Audience-driven TV campaigns can track the impact of your TV dollars by ZIP Code. Yes, we said ZIP!
We’ll dig into the benefits of measuring TV ad campaign results to the ZIP-level, along with why it’s a useful metric for really seeing the value an Advanced TV ad campaign can add to your media mix. So without further ado, let’s take a look at unlocking the benefits of ZIP-level TV campaign attribution.
Benefit 1: Valuable data can be coordinated from other parts of the business.
ZIP Codes play a huge part in operations, from loyalty card activity to concentrated delivery zones as some examples. Targeting your TV ad campaigns by ZIP Code means you can match your TV advertising to your customers’ location, just as you would in any other digital media channel. Traditionally, TV campaigns were measured by market, a very broad metric, but not anymore! As an advertiser or marketer, knowing where audiences are located presents the opportunity to get your message heard by your priority audience, helping your budget work harder to deliver the business impact you’re looking for. If you’re looking for new prospects in a specific area (or ZIP) but haven’t identified that audience, we work with partners like Claritas, whose Claritas PRIZM® Premier has hundreds of segment categories to tap into--one is bound to be just what you’re looking for.
Benefit 2: Meaningful ZIP-Level attribution in Advanced TV.
The first step in attribution is to define the KPIs, or the campaign goals/actions you want to happen. We tell brands “you do you”—you decide what results are important--and we’ll help get you there by making sure your TV campaigns land in the right ZIPs to achieve those goals.
Here at Centriply, things really get cooking at the planning stage, defined as counting the number and location of households at the ZIP Code-level exposed to a TV commercial, and then measuring the response and tracking performance against goals, also at the ZIP Code-level. Measurement and attribution for TV campaigns at the ZIP Code-level—and in many cases to the household—are quite granular. But where to put this information in larger marketing plans can sometimes be confusing, and frankly, daunting. How do you coordinate and keep track of thousands of media providers and their metrics, and blend it all together to make a cohesive campaign plan? That’s where we come in.
KPIs defined for a brand are a critical part of any attribution process. Once the creative is in place, it's time to identify audience segments for the TV campaign. If you’re working with Centriply, our ability to cover all 43,000+ ZIP Codes means we not only find the optimal locations for your desired audience, but we then also buy the right airtime (as defined by MRI, comScore, LiveRamp, or other relevant data sources) to get your campaign into the right programming and daypart to achieve your KPIs. We make sure the schedule calls for the right weight to get the frequency of exposure that will get the brand noticed (without over-doing it!), and then use our historic pricing data to create a value objective on the cost to that target audience (those ZIP Codes mean a lot in this calculation). This will apply a factor to the price and allows our proprietary Tango Media Systems automated inventory buying platform to assist in choosing an optimized schedule.
Benefit 3: Measure, Measure, Measure.
Knowing exactly where (we’re talking about those ZIP Codes again!) and when those ads run, along with how many impressions they achieve is how we mark the window of the campaign flight, and follow the actions taken by the targeted audience during that time. What actions are we following? Well, KPIs can be quite different for different industries; it could be increasing online purchases, or increasing website visits, or boosting inquiries to a call center, or sales bumps, or foot traffic at a brick & mortar. It can be over a weekend, or over a month, or over a quarter, or over an entire year—it depends on the length of the flight, stability of audience within your target ZIP Codes, among other factors. You can measure fluctuation in purchases/cart size or app downloads. And so on. As we said above—you do you, whatever you need to measure is what gets measured. Lastly, re-optimize the campaign (maybe re-think ZIP Codes or KPIs?), driven by campaign measurement data, to create a successful feedback loop and ROI.
Benefit 4: TV attribution at scale.
As we noted above, your unique KPIs drive what gets measured. Like: What happened when consumers in specific ZIP Codes were exposed to your TV ad? Did website visits increase? Did more people visit a physical location? Were more event tickets sold? And so on.
So how does Centriply “count” audience behaviors at “scale”? While we like to say “it depends,” here is part of how we break it down (plus we use inputs from data sources like standard Nielsen demos, Claritas audience categories, LiveRamp). With an assist from our proprietary Tango Media Systems technology, the first step is mapped out Census counts down to the census block level—these days that’s over 323 million people (ca. 2020 census data). That’s overlaid with 3,000+ MVPD footprints matched to ~43,000 ZIP Codes underneath, and the universe numbers for each area. Combine this data with more than 85+ different networks--with commercial breaks and historic costs of each spot--to compare options to select the best ones for your goals.
All that comes together to create plans that give you the best advantage when deciding where to put TV advertising dollars. Think of it this way: we’ll tell you what the media options a ZIP Code (or many ZIP Codes) can provide, and how they compare to each other. If other data relative to ad campaign goals/KPIs is available, great, but even if the only info available is the physical address of a specific business, using our proprietary technology to assess audience concentrations at the ZIP Code-level, we can analyze TV options available in the area. And then we’re back to KPIs (and budget, of course).
Advanced TV attribution at the ZIP Code-level means you can expect more returns from your TV budgets, by focusing TV campaign weight where it will have the greatest impact on desired business outcomes.
So, it's confirmed—Advanced TV is one of the fastest evolving areas of media delivery. What can you expect from an Advanced TV solution provider like Centriply? Nothing short of full-stack video comparison against the same audience as all your other media channels, with granular attribution to the ZIP Code-level. And results that will make you say “Wow!”.
