NATPE Analytics & Addressability Conference

NATPE Analytics and Addressability opening remarks.

Consumers’ viewing behavior has changed—along with everything else this year. Comcast Advertising’s Claudio Marcus and CIMM’s Jane Clarke discuss why viewers are leaning in to TV, in all its forms, more than ever before, and how advertisers are using data to reach them wherever and whenever they’re viewing. While 2020 saw an acceleration in advanced TV advertising trends, what will be the lasting impact of pandemic-caused changes on both viewers’ TV habits and advertisers’ approaches to TV advertising – and most importantly, why does it matter?

Our panel discusses ways to make addressability successful through improved interactivity, personalization, enhanced options for measurement, and solutions to unanticipated tech issues with ACR.

Is it true? There is more data than researchers, media buyers and marketers can use in their addressable media plans? Or do we need to find ways to better utilize and apply this mounting mass of data? This panel discusses the current challenges of data overload and offers options for leveraging all this information by utilizing addressable platforms.

Researchers are saying that the pandemic shutdown shifted the processes for gathering and evaluating data as well as drove home the need for standardization of measures for the entire industry, worldwide. What other changes can we see in advertising including programmatic and ad frequency? Our gust discusses the new 20 20 view of data analytics and its practical application to targeted, addressable programming, and programmatic advertising.

Kids are watching more hours of online video since the COVID shutdown, increasing their value to marketers and brands. PBS Kids joins Kids Insights to present a case study that reflects the most recent viewer data about kid’s, their attitudes, behaviors and viewing choices, and how kids are influencing purchase of licensed merchandise, products and more.

Closing remarks.