TEGNA’s Daigle Explains Data And Analytics Partnership With Alphonso
TEGNA’s new partnership with Alphonso provides advertising campaign attribution across linear television and OTT “in one fell swoop” and enhances the local station group owner’s consultative sales approach, says VP of Sales Intelligence Jessica Daigle.
“We’ve entered into a new era where people are not buying platforms. It’s not just TV is the only game in town,” Daigle says in this interview with Beet.TV. “They’re really looking to buy outcomes. You want to make sure that your local grocery chain or furniture store is actually making money, their businesses are thriving.”
Noting that media agency Horizon Media recently indicated a preference for 50% of its TV buys to be based on business outcomes over the next several years, Daigle adds, “That’s a big challenge for the agencies and I think the media community at large. But it’s indicative of where our clients are expecting us to go and so where we’re focused on going.”
Content is part of the Beet.TV Video Series “The Next Big Thing for Advertisers: The Growth of Direct to Consumer Streaming”, presented by Premion