OVERCOMING DATA PROBLEM

Although the ad market has been struggling over the last two years, brands have adjusted their marketing efforts after widespread pullbacks in 2020. The ad market is expected to continue growing in 2022, with global growth of 9.7%. One channel where this increase is striking is TV advertising. Nielsen reports that budget changes over the next 12 months in linear TV will be about 20%.

Despite the notable increase in advertising spending over the past year, marketers are largely pursuing the same objectives, strategies, and tactics as they were a year ago. Regardless of their objectives, marketers are relying on data to help guide their decisions and ensure that the solutions they use are scalable for brands of all sizes. On average, according to Nielsen, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. Therefore, we can see that marketing efforts are extremely important.

From the marketing perspective, technology to engage, measure and optimize has never been more rampant, but marketers should be increasingly focused on holistic views of consumers—not just channel- or platform-specific look-ins.

Globally, marketers are considerably confident in ROI measurement across select channels, but their confidence in full-funnel ROI measurement stands at 54%. The full funnel contains various media elements such as Linear TV, Radio, Email, Search, Social Media, Native advertising, Mobile, Podcasts, etc. Among traditional marketing channels, the most powerful and accessible one is TV. Nevertheless, more than half of marketers are not confident in measuring the effectiveness of TV.

And standard industry solutions typically do not account for both upper- and lower-funnel marketing efforts in the same solution. To address short-term sales and to seed long-term growth, marketers should run effectiveness studies. As a martech solution, Medialyzer provides a solution to big data problems and allows marketers to measure the efficiency of their marketing efforts. TV Attribution enables marketers to measure and analyze the impact of your TV ads through online data such as visits, registrations, website traffic, app installation, and conversions. Processing the big data thanks to AI, TV Attribution allows you to maximize the efficiency of your TV ads and boost the ROI.

The growing proliferation of touchpoints amplifies the demand for marketers to understand consumer behavior. Investing in high-quality, deterministically sourced information will help marketers keep pace even when change appears constant. Only 26 percent of global marketers are fully satisfied with their audience data.

To better understand and optimize their campaigns and engagement, marketers will need high-quality, deterministic source data for comprehensive data strategies. Global marketers agree that first-party data is important for their strategy and campaigns. Even more importantly, 72 percent of marketers believe they have access to high-quality data to maximize the return on their media budget. Despite widespread agreement about data’s importance, the majority of marketers struggle with varying aspects of data strategies. Globally 36 percent claim that data access, identification resolution, and deriving meaningful insights from data is either very or extremely difficult. To overcome these challenges, marketers must prioritize their data strategies. Medialyzer plays a vital role in compensating for shortfalls. As a SaaS platform where advertisers can access data at any time and analyze the impact of their TV campaigns quickly, Medialyzers offers the opportunity to optimize their media investments.