In TV, you do not need segment reach as TV already gives you reach.
As an industry, we have spent much time validating viewing data from set-top-boxes and smart TVs, but we now need to take a much closer look at the audience segments that we are matching to these viewing data sets.
To be effective on TV, segments need to have the most distinctive characteristics to bring out the most strongly differentiated programming in the indexing model.
If your customer outreach strategy involves use of any such technologies, you will need more and more content to satisfy the need of content on these platforms.
Having relevant content on your destinations will provide a new competitive advantage to marketers in terms of SEO. Almost all search engines give high ranking to content heavy pages, after all they are all content aggregators at the end of the day.
Content will be the new currency for marketers going forward if they have to survive in this huge marketplace.
Kristina: We’re seeing a switch in the way marketers buy campaigns – from media buying to audience buying.
Machine learning is another technology that makes this useful because if you have a small audience list but want to reach a lot of people, it would be infeasible to figure out who resembles your small audience without modeling and machine learning that continues to figure out more people in the total audience pool that resemble the starting seed group.
No one media platform will have all of your audience or all of your audience’s attention so you need to figure out how to keep track of who you are reaching and what they’re responding to.