This content is being shared to help you and your team better understand why Advanced TV (ATV) is a critical component of every media plan and why skipping it means leaving an important marketing channel--and revenue source--untapped.
So, what is Advanced TV?
Modern TV campaigns are complex and multifaceted, requiring a strategic approach to effectively reach and engage target audiences. Marketers can leverage Advanced TV (ATV) as a powerful tool to extend their campaign reach far beyond the outmoded, simplistic age and gender-based television demographics, while also adding impactful frequency that increases the likelihood for customer engagement and conversion.
Our ATV solutions are meticulously planned to target custom audiences, allowing marketers to tailor their campaigns to specific groups based on a variety of factors such as interests, behaviors, and demographics. Our methods create confidence in the TV campaign activities: by supplying location-based reporting to our partners, they get detailed insight into how different geographic areas respond to the campaign, enabling more precise targeting and optimization for ongoing and future campaigns. Additionally, our ATV campaigns are fully placed in premium content, ensuring that creative runs in high-quality programming that aligns with the brand's image and values.
One of the standout features of ATV is its robust capability for campaign outcome measurement, offering detailed insights into the return on investment (ROI) of the campaign. This helps marketers assess the effectiveness of their strategies, and make data-driven decisions for future campaigns. A significant advantage of our ATV solutions are the detailed impression delivery reports we provide, which offer a comprehensive view of how the TV campaign is performing overall. This level of reporting detail surpasses the limitations of traditional DMA-level and national reporting, adding a deeper understanding of audience engagement and overall impact of media efforts.
What are the real benefits of Advanced TV in a media plan?
We find that Advanced TV is sometimes misunderstood and can even be a bit tricky to explain. So let's take a look at some basics.
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First, TV has changed—a lot!
Enter: Advanced TV ad campaigns.
These are
A. Audience-driven and
B. Location-based campaigns that go
C. Granular in their delivery, measurement, and impression reporting.
5 reasons why allocating media budget to audience-driven Advanced TV campaigns is a smart investment:
1. Marketers can now choose from thousands of audience segments. For example, focusing on their own high-value customers or Claritas audiences, at no extra cost.2. Plans can be produced for any kind of location, like households, counties, ZIP Codes, states, or within a custom trading radius. Not relying on traditional TV DMAs for geography makes plans flexible and accurate.
3. The same audience data is ingested for Advanced TV as other media channels—no add’l work is needed by you. Using audience data based on attributes like demographics/behavioral/geography—vs relying exclusively on the overly generic demos of the past—means audience-driven TV ad campaigns can be easily focused on the audience you want to reach, with minimal wa$te.
4. Buying and activating the campaign across hundreds of locations is as simple as signing the insertion order. Our team does all the rest.
5. Finishing with granular attribution to that audience, also known as 'campaign outcome measurement'. This can be reliably done for every goal level of the infamous ‘marketing funnel’. At Centriply we do this at the ZIP/Household-level. For a more in-depth look at that, contact us for a customized demo.
There’s plenty of control over where/when your TV ad runs--but that doesn't mean lots of extra work for you. There are multiple variables that are considered relative to ad placement and reaching your desired—or priority—audiences, such as where the best ratings are, across more day parts and many networks. That means you have more options that will work for your budget, along with reliable brand safety in knowing where and when your ad runs. Having the flexibility to look for the best options in more places improves the measurable value delivered, too. Technically it's called non-sequential elimination--but we call it good media value.
If a brand has "been around the block" a few times, audience-driven ATV can extend campaign reach into untapped audiences/areas, managing frequency for breakthrough messaging effectiveness, boosting reach from campaigns running via other channels.
- Our data shows that ATV campaigns thrive with mature brands looking for specific audience segments that live in high concentrations (versus a “spray and pray” approach using generic demos and broad DMAs).
- Finding focused pockets of priority audiences for mature brands that have important sales potential but have eluded less focused campaigns is one of our important specialties, and simply cannot be replicated in other channels or by using programmatic methods. **We would be happy to show you some case studies about this. CLICK HERE to see a sample.
- But how does that work? We use a combination of proprietary ad tech and staff experts to pinpoint—in part using maps and breakdowns to the ZIP/census levels—the ‘best’ audience for a campaign based on RFP goals. Bonus result from doing this? We can also tell you where it may not be worth your budget. Yes, we do that with advanced TV.
Post campaign, the question to ask is “How’d we do Coach?”
One way to tell is with reporting, measuring results against impressions delivered. Here are some ways to look at business outcomes:
- Measure improved/increase of brand awareness
- Measure ZIP Code-level ad performance against sales (particularly for retail/brick&mortar)
- Why is that an important measure? So, you can “speak the language” of customer behavior, timed during/after a TV campaign runs. For example, many retailers have extensive compilations of customer shopping data, so purchase/delivery patterns at a ZIP level can be easily compared with impression delivery during the campaign run. This creates a great picture of where the campaign drove sales—instead of translating from a standard TV DMA-level, which doesn’t match to anything!
- Measure mid-funnel activity, like post-exposure increase in footfalls or website traffic (yes, you can measure those metrics, and more, against ATV campaigns)
There are many ways to measure the performance of your campaign and prove ROI results (that CFOs love). Our video Herding Cats, Chaos Theory & TV Attribution: One of these things is NOT like the others... shows how detailed outcomes happen. The video covers everything you want to know about performance measurement. Or ask us—we’re here to help you succeed!
OK, you’ve helped your client understand why Advanced TV is an important media channel, and they’re interested…what next?
Hey, this TV thing really works! Give it a try! Get your commercial ready, approve the audience, budget and time frame. Then contact us--we'll be happy to show you the best ATV options for your campaign and your goals. It's what we do!