Math is scary to TV execs, who may be tempted to avoid automation. After all, they have much in common with the "Mad Men" of the 1960s, Hasan Rahim, SVP and head of sales at AudienceXpress, said in his presentation at the iMedia Breakthrough Summit in Austin, Texas. But without automation, there's no moving forward.
Rahim defined programmatic in the TV space as "the automation of processes and application of data to enhance results and inform future decisions." The common goal of programmatic is for everyone to win. It's about transparency, and doing things as fast as you can, so you can do even more.
As the only programmatic TV offering with the ability to fully automate the end-to-end execution of media in 80+ million homes, AudienceXpress offers a unique solution for advertisers looking to get the best results possible, in the most effective and transparent way.
With their aggregation platform, said Rahim, many viewer factors are taken into account, including credit card spend, viewing habits, household demographics, etc. The system builds a campaign automatically, using information of Nielsen and all available TV providers. The information you're looking for can be calculated in minutes, and numbers are available the day after viewing. You can even share and view commercials on the platform itself.
Their inventory comes from servers called "Gateways," which have been deployed at scale across MVPDS for 15 years. This means that there is no network bias in the numbers and no stakeholders, so you can learn where you need to make the shift. "The static nature of TV is what's slowing us down right now. This method makes things more fluid.
According to Rahim, this platform is designed for efficiency, with full back-end automation that provides "touchless" execution of national buys, and a front-end UI that gives you control of the process. And again, transparency is key in this space, as you determine the process from plan building, application of data, and in-campaign optimization.
Driving insights is the objective of the platform. Impressions delivered next-day help the user to attribute results and inform decisions immediately, while DMA-level, post-campaign impression delivery fills in the whole picture. Using third-party data sources (as well as your client's first-party data), the platform helps target your specific audience.
The whole point of automation and application of data is to get better results. While this is new to TV, it has been happening in other arenas for a long time. With transparent collaboration using cost and company data, everything is as open, simple, and clean as possible.