In this article, Darius al Haddad, Product Manager for Advanced TV at MiQ, explains how the omnichannel programmatic partner works with AudienceProject to generate audience insights enabling their clients to make confident marketing decisions.
Why did you decide to start working with AudienceProject?
We started working with AudienceProject because we wanted to provide our clients with audience insights on incremental reach. When talking to digital teams, we found out that they were interested in measuring the incremental reach of their campaigns across channels, but also wanted to understand which audiences were reached.
AudienceProject provides us with audience reach and frequency metrics that we can combine with our geo-contextual demographic platform, enabling us to expand our portfolio and generate more comprehensive insights for our clients.
We looked at AudienceProject due to its extensive panel in the UK, which provides valuable insights into digital audience demographics.
We are an omnichannel programmatic partner, but our main focus is being insight-driven. Thus, when evaluating which partners could complement our offerings, we looked at AudienceProject due to its extensive panel in the UK, which provides valuable insights into digital audience demographics. These insights can be combined with BARB data via AudienceProject’s integration to TechEdge, providing a holistic overview of audience reach across digital and TV. This allows us to not only understand the reach on demographic breakdowns but also the incremental reach across channels. With such insights, we can speak to both digital and TV teams about overall campaign goals.
What challenges do you see in the industry?
The biggest challenge is the language gap between digital and TV teams. They seem to struggle to communicate effectively when planning a campaign, even though most campaigns run across TV, YouTube and Connected TV.
Marketers are unaware of whether they are actually reaching the right people or whether their media mix is optimal to achieve campaign goals.
Additionally, there is so much uncertainty in the industry about overall campaign performance. Marketers are unaware of whether they are actually reaching the right people or whether their media mix is optimal to achieve campaign goals. This situation creates an opportunity for us to approach both digital and TV teams and pitch in with our insights to validate campaign settings and bridge the gaps in their different media languages.
How does our partnership support you in providing valuable insights?
At MiQ, delivering valuable insights to our clients is at our core as it generates trust. When planning campaigns, we define key metrics and audiences. Thus, we want to prove to our clients that we have reached their desired audiences. Part of that evaluation is providing insights about the audience composition, incremental reach and channel mix, and this is where AudienceProject complements us.
Validating our campaigns’ performance and presenting the insights to our clients is what creates trust and increases client retention. In other words, presenting reliable insights builds up the base for confidently planning future campaigns, so our clients can continue to optimise the value of their media investments.
It is very beneficial to have our name next to key industry players like AudienceProject as it conveys trust and provides additional confidence to our clients.
Through the campaign evaluation, it is very beneficial to have our name next to key industry players like AudienceProject as it conveys trust and provides additional confidence to our clients, showing that we can deliver above and beyond TV and cover all channels.
Our ability to provide a holistic overview of campaigns across digital and TV is what makes us a niche omnichannel partner in the market.
What is your advice to companies that want to start their measurement journey?
The future is hidden within the TV space and it is headed towards streaming and online video. Everything is on demand now. Audiences can watch what they want, whenever they want, and how they want it. Addressing this now and investing in it now will hold for the years to come.
Media consumption trends might shift, but if you want to capitalise on them, and jump on the bandwagon, now is the best time to do so.
Media consumption trends might shift, but if you want to capitalise on them, and jump on the bandwagon, now is the best time to do so. It is with trustworthy partners like AudienceProject, BARB, and other panel members that we can provide trust and confidence for clients in reaching campaign objectives and preparing them for the seismic shifts that are to come.
So, I would suggest investing in digital strategies across TV, because that is where all things are moving massively.
Want to start your measurement journey?
Want to start your measurement journey? Learn more about AudienceProject’s cross-media audience measurement platform and sign up for a free demo via the form below.
This article is 2 of 2 in our series: Customer spotlight
About this article series
In this article series, you can learn why our customers are doing cross-media measurement with us and how it enables them to make confident marketing decisions.