SAN JUAN — Across the media business, the emergence of new TV platforms and new legal limits on ad targeting have sent people scrambling toward a single goal – creating people-based profiles that describe individual consumers in their entirety, not just the life they represent on individual devices.
But, whilst adding consumers’ TV, video and over-the-top expressions in to that cross-device identity system may seem like an additional challenge, learning already developed from doing so for smartphones could help.
That is the view of Tim Jenkins, CEO of 4INFO, a platform whose identity system enabled people-based marketing that draws a thread between consumers’ various device behaviors.
“We started solving this problem back in 2011 for the mobile industry where a marketer said, ‘If you can prove an impression received on a mobile device connection would drive somebody into a store and make a purchase, we’re all-in.’ Well, you had to be able to use location as one of the signals to be able to do that.
“That was really our secret sauce in how we pulled all those signals together for mobile and solved the problem.”
4INFO uses what it calls Connected Identity Maps and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.
But the company has also branched out to other platforms, like the new wave of TV devices.
Jenkins says 4INFO supplies Connected Identity Maps to “a number of large players in both the addressable and OTT television space”.
“We’ve run over a hundred measurement campaigns from television to digital,” he says. “And we’ve proven in almost every case the power of television coupled with digital is better than either platform on its own to, on average, about a 17% increase in lift.
“If you wanted to run a campaign on OTT and across digital devices outside of the television set, then you can frequency-cap (the number of ads shown) across all of the devices within that household, regardless of what applications they’re viewing.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page.
The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.