The Evolution of Data Utilization in the Media Industry
In the world of media, data has become the precious resource that drives business decisions. With the decline of third-party cookies, companies are seeking new ways to gather and utilize data to understand consumer behavior and optimize marketing strategies.
Expanding Data Capabilities
Stagwell recently introduced Unlock Surveys, a new consumer research tool under its Stagwell Marketing Cloud division. Similarly, Disqo has partnered with Vizio’s Inscape technology unit to enhance omnichannel behavioral research capabilities. By leveraging Inscape’s ACR TV viewing data, Disqo aims to provide advertisers and media agencies with valuable insights into the effectiveness of their campaigns across various channels.
Measuring Impact Across Channels
Through the partnership with Inscape, Disqo can bridge the gap between traditional brand metrics and performance outcomes. By analyzing brand lift, awareness, favorability, and purchase intent alongside data on search behavior, site visits, and shopping activity, advertisers can gain a comprehensive understanding of their advertising impact. This holistic approach allows marketers to track a customer’s journey across different media channels and measure the overall effectiveness of their campaigns.
Empowering Marketers with Data Insights
Disqo’s CEO, Armen Adjemian, highlights the significance of integrating TV data into the broader consumer data landscape. By understanding how individuals interact with various advertising channels, marketers can tailor their strategies to drive desired outcomes. This data-driven approach enables marketers to optimize their advertising efforts and enhance customer engagement.
Driving Transformation in the TV Ecosystem
Vizio’s vp of data licensing and strategy, Ken Norcross, emphasizes the role of Inscape in empowering clients to measure audience engagement across different distribution platforms. With access to ACR data from millions of Vizio TV sets, Inscape provides valuable insights that inform strategic decision-making across various business verticals. Despite Walmart’s proposed acquisition of Vizio, the partnership between Disqo and Inscape remains unaffected, signaling business as usual for both companies.
Adapting to Changing Industry Trends
As the media landscape evolves, companies like Stagwell are investing in innovative software and data solutions to stay ahead of the curve. By embracing consumer research panels and leveraging first-party data, agencies are adapting to the changing data landscape and positioning themselves for future success in the media industry.