8 STREAMING MEDIA January/February 2017
behind the screens
Time, Inc. Is All About the Data
product, and it’s entirely data-driven before
you even get to the creative idea generation.
Q: Looking into your crystal ball, what is the future
for video and Time, Inc.?
I think we’re going to see a lot of people go
direct to consumer with bundles. I think there’s
going to be a lot of activity in SVOD, which is
going to be fascinating because a lot of those
companies have never gone direct to consumer before.
I think Facebook is going to continue to grow
their footprint in video aggressively. They are
pretty open about that, and I can imagine Facebook becoming a very forward experience or
creating another experience that is video forward. I would say we are watching that carefully in anticipation of big moves there.
From Time, Inc., you should expect us to be
an aggressive attacker and entrant in the next
few years in video. The level of disruption that
is about to happen to TV and video is so big
and such a big opportunity for folks like us,
you should expect to see more from us as an
attacker in the space.
Nadine Krefetz ( email@example.com) is a digital media
consultant. Her background is in writing, multimedia software
development, and project management. She thinks everything
naturally is better in video, plus there’s something rewarding
about getting engineers to speak in plain English about complex
Comments? Email us at firstname.lastname@example.org, or check
the masthead for other ways to contact us.
Jon Schulz is chief marketing officer at Viant, which was acquired by Time, Inc. in March 2016.
Q: What is the Viant advertising cloud?
Viant has three components. Identity
management platform, our data component.
Our media execution, which is serving and
delivering the ads. Then our data and analytics,
which is the measurement aspect; that’s how
we service our clients and brand marketers.
Q: Cookie versus identity data?
From a data perspective, our advertisers
look to data … to determine how effective that
advertising is. … You’ve serve[d] an ad, did she
take an action, did she go into the store and
purchase? Did she go online and purchase?
We refer to it as closed loop measurement.
The idea of the advertising is to drive some
action, and the ability to measure that when
the user is largely anonymous (based on cookie
measurement) or you don’t know who it is, you’re
kind of guessing and hoping. In a deterministic,
people-based (data-driven) world, there is a lot
more certainty to know outcome, to know cause
Q: Where is all this data coming from?
There are tremendous sources of data. There’s
Rentrak (cable set top box) and TV data, there’s
ACR data coming straight from the TV itself. We
feel like ACR is really strong because of OTT.
The cable box doesn’t capture the stuff coming
over IP. When it comes to data, your job is never
done; there’s always new and better sources out
there. …There’s tons and tons of data; it’s really
how you’re able to harness that data. How you
are able to tie that data back to specific users and
really understand from a targeting perspective in
addressing the right audience, but also outcomes.
What did the consumer ultimately do? Did they
buy your product or service?