Advanced Ad 2017: Ad Industry Gets Behavioral

Ad buyers, sellers migrate toward relational, behavioral data, less toward reach

New York – Advertisers are taking a line from online powerhouses Amazon and Netflix, focusing more on behavioral and relational data and moving away from traditional demographics, according to a panel discussion at today's Advanced Advertising spring event.

“We are moving to a point in which demographics are an output rather than an input,” said 4C Insights CEO Lance Neuhauser at the “Affiinities: A Deep Dive into Targeting Data” panel moderated by Multichannel News and Broadcasting & Cable editorial director Mark Robichaux. “Amazon and Netflix have some of the most advanced data infrastructures we’ve ever seen. Rarely will Amazon make recommendations against reach frequency.”

Acxiom EVP communications, TV & media Eric Schmitt said this type of marketing is nothing new in the industry overall.

“This is not new to the CMO, they’ve been doing one-to-one marketing on things other than demographics for a long time,” Schmitt said. “There is a burden on TV now to adapt and adapt quickly.”

Read more stories from the Advanced Advertising event.

But that shift will also require a new way to measure it. And the panelists added that could take several forms.

“I worry that the industry is waiting for one silver bullet,” said 84.51° head of strategic partnerships Lung Huang.

Neuhauser said the industry also has to realize that as technology and viewing habits have changed, control is no longer in the hands of the marketer.

“Brands have to draw consumers to them,” he said.

The event continues this afternoon.