Rob Leon is an Associate Director with the Media Insights and Analytics team at VIZIO. Watch this video to find out more about his work and how he is a Limitless Leader.
Who are you and what do you do?
My name is Rob Leon and I run the General Markets Analytics team for VIZIO Ads. So that's any advertiser that is into streaming services, or media and entertainment companies. Things like insurance, CPG, retail, and restaurants.
We work with anything data or measurement, both consultatively and operationally. If clients want to activate big data on our platform or use big data in order to see the results of their campaign, we do that transfer of data and that analyzing of data.
How does VIZIO data and analytics solve problems for customers?
That's a lot of what our job is. So clients come to us and they typically say something like, “I'm heavily invested in sports, but I don't know where else I can reach my customers.”
And our answer is that we have a whole lot of data, both from our ad server and from our ACR data source. We can show you how many unreached customers there are that aren't already being reached by your existing buy, but are still part of your potential customer footprint.
We can come to them and say, “Actually, your existing buy on the VIZIO TV glass is missing a lot of eligible customers…” and then fill in the blanks for how we can help to solve that problem.
What’s the biggest limitation you find with media buyers?
I would say it's understanding the difference between streaming and linear. Linear traditionally has been a source of mass reach, but with less precision and less control. So, for example, I'm just going to place a buy on a single network or a single program, and it's going to reach a bunch of people, and it reaches who it reaches.
And there's a lot to dive into. So, for example, what are your reach and frequency goals? Because we can specifically target the amount of people that you want to reach a certain amount of times each week. And a lot of times they don't have an answer to that, because that's an amount of control that they're not used to.
Or it might be, who exactly is your target consumer? They might say, well, it's a specific age and a specific gender. And the answer is that maybe only 5% of the country is actually going to spend money on you. So let's hone in on how we can find that 5% and find the people who are most responsive to ads in order to expose them. So I would think it's just a full understanding of the breadth of solutions that we can offer and the extent of the control and the precision that we can offer.
What is Aspen and how does it work?
Aspen is a tool that we use in order to look at the existing buy of a media buyer, and we can use it to make recommendations. So, for example, a client might come to us and say, I'm heavily invested on sports, but I need to figure out what else to do. We can look at their existing buy in the past quarter, show them exactly how many VIZIO TVs they reached over that period of time, tell them exactly how many times they reached those VIZIO TVs, and show them where there might be instances of duplicative reach or over frequency.
So it might be that they're buying 20 different networks, and each of these networks are reaching the same person. And as a result, they might be over-frequencing each of these households, because they're actually the ones that are available on all of these networks. We can actually come in during the sales process before a client has even spent a dollar with us, and say, here's a holistic analysis of your linear buy. And here's our recommendations for how we can add reach to that and reach the right people.
What do you like about working at VIZIO?
I love working at VIZIO. I'm a data nerd, I came up in the measurement world, and this is one of the only publishers that you can work for as a data nerd in the analytics space.
There's an unlimited amount of ways that we can create internal products and external products. There's never a shortage of interesting and valuable things for us to work on to provide value to our clients.
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