MarketShare’s analytics also considers external factors that might influence consumer buying, including economic insights like oil prices and competitive pricing intelligence.
Turner Incite is also intended to influence ad spend in the scatter market, ad slots not reserved during the upfronts, typically sold closer to a program’s air date.
“We can now model [results from the upfront] and say, ‘What are the best KPIs and business outcomes you can modify to in order to better spend your $2 million-$3 million dollars in the first quarter?” Speciale said.
Given the amount of ad budget devoted to TV – a 30-second Super Bowl TV spot this year cost $4.5 million – Speciale said clients want proof it works.
This demand changes how networks negotiate with clients. NBCUniversal, for instance, now surfaces both set-top box and third-party data to narrow down an advertiser’s commitments and enable tighter audience targeting.
Despite having attribution tools, publishers sometimes overstate the advertorial value of their content, noted MarketShare’s CEO Wes Nichols. In some instances, MarketShare’s models have shown advertisers were in fact overspending on a specific media property.
Typically media companies see this as an opportunity to improve their own offering, but there are exceptions.
“There are plenty of media companies who [would prefer to] bury the numbers and we’ve walked away from those deals,” Nichols said. “In an era of transparency, you can’t bullshit your way to better business performance. We intentionally [refrain from a] business model where we take a stake in media placements or anything that would seemingly impact our objectivity."