TVSquared is the global leader in cross-platform TV ad measurement.
As CMO of TVSquared, Jamie oversees all areas of the company’s marketing – from brand and company positioning, to content, PR, product marketing and demand generation. She has a strong track record of bringing disruptive technology to market, leading strategic initiatives for high-growth companies focused on building technology solutions for the media industry.
Prior to TVSquared, Jamie spent seven years leading marketing strategy for Magnetic (acquired by Deloitte and AcuityAds). She also held senior marketing positions at Turn (acquired by Amobee) and MediaMind (acquired by Sizmek). Earlier in her career, Jamie led public relations for B2B and B2C companies across media/adtech, clean technology, education and nonprofits. Throughout her career, Jamie has remained closely connected to the evolution of digital and TV advertising, from working with one of the adtech industry’s first real-time buying (RTB) platforms, to being at the center of data-driven advertising in the new video ecosystem.
In addition to her passion for marketing, Jamie enjoys golf and being a mom to her two children.
TVSquared – Measure TV How People Watch It
Hi, I’m Jamie Lemle, CMO of TVSquared, and we’re really excited to join the ClickZ Tech Talk series. TVSquared is the global leader in TV ad measurement and attribution. We really focus on helping all side of the ecosystem – from advertisers, agencies to publishers, MVPDs and DSPs – to measure the effectives of TV for linear, addressable and CTV advertising.
The New Era of TV – Cross-Platform, Cross-Channel, Cross-Screen
The TV industry has seen more change in the last couple years than over the last decade. There’s been a ton of influx in publisher platforms; TV viewing consumption has really shifted from that traditional subscription and live TV model to more on-demand and CTV-enabled content; and TV viewing is really happening everywhere from the big screen in your living room to your mobile devices.
You can’t solve today’s challenges with old technology – and that’s where TVSquared comes in.
Introducing ADvantage XP – From Linear to OTT & Addressable Measure It All
We’re excited to launch ADvantage XP, the new premier tier of our classic ADvantage platform. XP is dedicated to advanced TV advertising, and it’s giving advertisers a single solution where they can measure cross-platform, cross-channel TV ad campaigns delivered across any screens. XP is focused on three core areas:
1) Measurement, which is reach and frequency, reach extension, so that impression delivery.
2) Outcomes, which is core to TVSquared, so looking at sales, web lift, in-store purchases, any KPI; and looking at how TV is driving direct sales and growth for your brand.
3) Audience, looking at those detailed audience analytics that can be used to inform activation. Did you reach the right audience? Are they actually converting? What is the optimal reach and frequency across specific audiences? It’s giving additional audience insights into TV advertising that you may not have before.
This is complete one-to-one deterministic cross-platform TV ad measurement; fully-impression-based advertising. This is where you want to be bringing complete linear and CTV together, looking at a holistic view of your TV campaigns that is all tied back to impressions.
TVSquared has spent a lot of time building a scalable platform; we’re live in over 75 countries; we just completed our millionth TV campaign. This is something that we have spent a long time building and innovating over the last few years. With the rise of the impression, we wanted to deliver something new to the industry that is completely focused on impression-based measurement. This comes back to brand lift, it’s all about conversion metrics and offline purchases and being able to tie all outcomes back to TV advertising.
At the end of the day, you need one consistent view across all the platforms (and when I say “platforms,” I mean all of the different publishers and inventory that you’re running your TV ads on). When you look at how the industry has expanded today, there’s so much content available that if you’re an advertiser getting individual reports across all your different publishers, one isn’t scalable and two isn’t consistent. This is about bringing in that single source of truth that can hold everybody accountable and bring that full ecosystem together and give that transparent view back to the advertiser.
Inside ADvantage XP – The Power of Impressions
This is about shifting from ratings and spots to thinking about TV differently and holding everything accountable back to that impression. This allows you to measure at the household-level, and identify and act on reach and frequency metrics. In the shaded, purple area, you’ll see where you can find that saturation point, where you’re starting to waste those impressions. So where you’re seeing those points of diminishing returns; where you might be hitting those consumers and no longer need to serve them ads to actually drive outcomes. This is about helping to manage where you’re over delivering and where can you find that “sweet spot” of your optimal reach and frequency. Understanding the impact of frequency on outcomes, and where your optimal frequency needs to be to reach those KPIs, are the types of analytics this platform is delivering.
Inside ADvantage XP – Understand Your Unique Reach
We’re seeing a ton of interest right now around reach extension. This is coming in a couple flavors. A lot of advertisers that are traditional linear buyers are looking at, “OK, if I’m going to add CTV to my campaign, how much more incremental reach am I going to get?” That’s about looking at reach extension by adding an additional channel; by turning on CTV. This goes back to my earlier point that if you’re not thinking about TV differently, you’re going to be missing a significant amount of your audience. This is about quantifying that, and actually backing that up with the data. When you add OTT to a linear campaign, what incremental audience are you able to reach? Within XP, that is a key area that a lot of advertisers are really leaning into, and it’s helping them balance out where do they need to be spending their dollars across a linear and CTV buy.
What’s interesting with CTV is that you can get a layer deeper. We [TVSquared} have more than 50 publishers tagged; meaning that regardless of where you’re watching TV (and what kind of smart TV that’s on), we’re not tied to any panel dataset – we’re seeing it all. We’re tagged at the ad-server level, which is giving TVSquared a very unique position in the market. We have the scale that you need to understand if you’re reaching audiences and where you can find new audiences to drive that optimal response. This comes back to understanding that reach and frequency across the different publisher platforms within your entire CTV buy.
We’ve seen a lot of examples where advertisers start small, start with that one publisher and then add over time. They can literally see the incremental reach that they’re getting by adding the additional publishers. Once they have that “sweet spot,” they can even look across those publishers that they are running on and understand where they might want to pull back because they’re over delivering. This is about understanding that overlap; that unique reach you’re getting by adding each partner and channel and strategically reaching your audiences in a new way.
Inside ADvantage XP – From Basic Insights to Precise Outcomes to Audience Analytics
At the end of the day, advertisers want to reach audiences, and TV is, no doubt, been an amazing channel to do that. But a lot of that has always been focused on broad reach, max awareness. What you’re finding is now, with the availability of analytics, with the availability of data, with the availability of new types of advertising (enabled by CTV and being delivered on-demand), you’re seeing a really big shift into how can we bring more audience-focused analytics and nimbleness into the TV ecosystem. One of the things that we’re focused on doing is delivering on insights on audiences and outcomes – tying TV directly to business results, but also looking at what audiences are converting.
This is about understanding did TV drive a response, capturing that response (whether that’s immediate or over the longer term), tying that back to actual sales and using that to then inform, optimize and reallocate those impressions across the media partners that are driving the best results. You’re able to get into the platform and look, at a macro level, is your TV actually working, who is it reaching and what kind of response am I getting. Then, you can drill down into the different media partners you’re running on, look at performance by day of week, performance by creative (we have a lot of advertisers that are using us to test different creatives – are they working and then how do they decide on which creatives to use and implement that across their future TV campaigns).
XP is about looking deeply at granular analytics, understanding what’s driving those results and enabling you to achieve those KPIs and then using that to either optimize (in some ways even in real time via programmatic buys) or to inform future strategy and future planning.
Advanced TV Use Cases
Now that we’ve covered the platform, in terms of looking at measurement, outcomes and audience, I think it would be interesting to share use cases about how advertisers are actually using advanced TV, and leveraging ADvantage XP for their campaigns.
The Power of Programmatic – Advertiser Launches On-Demand Service to Look-Alike Audiences Across CTV
We talked a lot about CTV, and there’s lots of different ways that advertisers can do buys across CTV content. One way we’re seeing a lot of advertisers lean into this area of TV is through DSPs and looking at that programmatic TV buying.
This first example is around an entertainment advertiser, and what they were focused on was how were they going to launch a new subscription service for their brand. They turned to CTV to really leverage TVSquared’s platform to understand the impact of their look-alike audiences. They had look-alike audiences from across different programs that their network had, and they leveraged programmatic TV to find those audiences, and understand which ones were actually driving subscriptions for their business. They used that information to make additional decisions to optimize and drive better ROI.
Extending Reach with OTT – DTC Adds OTT to Linear Campaign
This example is back to what we spoke about earlier. We’ve seen a ton of interest around “how can I leverage different channels to drive more reach?” This is about driving reach through adding OTT to a linear campaign.
This was a more traditional TV advertiser – a DTC electronics brand – and they started testing OTT last year. Obviously, at the beginning of last year things were crazy in the world, so they scaled back and ended up deciding to relaunch the second half of last year as the world started to find its “new normal.” Over that six-month period, they really saw a lot of value in OTT and how that enabled them to reach more audiences. This is that classic example that I spoke to, where you’re really starting small, you’re starting with one publisher and then you’re layering in additional publishers over time to see how that increases your audience.
Where Impressions Meet Linear – Insurance Brand Dives into Data-Driven Linear
This is a great example of where you see a traditional linear advertiser shift their strategy to impression-based. The reason for doing that is really around the precision and granularity of the data that they get by moving to the impression and being able to understand how your TV advertising is performing at the household level.
This was a DTC insurance advertiser; they had been on traditional TV for a very long time and they wanted to see what additional insights they could get to help them better optimize their campaign. Again, it comes back to using the data and the granularity and precision that you’re able to get from the platform to make smart decisions around your TV buying – whether that’s done in real time or informing future schedules and campaigns.
ADvantage XP – In Summary
In summary, Advantage XP is delivering three core things. It’s bringing together the ability for advertisers to measure TV effectiveness across linear, addressable, OTT and any form of CTV advertising. It’s delivering analytics across measurement, outcomes and audiences, and it’s bringing a way for advertisers to bring accountability and transparency back to TV advertising.
TVSquared – Measure TV How People Watch It
We’d be happy to share a more detailed demo with anyone that’s interested. Please visit us at www.tvsquared.com, feel free to contact me directly, I’d be happy to share more with you. Thank you.