Not quite a decade ago, Experian was an integral player in the first test of addressable television advertising. Now, brand marketers are asking the information services provider to take them "beyond addressable TV" to coordinated, cross-channel targeting and advertising campaign measurement.
How to achieve success along the way will be one of many topics of discussion when Experian Marketing Services and DISH Media Sales host marketing and media professionals at the next Beet.TV leadership summit, scheduled for July 26 in Manhattan. Titled Finding New Paths in Cross-Channel Addressability, the event will address key learnings to date and what the future portends for brands as addressable leaps into its next evolutionary phase.
In an interview with Beet.TV, Brienna Pinnow, Director of Product Marketing for Experian Marketing Services, says the company's national database has information pertaining to "just about everybody in the country." That information, ranging from basic gender to purchase intent, has fueled untold addressable TV ad campaigns.
"Now we're seeing advertisers taking it beyond addressable TV and saying, 'Hey I want to go addressable across channels. I want coordinated cross-channel,'" Pinnow says. "Addressable TV plus mobile. I want to see if that one plus one actually does equal three."
One of the biggest trends she sees this year in the addressable space is the continuing emergence of "so many different new, cool emerging types of datasets."
A common misconception is that, being a third-party data provider, Experian shuns marketer data from other sources.
"We're all about being that neutral, third-party in the middle that helps advertisers activate whatever data they want, even if it is another third-party data provider," Pinnow says. "We're all about making that happen and finding those people across channels wherever they are."
The Beet.TV leadership summit will feature the following speakers and moderators:
Mike Bologna, President, Modi Media (GroupM) Amy DeHaen, VP of Advanced TV, Cadreon (IPG)
Adam Gaynor, VP, Media Sales & Analytics, DISH Media Sales
Kevin Heindl, Director of Partner and Advertiser Solutions, Experian Marketing Services
Prasad Joglekar, General Manager, Viewer Measurement, DISH Media Sales
Chris Harter, SVP, TV Partnerships, Cardlytics
Joanna O'Connell, Chief Marketing Officer, MediaMath (Moderator)
Tracy Scheppach, EVP, Publicis Media Exchange
Matt Spiegel, SVP, MediaLink (Moderator)
Jay Stocki, VP of Product Management, Experian Marketing Services
Andre Swanston, CEO Tru Optik
You can find this post on Beet.TV.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.