Featured Story Making TV Measurable with Jason Fairchild's tvScientific Imagine a world where TV advertising was as accessible and measurable as paid search – that's the world that Jason Fairchild, co-founder and CEO of tvScientific, is helping to create. This former early executive of GoTo.com/Overture (which was later acquired by Yahoo) is a recognized leader in the ad tech industry, with a track record of innovation and growth at the intersection of media and technology
tvScientific is a Connected TV (CTV) advertising and attribution platform that aims to democratize access to TV advertising and bring digital-like measurement to the table. As the only CTV platform to offer direct media
buying with comprehensive measurement and attribution, it's no surprise that tvScientific is making waves in the industry. "What if we do for TV what we did for paid search back in 1998?" says Fairchild, explaining the founding thesis of tvScientific. "That is, democratize access to TV via a search-like self-serve platform and introduce digital-like measurement to TV, so marketers could
measure the performance of TV ads in the same way as paid search – cost per website visitor, cost per sale, or full ROAS." tvScientific's proprietary attribution platform connects TV ads with business outcomes, such as website visits, sales, app installs, and ROAS, on a 1:1 basis. This is made possible through advanced data science reporting, including incrementality testing and halo
analysis. The platform even measures the "Second Screen Response Rate", which is crucial for understanding the impact of TV advertising on sales and conversions. After all, with 94% of TV viewers having a second screen within arm's reach while watching TV, it's important to track the impact of TV advertising on other devices. But what sets tvScientific apart from other CTV advertising
platforms? Fairchild explains that the inspiration for tvScientific stems from his experience developing the paid search business model. "The opportunity to introduce TV – the most powerful medium in the world – to millions of performance-oriented businesses has massive potential to help businesses grow," says Fairchild. Again, the company's platform is designed with the key principle of
building marketer trust. Fairchild believes that this is essential for success in the CTV advertising space, as traditional last-click attribution models cannot be applied to TV. To achieve this, tvScientific embraces radical transparency and provides marketers with total control over their campaigns. One of the key features of tvScientific's platform is the ability to optimize for ROAS.
This means that marketers can quickly adjust their campaigns to drive better results by identifying what is working and what isn't. The platform uses automation to make these changes, which allows marketers to dial in their desired ROAS within just a few days. Fairchild explains that the technology behind this optimization process is complex, but the idea is simple - to quickly identify what
is driving conversions and adjust the campaign accordingly. By doing this, tvScientific helps performance marketers achieve success with CTV advertising by providing them with the tools they need to effectively reach and engage their target audience.
The chart depicts the relationship between TV ad frequency and conversions for each last click channel in a marketer's reporting. The reporting offered is comprehensive and transparent, with the Halo reporting as an
example. The chart shows that there is a significant impact of TV ad frequency on the last click conversion rates, with the potential to increase these rates by up to three times. This information is valuable for marketers, as it highlights the importance of TV ad frequency in driving conversions and provides insights into how different channels are affected by this factor. The reporting is designed to be easy to understand and interpret, ensuring that marketers can make informed decisions based
on the data presented. With a background that includes serving as co-founder and CRO at OpenX, where he helped build and manage business development and sales, leading to over $700 million in annual revenue, and being a board member for Cognitive Networks, a pioneering CTV data company, Fairchild is no stranger to success. He even holds six patents in the areas of behavioral technology
and search, with several more pending patents in the areas of audience data aggregation, CTV attribution, and social/influencer commerce. He knows what he is doing, which is why we are listening. "The first challenge businesses face in the CTV advertising space is the lack of digital-like outcome measurement," says Fairchild, "The second challenge is the prevalence of false claims made by
some companies in the industry, so marketers must take a 'trust but verify' approach." To address the issue of transparency, Fairchild suggests that businesses should "understand exactly how the CTV partner makes money" and to "mandate 100% transparency into all aspects of the campaign." He also cautions against falling for "one-size fits all attribution windows" and to "make sure your
partner integrates with third-party measurement platforms like Google Analytics." In regard to the growing concerns around fraud in CTV advertising, Fairchild emphasizes that it's important to work with platforms that do not buy open market inventory and apply third-party fraud detection and prevention to 100% of purchased inventory. "At tvScientific, 100% of our buys are 1:1 deals with
every major premium CTV pub and we have unique access to NBCU inventory," says Fairchild. What about the biggest challenges in measuring CTV audiences and proving ROI? Fairchild states that "the biggest challenge is getting over simplistic last-click attribution methodology." tvScientific integrates with Google Analytics to provide transparent and ethical reporting, as Fairchild explains,
"we inject our impression data into GA such that marketers can sort their last click channels by whether or not they have been previously exposed to a tvScientific TV ad within the defined attribution window. We do not overwrite the actual last click channel or assert that tvScientific is the last click entity." In terms of privacy regulations like CCPA and GDPR for CTV measurement,
Fairchild assures compliance stating, "We comply with all state and national data laws. CTV does not use cookies. TV is well positioned to thrive in an opt-in environment because consumers opt into ad-supported content viewing, and advertisers gain 100% opt-in from their clients as well." Jason Fairchild, with his background in the ad tech industry, co-founded tvScientific to revolutionize
the traditional TV advertising industry. tvScientific offers a direct, hands-on solution that combines direct media buying with comprehensive measurement and attribution, making it easy for businesses of all sizes to buy CTV inventory and deliver outcomes that are as measurable as digital ads. The company's proprietary attribution platform connects the dots between TV ad exposure and site visitations and outcomes, and supports this with advanced data science reporting, including incrementality
testing and halo analysis. With its mission to democratize access to TV and make it measurable, tvScientific is set to change the game for CTV advertising. |
NEWS DIGEST FIVE STORES YOU MUST KNOW TODAY
1) GumGum, a contextual-first, global digital advertising platform, today announced a new partnership with Cedara, the carbon intelligence platform. Utilising Cedara’s Enterprise software solution, GumGum will now have access to carbon measurement and reporting tools as well as a
carbon offset marketplace. GumGum will also be able to sync emissions data with brand and agency partners using Cedara’s Investment Hub."Our mission at Cedara is to help businesses pave a more sustainable and carbon-free future," stated David Shaw, Founder and CEO of Cedara. "With GumGum, we're not only going to be providing advanced carbon analytics; we're also using this high-impact data to recommend strategic choices with a sustainable-first mindset across the business." GumGum recognises the
value of collaboration and partnership toward a mutual goal: curbing global warming so that we can ensure a sustainable future. The company's partnership with Cedara will enable it to create an actionable carbon reduction strategy through granular mapping of emissions; employing Cedara's media taxonomy which can then be used to calculate GumGum's impression intensity; share this comprehensive data with brands and agencies so that they can support 2) Google’s response to ChatGPT has finally arrived. The company said it is opening up access to Bard, a chatbot based on its LaMDA machine learning model, to “trusted testers” and will make it available to the public in the coming weeks. The new AI feature will be able to provide more detailed answers to Google searches. Google is playing
catch-up in rolling out new AI-based features after OpenAI’s ChatGPT kicked off a wave of excitement for the technology. In a sign of the escalating AI rivalry between Google and Microsoft, which has invested billions into OpenAI, the announcement came a day before a scheduled press event in which Microsoft was expected to discuss plans to integrate OpenAI’s technology into its products. 3) Vox Media, the digital media company that owns a number of blogs and publications including Vox.com and The Verge, has raised $100 million in new funding from entertainment publisher Penske Media. The investment suggests that Vox Media is now valued at $500 million—a significant discount from its peak valuation of $1 billion back in 2015, but still a respectable amount for the company. Times have been
tough in digital media since then, with tech giants swallowing up an ever-increasingly larger majority of digital ad dollars and other factors contributing to sinking valuations for digital media firms. To try to stay afloat, these companies have sought to expand their businesses into areas such as TV and film production and e-commerce. 4) When you're binge-watching your favorite show, it's easy to get caught up in the excitement of spending hours on end watching episode after episode. But new research suggests that bingeing can have a negative effect on our emotions.In this study, researchers wanted to learn more about the relationship between self-control and the emotions we experience while binge-watching. They surveyed 280 people to learn about their self-control abilities and their
emotions throughout their last experience with binge-watching. The results showed that people with less self control experienced a quick rise in happiness when they started watching the first episode of their binge-watching session. However, as they continued watching for hours, they felt more guilt and sadness. Meanwhile, people with higher self control had a higher level of happiness after binge watching, along with lower levels of tiredness, boredom, guilt and sadness. “These associations are
partly explained by binge-watching interfering less with higher order goals for highly self-controlled participants," the authors write. 5) Three things we can count in the billions: Jeff Bezos’ dollars, the number of trees planted since 2020… and the number of social media users.According to the Digital
2023: Global Overview Report, Facebook and YouTube are the most used social media platforms in the world, with 2.95B and 2.5B users respectively. However… TikTok might as well be flypaper: The report says TikTok beats both when it comes to time spent on the platform. Users average 23.5 hours a month swiping TikTok content.YouTube is a close second with 23.1 hours. Facebook comes in third at 19.7 hours.Surprisingly, Instagram is fifth with 12 hours per month, while Twitter
is seventh with a modest 5.5 hours.And social media just keeps growing: The number of social media users grew to 4.76B in January 2023 compared to 2.7B five years ago! And users are staying on social media longer: two and a half hours per day on average! But eyeballs are pricey: Matt Navarra Tweeted a breakdown of the average cost per mille (CPM) of the most popular platforms in the final quarter 6) The website of OpenAI -- the maker of ChatGPT -- has soared in popularity since the company released its bot at the end of November.The analysis, released Monday by digital-adoption.com, a company that provides a guide to online technology, using data from SimilarWeb, reveals that OpenAI has become one of the most-visited websites, ranking No. 44 globally in the
last month based on traffic. This makes OpenAI currently the number-one website in SimilarWeb’s Computers Electronics and Technology category, overtaking tech giants such as Zoom, AOL, Sharepoint and AT&T. The analysis also shows that ChatGPT drives more than 92% of total website traffic overall. 7)
Google plans to launch a conversational AI service called Bard. The test will let users provide feedback. A public release will follow in the coming weeks. Google two years ago unveiled the next-generation language and conversation capabilities powered by its Language Model for Dialogue Applications, known as LaMDA. Bard combines the world’s knowledge with the power, intelligence and creativity of Google’s large language models by drawing on information from the web to provide quality
responses, Pichai wrote. On Wednesday in Paris, Google will preview Bard at an event titled Search, Maps and Beyond. Google initially plans to release Bard supported by a “lightweight model version of LaMDA,” a smaller model that requires significantly less computing power, he wrote. It will enable Google to scale to more users and allow more feedback. The feedback combined with Google’s internal tests ensure Bard’s responses meet |
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