• 3D’s of audience targeting
  • Behavioural targeting and audience
  • Platform agnostic across video / television

Increasing the necessity of humanising data

Why our viewers consumer the way they consume.

connect with people in the moments that matter

Tomorrow argument is WHY is that data important


NOTE:  Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old  daughter and work @ROKT. As such this hasn’t been edited, typos and poor autocorrections from my iPad Pro will entail. 


15mil personal IDS
30mil devices tracked
6mil behavioral markers per minute

Bridging the empthy gap

Needs differ throughout the week – what I am thinking what I am doing.

Being prepared #1 need sought after in the morning
desire for control and confidence
Unexpectiveness – need something to shake us up
Being prepared – informed on what is going on in the world stuff that is going to prepare them
Connection with community and greater world

Understand the need in the context of the viewing how the content is being consumed – more effectively serving the need for the audience.

When audience is busy tried and stressed they are receptive to advertising to help them feel on top of things.

Categories that put you in control of your future
Tone that takes the stress away
Event based communication

Found changes in people needs over time – flex our content to sympathise in order to win the incoming audience

NEC data shows today really spikes after 8:15am – 18-29 and 30 – 44 age brackets.

Need state for change “when to target users with advertising”
When the audience is feeling they could be getting more out of life they are receptive to advertising that inspires the possibility of change.

Chat origins that inspires and enable to change

To fast forward to 3pm –

Work people –
Break out momentary escapism
Bit sized chunk of distraction – quirky funny
women 30-44 – 3pm
Calm before the storm



The TV industry is in a state of structural flux, and operators like NINE ENTERTAINMENT CO are grappling with how best to take advantage of the rich data assets it has at its disposal as TV continues its convergence towards being a digitally provided entertainment option.

NEC’s digital division MI9 has a rich online dataset that generates sophisticated audience targeting. However, to further automate the marketing process, it’s important to understand the need states of why various devices are being used to consume various forms of content.

NEC mapped the consumers’ media consumption journey throughout the day to understand the motivations attached to the content consumption data it already possessed. Armed with the need-states for consumption allows publishers to provide yet another level of audience targeting and marketing automation in a programmatic online trading environment.


1.       There are three distinct need-states in the morning: a] provision of practical, relevant information, b] make me smile and c] help me keep track of time. Tailoring content to meet these need-states, provides great audience engagement.

2.       There is significant variation in the need-states experiences across the a) device b) day-part c) day of week (DOW). Content that flexes and changes to meet the fluidity of these need-states provides a more engaged audience and more engaging advertising

3.       Marketing while the consumer is in the right need-state leads to an improvement in advertising campaign performance.

Author: Stewart Barrett

Stewart Barrett is an agile, results oriented data driven digital strategist & business focused online marketer with over 10 years’ experience. Passionate about businesses that challenge and disrupt markets, who is inspired and fascinated by the ever-changing world of digital.

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