UM’s Stimmel Assesses Advanced Audience Targeting And ‘The Hulu’ Of Data
Every television advertiser is trying to identify what their specific audience means outside of broad age and sex demographic targets. While the latter represent a “fairly blunt instrument that we use as a currency,” more media owners are executing in ways that line up better with how buyers want to execute their plans.
An audience target for a client “that is actually going to move their business is a very different animal anyway,” says Jon Stimmel, EVP, Chief Investment Officer, UM.
Progress on the targeting front has been slowed in part by inventory constraints, Stimmel explains in this interview with Beet.TV, in which he refers to the OpenAP consortium of Fox, Turner and Viacom as “the Hulu of data.”
“It’s been a really small portion against each one of those media owners that have undertaken this endeavor and I don’t see that changing in the near future,” Stimmel says of advanced audience targeting. “But I do see more and more of them being able to execute in a way that matches up with how we build our plans.”