Know what to look for when choosing an Advanced TV agency?
Key Points: Make sure they do independent assessment of media value, have the ability to report audience location, can confirm network environment, and apply data-driven measurement.
When looking at the right advertising solution, Advanced TV is an effective tool to make an impact and increase overall ROI. Not all agencies are created equal, be picky when choosing your TV partners. When it comes to knowing the TV environment and how to best reach your target audience it is crucial to ask these 8 questions:
1. Are you restricted to certain inventory?
When using TV advertising being able to tap into high quality TV impressions is important. If your partner or agency has pre-arranged inventory deals it can limit the range of solutions you can consider. If you choose to combining layers of TV and digital, knowing where your impressions are happening can direct you where to fill holes or heavy up to increase impact. Knowing where they aren't happening is even more important for advertising on TV.
2. How do you index data to any given location?
By applying a comparison of data across TV coverage footprints, concentrations of audience are revealed. Advertisers can achieve far better precision with both planning campaigns and measuring campaign effectiveness if the analysis is done at least to the zip code level. Things to know: Are certain types of audiences spread out and have lower than average index numbers? How about combining areas into counties, states and regions to see trends? Does the indexing provide insights into audience locations, or consumption patterns? Do certain media vendors have gaps?
3. Is the agency’s pricing transparent? Does it separate media coats, data costs, and technology and service fees, fees for third party vendors?
Buying TV advertising can be tricky when combining traditional TV and Advanced TV. Knowing what you pay for can leverage that information and allow the brand to decide the value of the media in comparison to other TV advertising costs. Knowing what you are paying for allows you to compare a digital video TCPM of $35 to a TV TCPM of $35 to see what kind of scale and impact each can have.
4. Can my first party data be integrated into audience targeting?
Having first-party data is almost always the best, and it provides the most direct campaign performance tracking that is important to you. Nobody knows your strategic target better than you do. For that reason being able to apply first-party data to your advanced TV campaigns is a crucial requirement. For brands data integration should be as simple as ingesting a two column Excel file. Things to know: Was increase in foot traffic per store important? Was increase increase in same store sales your goal? Are you opening a new location that people need to know about?
5. Does your agency provide reporting by location, at the daypart, program and network level?
Knowing where your media dollars are efficient can allow you to optimize your spend. If they don't tell you where, then how do you know which part drove success? Comparing your TV advertising costs by market, daypart and network let's you see which factor is the most important.
6. Does the media vendor have an integrated attribution measurement? Or is it using third party measurement vendors?
For advertisers used to traditional TV advertising, this allows comparisons between one’s current campaign and results from past campaigns. Nielsen and comScore have laid the foundation of measurement but newer entrants into the ad tracking business may work too. Check out our use case showing tracking of impressions and sales lift.
7. Does your agency have a way to apply attribution measurement? Or is it using third-party measurement vendors?
This is where "probably vs definitely" comes into play. Did someone decide about a purchase because of the last offer seen (say a discount on their cell phone?) Or did they just happen to recognize a brand name right when they needed to pick up a bottle of spirits for a party gift (brand awareness?) Tracking different kinds of actions can come from several sources. Attribution measurement can be done in brand health studies that combine all the TV and digital impressions in specific areas.
8. Can the agency directly integrate with network and MVPD inventory sources (e.g. not just through TV aggregators)?
If precision is desired, than MVPD and network inventory sources offer far superior inventory in terms of cost effectiveness, especially for national buyers. And increasingly for local buys as well, since the entire country can be viewed as a whole. TV aggregators tend to offer the inexpensive, remnant, or poorly rated time slots that are measured by cheap CPMs only. To repeat the answer to the first question: being able to tap into high quality TV impressions is important. If you are combining layers of TV and digital, knowing where your impressions are happening can direct you where to fill holes or heavy up to increase impact. Knowing where the media is not valueable is even more important. As they say in real estate "Location, location, location."
More questions about buying TV advertising? Check out our list of answers and insights at Advanced TV advertising Q&A.
Questions sourced from IDC