Ocean Media virtually attended CES this year and there were several topics that will have an impact our clients’ business.
One of the biggest was the Metaverse and how will Zuckerberg’s avatar future impact agencies and clients. Nobody has a definitive answer as there isn’t much known about the Metaverse at this point. During an eMarketer podcast it was said a way to understand where we are now is to replace the term “metaverse” with “cyberspace” (from way back when). This is where we are in the evolving meaning and application of the Metaverse. And while Virtual Reality (VR) and Augmented Reality (AR) products and platforms were a common theme this year, how they will fit in from an advertising perspective is still unclear. One thing that is clear, is there is going to be even more data (if you can believe it) for marketers to utilize.
Speaking of data, the use of 1st party data through apps and loyalty programs was another popular topic of discussion, especially when looking to build more personalized entertainment and commerce recommendations. 1st party data is extremely valuable in helping build channel allocations, audience targeting, DMA targeting, and more for our clients. Understanding the audience on a granular level will allow ecommerce brands to put their message in front of their target in an endemic way. Using this audience data in conjunction with the expanding capabilities of publishers to monetize within content—allowing viewers to place a sports bet on a game in real time while watching the NFL or buying the shoes a celebrity is wearing on the red carpet—is an opportunity to maximize client campaign performance.
The topic of measurement has been top-of-mind for many years now and while the legacy of Nielsen has taken some hits recently, they did announce their Nielsen One cross-platform measurement will have more visibility into CTV audiences and reach than previously available. Nielsen will have competition from ComScore Everywhere which is due to roll out in 2022. The measurement capabilities of Nielsen, ComScore, etc. will help us understand the impact of CTV on viewership, consumption behavior, and reach. Beyond Nielsen and ComScore, publishers are getting deeper into data with NBCUnified combining data from their touchpoints (streaming, newsletter subs, theme parks, and ecommerce purchases) to create person and Household level IDs. WarnerMedia is also working with ComScore, iSpot, and VideoAmp to measure viewers across channels and tabulate audiences beyond the age gender scope of Nielsen.
And while the focus on both data and measurement at CES is encouraging, it is something Ocean Media has always focused on, developing proven campaigns that leverage data and technology for our clients. Our strong relationships with client partners allow us to take their 1st party, syndicated, and machine learning data to build ROI positive media campaigns. Many advertisers jump into the hot new thing without fully understanding the impact on their business. It takes time and careful attention to understand how new media channels can be optimized appropriately for long term growth, something Ocean Media has years of experience in across multiple media channels.