This is part of a three-part series of ‘Agency Talks’ in collaboration with Samba TV. In this second interview, we invite Emma Moorhead, Head of Channel Planning at Wavemaker, to discuss what’s driving cross-channel effectiveness.
What is the most significant shift in cross-channel planning and buying in recent years?
A key shift is the increased focus on data-driven decision making. With technological advances and an abundance of data, advertisers can gather insights and target audiences more precisely across multiple channels, including channels that were previously seen as broadcast only.
This result is a more integrated approach to media planning and buying, where advertisers can leverage data to understand consumer behaviour, preferences and purchase patterns. We can be more efficient, more targeted and more measurable.
Do you think there is sufficient reliable and high-quality data to support cross-screen and cross-channel activations? What criteria do you consider essential?
It does vary, so we need to ask questions. I look for data consistency, granularity and transparency.
Data consistency across different platforms is crucial for effective cross-screen planning. The data needs to cover a wide range of video viewing to provide a holistic understanding. It also has to include traditional media channels such as linear TV as well as digital platforms such as CTV, on-demand and social video.
Data granularity is key for making informed decisions based on a true understanding of audience behaviour. Whilst it’s useful to understand what adults as a whole do, understanding the nuances between a 25 year old and a 75 year old unearths huge differences and opportunities. Knowing where an impression has been served is useful, but it’s even more valuable to leverage insights around the duration of ad consumption or how an individual interacted with the ad.
Data transparency is so important. We need to review data sources and methodologies to ensure we trust and have confidence for better decision making.
Which data-driven innovations are enhancing cross-channel effectiveness?
One solution that has gained a lot of traction for us has been the use of automatic content recognition (ACR) data from smart TV sets to gain planning insights and to influence buying decisions. We’ve successfully partnered with Samba TV, leveraging their independent ACR data for various use cases.
For example, we have used first-party ACR data to identify underexposed TV postcode regions so we can deliver efficient incremental campaign reach in those areas across various channels. We have also built audience insights around people’s viewing preferences, as well as building refined audience segments based on the genres and categories of content they enjoy watching. The results are delivering better ad recall for our exposed audiences.
As a whole, I’m happy to see the proliferation of different innovations aimed at delivering smart data-led solutions in the fragmented ecosystem, but there are no silver bullets. The opportunity for planners and buyers lies in working with multiple partners and leveraging different solutions that enable more personalised and effective results for our clients – to me, this is an important approach.
Do you believe viewership fragmentation is a lasting trend, or do you foresee a positive shift towards a more holistic cross-channel experience becoming the norm?
Viewership fragmentation is likely to continue as a lasting trend in the media landscape because innovations in digital platforms, streaming, social and devices are only going to continue.
I love that I can pause halfway through an episode of Real Housewives on my TV set and then pick up exactly where I left off on my mobile. Consumer choice and control is here to stay.
Equally, there’s no doubt advertisers and marketers are prioritising the importance of reaching consumers across multiple touchpoints and creating a seamless brand experience. I think this ‘positive shift’ is becoming much more of a northstar.
