on OTT, advertisers need to make every effort to ensure they’re dealing with quality data – use those data-backed findings to optimize future campaigns for even better results.
She also reaffirmed the importance of having a modern, continually updated website that is appealing to consumers, even if it’s only intended for research purposes. TV drives website visits, so having a navigable one helps maintain a customer’s interest (after a TV spot initially captured it) in the brand.
- Don’t Wait on Data Metrics
Hanna addressed the elephant in the room: the fact that OTT is typically perceived as far more complex than linear. While Nielsen has long been the accepted standard for linear, OTT is not yet similarly united through a “common language.” This has contributed to why some advertisers still prioritize linear – where it’s “safe” and familiar – instead of experimenting with OTT.
While consistent metrics are important, advertisers shouldn’t wait for them. To do so would mean missing out on the full range of what advertising on TV can do for a brand, since metrics (such as the ratings used for linear) ultimately have nothing to do with performance anyway.
As previously mentioned, the very term “TV” now encompasses several platforms, including and beyond traditional linear – and measuring performance across all of these platforms is crucial.
As Hanna noted, “TVSquared has a really terrific way to make TV consistent on the attribution side across all platforms, in terms of telling people what is working and what is not.”
- Innovation and Performance
For Hanna, nothing is more exciting than the topic of innovation. Within the past few years alone, TV has taken some massive strides forward – especially in terms of data and technology. When you consider how many years the TV industry has been limited by traditional ratings metrics, it’s promising to see it finally embrace performance (since TV can now be measured and optimized just like digital).
As Hanna explained, “From an innovation basis, the idea of reaching an audience as opposed to a demographic, and then be able to prove it out, is single-handedly the tactic that brands can use to really escalate their ROI.”
She noted the importance of industry innovators (including tech vendors and those on the sell side) taking the lead on making sure brands become more educated on how TV has evolved into a critical medium for garnering audience response and engagement.
Hanna concluded, “The innovation of technology that can take data and make it work hard for you is nothing short of awesome. We just need to take the fear away from brands so they will try more of it.”