Looking at 2H planning already? Dynamic, multiscreen Advanced TV+CTV solutions can bridge the gap between streaming, Broadcast and cable, to create campaigns that bring results. By focusing on effectively applying audience segments to TV planning and tactics, brands can have fast, flexible, incremental reach beyond standard video. And well beyond what you may have expected. Centriply supports these strategies for in-house agencies across the country.
Brand planners earn the trust of management, to drive the entire marketing process. Who better knows a brand’s goal and customer than the people immersed in that brand every day? With an enhanced data-driven mindset, results from the information available from sales and online advertising activities can guide multiscreen TV campaigns. Meaning using digital advertising data to take advantage of what TV + CTV advertising has to offer: brand prestige, increased engagement through premium content placement, and expanded audience reach to reinforce high conversion performance.
Data collection, on top of collaboration with third parties, gives brands even more power to apply the buying triggers, digital signals or respond to physical needs to create demand with TV advertising. A layered approach that accurately counts and combines the available TV options gives a marketer the clearest way to take advantage of all media value. Current TV + CTV analytics can also include qualitative data to guide in the placing of ads in the appropriate content.
As a result, data-driven planning can place TV + CTV ads that accurately reinforce messaging, providing a holistic omnichannel experience, and remain top of mind when the audience is in purchase mode.
Multiscreen Advanced Linear TV + CTV campaigns reinforce digital advertising campaigns, so in the same way, brands can feel confident pitching new prospects and new services. CMOs can then expand consideration of different media options to build a robust brand strategy. Using data-driven techniques, with transparency, to find and reach a brand’s best customers grows high-value audiences without surprises, and creates brand-safe environments that allows for control over the media spend.
Brand marketers can—and should!—expect TV + CTV advertising to do more. At Centriply, we make it walk and talk like the more familiar digital options by using data-driven analytics and granular measurements. We’ve been at the forefront of judging media delivery and value for decades, from the specific point of view of the advertiser, with transparency, stewardship and scale. A holistic advertising strategy can—and should!—incorporate TV impressions. Because leaving TV out of the strategy leaves lots of options and lucrative opportunity on the table. With a good partner, TV can be an easy and smart part of any advertising strategy. And yes, activities like tracking TV + CTV promotion offers against website activity, or geo-fenced trading area activity around each of your locations, are all measurable.
Who better knows a brand’s goal and customer than the people immersed in that brand every day? Use digital advertising data to take advantage of what TV + CTV advertising has to offer: brand prestige, increased engagement through premium content placement, and expanded audience reach to reinforce high conversion performance.
With a TV-specialist partner like Centriply, in-house agencies can target custom locations well below the traditional TV DMA level, like counties, cities and even by ZIP Code. There are high quality and customized opportunities for in-house agencies to advertise to priority audiences on TV + CTV, with plans that are appropriate for product messages. And no, I don’t mean settling for remnant time or pre-packaged inventory deals where you don’t know where your ads are running. As a managed service partner, Centriply passionately believes in-house advertisers deserve to have access to multiscreen advanced TV + CTV capabilities. You can choose what’s the right media value for your brand—without the limitations imposed by media owners or some restrictive digital platforms.
When Centriply partners with an agency for TV campaigns, our goals are to remove the friction from the buying process. Uncovering media opportunity and finding value within a nationally scaled view that includes millions of streaming homes, 3,000+ systems and provides access to over 607 million weekly impressions.
When working with brand teams, my planning and buying teams support and develop layered TV + CTV solutions, bringing decades of experience stewarding large budgets and managing/optimizing lengthy flights that tap into streamers, FAST channels, cable systems, Telcos, interconnects, satellite and regional networks—and ultimately delivering detailed campaign reports from our granular measurement of audience impression delivery. Strategy scenarios are run quickly for optimizing budget input, impression estimates and segment goals. For test & learn—or any campaign really—since we can create custom universes using first or third or whatever data you want, different audience segments and benchmark KPIs can be applied to each, and the campaign's progress. Streaming + broadcast + FAST networks can be measured and analyzed to provide efficiency metrics across many layers of different media weights.
Multiscreen TV advertising campaigns can reach the right target audience, at the right scale, and provide the maximum impact with TV + CTV advertising. For in-house teams, partnering with the right TV agency—like Centriply—makes TV advertising less daunting—easy even—and can take your entire brand advertising success to a whole new level.