No crying over spill here: Focus ad dollars on your location.

Posted by Shelley Stansfield on October 31, 2023

No crying over spill here! Audience matching + location specific TV campaigns.


Audience and consumer matching in highly scoped geographic areas was thought "not possible" with linear TV ad campaigns. Not true now!

In traditional TV ad campaigns, impressions falling outside specified geographical locations, often referred to as "spill," have long been regarded as wasted budget.

Now, you can use that budget to increase impact. Enter consumer-focused TV ad campaigns! We say "forget that old wives tale," and proceed to smash that myth. (To be clear, our clients only need to see the results we generate once to dispel that myth, but we'll repeat it for the folks in the back if needed.) 

Need to see proof? Take a look at our latest Use Case, to see how our team takes a whole list of requirements (spill! CPM! location! more!) and delivers a proposal that shows the value advanced linear TV delivers, making that "old wives tale" a thing of the past.

You know consumers exist in a fluid marketplace, with nuances to their preferences and choices. You need a partner who can match Audience-level IDs to their TV households.

Centriply does this a series of ways: Claritas, LiveRamp, and 1st Party data.

The Truth: In today's ever-evolving advertising landscape, it is crucial to recognize that not everyone is your audience. Simply reaching a large number of viewers does not guarantee their attention or interest in your brand. This is where audience-driven advanced TV ad campaigns come into play.

Since POS is where the brand makes its money, our planning starts with the orientation of where a consumer is willing to spend their time and their money.

Gone are the days of wasting your budget on impressions that fall outside your target locations, also known as "spill." With the advancements in technology and data-driven insights, it is now possible to match audience-level IDs to their TV households, ensuring that your message reaches the right people.

What are the "benies" of a focused TV ad campaign?

Not only can you achieve increased impact for the same budget, but you can also create a breakthrough campaign by increasing the frequency of your message. It is essential to recognize that consumers exist in a fluid marketplace, with nuanced preferences and choices. By partnering with Centriply, you can navigate this marketplace with unmatched granular planning, buying, and activation resources for your TV ad campaigns.

We live by the mantra that consumers live “hyper-locally” because retail points of interest (or POS) is based on proximity to where people sleep at night. 

One of the key factors in planning an effective TV ad campaign is understanding the hyper-local nature of consumer behavior. People tend to make purchasing decisions based on their proximity to retail points of interest (POS) in relation to where they sleep at night. Centriply takes this into account when selecting ad inventory, ensuring that it brings the greatest value by considering audience location and scale, audience reach, network placement, out-of-pocket cost, and CPM efficiency.

But it doesn't stop there. Centriply goes beyond just driving awareness and measuring impact. Our advanced TV campaign solutions can also drive mid-funnel web or store visits and provide sales attribution against TV campaign budgets. By leveraging our cutting-edge technology and expertise, we deliver real business results for our clients on a daily basis.

If you're still skeptical, take a look at our latest Use Case. It showcases how Centriply's team takes into consideration all the requirements, including spill and CPM, and delivers a proposal that demonstrates the true value of advanced linear TV. With Centriply, you can leave behind the old wives' tale that linear TV ad campaigns are ineffective and embrace the power of targeted, location-specific advertising.

Centriply focuses on who is most likely to have real intent for the brand.

Ad inventory is selected to bring you the greatest value by considering:

    • TV Audience location and scale
    • TV Audience reach
    • Premium network placement
    • Out-of-pocket cost
    • CPM efficiency against the audience

Advanced TV campaign solutions by Centriply—using ID-level audiences matched to location, balanced by indexing, costs and so on—find the value in TV media for our clients. Sure, our results are powered by our own advanced ad tech (Tango Media Systems), but we also have the most sophisticated account/planning/buying teams in the business, delivering real business results for clients every day

  • Unmatched granular planning/buying/activation resource for TV ad campaigns
  • Multi-market, location and audience-based TV campaigns
  • Connection of Audience-level IDs to linear TV campaigns
  • Unparalleled Access to TV ad Inventory
  • Inventory/Supply Path Optimization
  • Fraud-free quality programming

Still need to see proof? Take a look at our latest Case Study, to see how the team takes a whole list of requirements (spill! CPM! more!) and delivers a proposal that shows the value advanced linear TV delivers, making that "old wives tale" a thing of the past.

Topics: TargetedTV, Media Planning, GEO Targeting, TV Impressions, AdvancedTV, Retail Marketing, media, advertising, Audience Buying, advanced TV advertising, TV attribution, PerformanceTV, ZIP level, ReachSolution

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