--- title: 10 Questions When Choosing Specialized TV Media Agency description: Audience-driven marketing companies use Advanced TV advertising as an effective tool to increase overall ROI. Be picky when choosing your TV partners. image: https://blog.centriply.com/hubfs/Stock%20images/Loving%20couple%20at%20home%20relaxing%20watching%20tv.jpeg --- [![](https://blog.centriply.com/hubfs/Centriply_April2016/Layout/logo.svg)](http://www.centriply.com/) - [Services](http://www.centriply.com/#services) - [Industries](http://www.centriply.com/industry/) - [Case Studies](http://www.centriply.com/case) - [Casual Dining](http://www.centriply.com/case/casual-dining/) - [Health: Allergy](http://www.centriply.com/case/health-allergy/) - [Health: HIPAA](http://www.centriply.com/case/health-hipaa/) - [Insurance](http://www.centriply.com/case/insurance/) - [Multicultural](http://www.centriply.com/case/multicultural/) - [Political](http://www.centriply.com/case/political/) - [Retail](http://www.centriply.com/case/retail/) - [Products](http://www.centriply.com/products/) - [About Us](http://www.centriply.com/about-us/) - [Blog](https://blog.centriply.com/) - [Contact Us](http://www.centriply.com/contact-us/) Search - - # 10 Questions When Choosing Specialized TV Media Agency Posted by [Shelley Stansfield](https://blog.centriply.com/author/shelley-stansfield) on January 27, 2023 A specialized TV advertising media agency partner is an niche agency that focuses on helping brands or agencies plan, buy, manage, and measure TV campaigns using local audience data. The right partner identifies where your potential customers watch, selects relevant ad placements, monitors campaign delivery, and helps connect advertising to business results. ![Loving couple at home relaxing watching tv.jpeg](https://blog.centriply.com/hs-fs/hubfs/Stock%20images/Loving%20couple%20at%20home%20relaxing%20watching%20tv.jpeg?width=626&name=Loving%20couple%20at%20home%20relaxing%20watching%20tv.jpeg) Brands and agencies use a specialized TV partner to access buying expertise, reduce the workload of managing multiple media vendors, and make more informed budget decisions. For brands, this adds TV capabilities without building an in-house team. For agencies, it expands the services they can offer clients while providing support for complex planning, buying, and reporting. Running a TV campaign across multiple markets means coordinating media vendors with different coverage areas, inventory, rates, deadlines, and reporting formats. Each market may also require a different mix of placements based on audience concentrations, store locations, or product availability. A specialized TV partner manages these moving parts, coordinates ad delivery, tracks spending and placements by market, and brings reporting together so brands and agencies can evaluate the campaign as a whole. # How to Choose an Advanced TV Advertising Partner: 10 Questions to Ask Advanced TV advertising helps brands use audience data to plan, buy, and measure TV campaigns. Choosing the right partner starts with understanding how they find your audience, select placements, report delivery, and connect advertising to business results. Before you invest, ask these 10 questions to evaluate whether an Advanced TV strategy and media partner fit your brand. ## What is Advanced TV advertising? Advanced TV (ATV) is a broad term for TV advertising that uses capabilities beyond traditional TV buying, including audience-based planning, targeting, and measurement. It can include connected TV (CTV), addressable TV, and data-driven linear TV. CTV refers specifically to television content streamed over an internet-connected television or device. Advanced TV describes a broader set of advertising approaches. ## 1. Is Advanced TV advertising right for my brand? Advanced TV can be a good fit when your brand needs to reach specific audiences across relevant geographic areas. Its suitability depends on your campaign goals, budget, audience, creative, and measurement needs. Audience-based planning helps identify where potential customers are concentrated and which TV placements can reach them. Instead of choosing programming solely by broad demographics, advertisers can use customer insights and audience segments to guide buying decisions. Ask a prospective partner to explain why TV fits your objectives and how they would evaluate success. ## 2. Can I use my digital advertising audience for TV campaigns? Yes. Audience definitions used in digital campaigns can often inform TV planning, although activation depends on the data, available inventory, and matching capabilities. Using a consistent audience strategy across TV and digital can help extend reach and reinforce your message. Your partner should explain how they translate your audience into TV placements and evaluate overlap between channels. Ask which audience segments are available, where they can be reached, and how the plan will account for reach and frequency. ## 3. How do I choose the right locations and programming for my TV ads? Start with where your customers live, where your business operates, and where you have the strongest growth opportunities. Then compare those areas with available TV coverage, programming, and costs. Customer ZIP Codes, store locations, service areas, and distribution footprints can help guide the plan. Programming and daypart choices should reflect both audience fit and campaign objectives. Centriply uses media vendor, programming, daypart, and rate information to develop placement options. Ask to see where your ads could run, what those placements cost, and how each option supports your goals. ## 4. Should I hire a TV advertising agency or buy directly from media owners? Buying directly may suit a straightforward local campaign when your team has time to manage planning, purchasing, and reporting. A specialist agency can be useful when campaigns span multiple markets, vendors, or audience segments. The decision depends on complexity and internal resources. Managing several media owners requires coordination across inventory, pricing, creative delivery, and performance reporting. Ask prospective partners to explain their fees, responsibilities, and the work your team will still need to handle. ## 5. What services should an Advanced TV advertising partner provide? An Advanced TV partner should help turn your business objectives into an audience strategy, media plan, and measurement approach. Services to evaluate include: - Audience analysis and geographic planning - Media vendor coordination and buying - Placement options, maps, and budget scenarios - Campaign delivery monitoring and reporting - Data integrations, where available - Attribution or other performance measurement Centriply supports audience alignment, planning, vendor management, and reporting. Confirm which services and integrations are included in your proposed campaign. ## 6. How can I verify where my TV ads ran? Request reporting that compares planned placements with actual delivery. It should identify where ads ran and provide enough detail to assess delivery against the agreed media plan. Depending on the inventory, reporting may include networks, geographic areas, dayparts, impressions, and costs. Ask how your partner identifies and resolves underdelivery or placement discrepancies. Centriply provides weekly posting and campaign checks to help advertisers review delivery and identify issues. ## 7. Can Advanced TV advertising be measured against sales? Yes. TV campaigns can be evaluated against sales and other business outcomes when appropriate data and measurement methods are available. The strength of the conclusions depends on the study design and data quality. Relevant outcomes may include website visits, store visits, purchases, and changes in brand awareness. Attribution can help connect ad exposure with customer actions, but it does not automatically prove that advertising caused a sale. Before launch, agree on success metrics, required data, measurement costs, and how results will be interpreted. Centriply can discuss sales analysis and partner-supported measurement options. ## 8. Can I use first-party data for Advanced TV targeting? Yes. First-party data, such as customer records or purchase information, can help define audiences and guide Advanced TV planning. Activation depends on data quality, permissions, matching options, and media availability. Your partner should explain which fields are required, how information is transferred, and how it will be used. Centriply supports first-party data integration. Ask for the current file requirements and approved transfer process before sharing customer information. ## 9. Why does ZIP Code-level planning matter in TV advertising? ZIP Code-level analysis can reveal customer concentrations that broader market averages may hide. This helps advertisers compare local opportunities and prioritize areas relevant to their business. For example, a brand may serve only part of a TV market or have stronger demand near particular stores. More detailed geographic analysis can help align spending with those differences. Planning at the ZIP Code level does not mean every placement can target an individual ZIP Code. Ask how the analysis translates into available buying areas and where coverage gaps remain. ## 10. What should I ask an Advanced TV partner before committing? Ask for a proposal that clearly connects your audience, budget, placements, and measurement plan to your business objectives. The proposal should answer: - Who are we trying to reach? - Where and how will we reach them? - What will the campaign cost, including fees? - How will delivery be verified? - Which business outcomes will be measured? - What are the limitations of the targeting and measurement approach? A strong partner should make the plan understandable and explain the tradeoffs behind its recommendations. ## Discuss your multimarket TV ad campaign with Centriply To explore whether audience-driven multimarket campaigns fit your brand, contact [Rich Kaufman at Centriply](mailto:RICH.KAUFMAN@centriply.com). Bring your campaign goals, audience definition, priority locations, budget range, and timing to help shape the discussion.   [![Schedule Your Free Strategy Session Today! ](https://no-cache.hubspot.com/cta/default/2082047/f7103a5e-e006-4d55-8b3c-b73bd3412ab4.png)](https://cta-redirect.hubspot.com/cta/redirect/2082047/f7103a5e-e006-4d55-8b3c-b73bd3412ab4)    More questions about buying TV advertising? Check out our list of answers and insights at [Advanced TV advertising Q&A.](http://www.centriply.com/products/) Questions sourced from IDC Topics: [TargetedTV](https://blog.centriply.com/topic/targetedtv), [Media Planning](https://blog.centriply.com/topic/media-planning), [GEO Targeting](https://blog.centriply.com/topic/geo-targeting), [TV Impressions](https://blog.centriply.com/topic/tv-impressions), [Retail](https://blog.centriply.com/topic/retail), [AdvancedTV](https://blog.centriply.com/topic/advancedtv), [Retail Marketing](https://blog.centriply.com/topic/retail-marketing), [media](https://blog.centriply.com/topic/media), [advertising](https://blog.centriply.com/topic/advertising), [Audience Buying](https://blog.centriply.com/topic/audience-buying), [PerformanceTV](https://blog.centriply.com/topic/performancetv) ### Recent Posts ## Contact Us Rob Bochicchio President New York City C 646-872-9530 Rob.Bochicchio@centriply.com . 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