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
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.
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.
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?"
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.
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.
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:
Rinse and repeat for consistent and ongoing results!