Bringing your marketing—particularly media—in-house may seem a bit daunting at times, thanks to rapidly unfolding developments in ad tech, capacity, options, and yes, brand safety, ad fraud, and walled gardens. And as sharp as your team may be, your bench could still be light when it comes to multiscreen TV planning/buying activation specialists. CTV? Linear? Local? Network? YouTube? What's right for your brand? And who has the staff and time to figure it all out?
As widely reported, multiscreen TV advertising continues to be the best channel for reaching current and prospective customers and driving results, from awareness to performance. Having a media partner who knows how to drive reach and modulate campaign frequency—with targeted local, regional, and/or national solutions—is a powerful tool to support your entire marketing plan and team.
That's where Centriply comes in. But before we get into that, let's take a look at the 6 simple steps we take you through so your multiscreen TV ad campaigns deliver outstanding results.
Step 1: Decide on Audience Segment Data
Using your first-party data and/or multiple 3rd-party data sources, we craft a targeted list of your priority audiences in your desired markets
Step 2: Define Location/Geography
Next, let's get granular. We apply important customer considerations like drive time to a location, ZIP Code, trading radius, county, state or region to your audience segment, and then with as assist from our own ad tech, we'll locate high concentrations of your priority audiences in the precise locations where you'd like to activate CTV/linear/OTT advertising.
Step 3: Choose your KPIs
Time to define your campaign goals—whatever success looks like for your brand (or even your CFO). From there, our team takes the data from Steps 1&2 and uses it to create a blended (CTV/linear) plan that balances effective impressions needed and frequency considerations (enough to make an impact, not so much that it becomes a negative), to ensure your campaign goals are met. Then, using our own comprehensive campaign reporting, we can set up the ROI loop for performance metrics such as site traffic, sales lift, or direct inquiries.
First of all, who is Centriply? An independent boutique agency specializing in planning, buying, activation, measuring and reporting for multiscreen TV (multiscreen = advanced linear, CTV, broadcast, OTT). And we mean all TV—we specialize in audience-first, data-driven, hyper-local, multimarket campaigns. Using your 1st party data, 3rd party data, or any combination that you like, we locate high concentrations of your priority audience in any market you need.
Step 4: Timing is Everything (Well, it's Pretty Important)
Consider: Do you have specific events to promote, need to drive sales at a certain location/in a certain timeframe, or want to drive brand awareness in a new location? Do you want a national rollout with additional layering that focuses on a single region? Some things you might not consider when it comes to timing—but we sure do because we're TV specialists—are things like "is there an election (and thus political ads) in a certain region that would affect timing?" Or, "are there special 'tentpole' events—like Olympics, major sports events, award shows—that might affect timing or otherwise limit certain options?"
Step 5: Consider Budget
More to consider: What are your goals (see Step 3 above)? How much should you spend to achieve them? For example, too little exposure is ineffective. And "cheap" CPMs aren't cheap at all if the impressions are being lost to ad fraud or being served to people in the wrong place, or who have no access or interest in your brand. Frequency and pacing matter—your budget should be focused in the most effective markets, to maximize results and really minimize waste. See Step 2 to see how precise your multiscreen TV ad campaign can be, for your budget.
Step 6: Narrow/Approved Network Placement List
Once we've taken a client through Steps 1-5, we get deep into the buy details. We match the audience segments with programming choices, dayparts, and so on, looking to match these choices to your criteria and goals, so your multiscreen TV ad campaign reaches real people in real places and the right time. We also look at indexing, ratings, and other parameters, as appropriate. Effectively blending—and buying—a multiscreen TV ad campaign that truly delivers results includes some details that might be different from, say, a digital buy. We can show you why the details matter for TV, if you want to get into the details.
How Centriply TV Planning, Strategic Planning & Allocation Works
Earlier, I noted that having a media partner who knows how to drive reach and modulate campaign frequency—with targeted local, regional, and/or national solutions—is a powerful tool to support your entire marketing plan and team, and that we'd come back to that. Well, here we are.
We'll give you an unbiased view of what can be effective for each campaign—we'll tell you where you have options, and where it may not be worth it. We're flexible and deliver options at scale, working with your teams at whatever level is best for you, to find cost-effective—and effective—solutions for local, regional and national campaigns.
Here's a quick look at how we work, by using the digital audience segments and metrics you already have, to create an integrated TV plan:
- We receive RFP, and can work with you to define and refine, based on Steps 1-6 above
- Using our custom ad tech tools, we match your audience segments to TV options
- Thousands of inventory options are analyzed by our ad tech—and considered by our experts—based on your goals
- TV budget estimates and campaign performance are defined
- Multiscreen Advanced TV/CTV proposal is created, then sent for your approval
- Activate the buy, manage the progress and optimize where/as needed:
- You get detailed reports/affidavits on delivery, coverage, and results
- Measurement against media and brand goals reviewed
Rinse and repeat for consistent and ongoing results!