Issue 44.36 - November 2, 2022

Audience-Based Buying at TVOT SF 2022

ITVT is pleased to showcase the following panel, which was one of the highlights of TVOT SF 2022. The panel was a Hot Topic session, sponsored by Centriply:

Let’s Talk Audiences—Or Rather, Audience-First Thinking: Why Audience-Based Buying Is Putting Wind in Linear TV’s Sails

Using the same ID-level audience segments for linear TV as other media channels (digital, CTV/OTT, etc.) isn’t a future promise, it’s how TV ad campaigns work today. From the buy side, being able to take an audience segment and connect it to a location and the TV media attached to it boosts a brand’s capacity to tap into linear’s expansive scale and reach, bringing even more value to media strategies and plans.

On the media-owner side, inventory becomes more valuable (without changing it) to more clients when you can use the same audience segments they’re using for other channels, making it easy for clients to say “yes” to you. And on the back end of a campaign, just like digital, this capacity unlocks household-level outcome reporting and attribution to ad spend, enabling reliable analysis of budget spent on TV.

This panel, moderated by TV veteran, Rick Howe (aka The iTV Doctor), discusses why advertisers, armed with loads of audience data, are upbeat on TV’s capabilities to reach desired audiences beyond traditional demos—and linear in particular—once again. Panelists include:

A *big thanks* to all the sponsors, moderators, speakers, attendees and staff who made TVOT SF 2022 such a success!

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Televisionation Archive! https://itvt.com/televisionation
TVOT SF 2022 Video Archive! https://itvt.com/tvot-videos