a4 Advertising's Hasan Rahim on the Power of Listening, Learning and Leaning in to the Big Screen

It all comes down to the client according to Hasan Rahim pictured below Vice President Advanced TV at a4 Advertising Being responsible for managing addressable linear as well as the national linear side of business allows Hasan to have a more holistic approach to campaigns To that end a4 Advertising has reshuffled the ranks and created more intragroup synergy to help facilitate that holistic clientbased approach quotStart with the client not with what we39re sellingquot Hasan says quotand then determine what the best combination of a4 Advertising opportunities is the right fitquotHe points out that not all client ROI goals are created equal quotWe review each client39s needs conversion events top or bottom funnel concentration etcquot he explainsamp160quotIt39s alright to be talking about features and cool shiny objects that are working for others but we need to know they39re relevant to the client we39re talking to What really matters to them is 39Did the dollar that I gave you get at least 120 back39quotHaving a completely open transparent dialogue with the client is key so that we understand in advance their key performance indicators KPIsquot Hasan continues quotAt a4 Advertising across all our platforms we want to all be rowing in the same direction and at the same cadence as each of our clients and agencies Some of the more recent projects we have been fulfilling for our clients include unduplicated incremental reach across video holistically conversion analytics and agile optimization on linear TV using disparate advanced data sets tactically and naturally doing it all at an efficient and effective overall transactional CPMquotHasan and his team have been focusing on unlocking the deep value of a4 Advertising39s data and overall capabilities One key area of focus is managing unaddressed homes that are not being targeted by typical addressable media buys quotHow are we adding value to that audience and presenting that audience to the marketplace When we understand a client39s goals we may be able to uncover an otherwise untapped alternate audience and through data demonstrate the ROI value of that audiencequot he says quotIt39s bringing what39s been happening in the digital space into the TV space by creating liquidity against audience reach available through linear OTT and CTVquotThe advantage at a4 Advertising is their relationship with their parent company Altice quotWhat really sets an MVPD Multichannel Video Programming Distributor like Altice apart from other sources of data is the fact that we39re also an Internet Service Provider ISP which assures we have trusted depth of data across multiple platformsquot Hasan notes quotBeing an ISP will always have value even as we migrate to a 5G world and to a more IPamp160Internet Protocol based universe It39s still a tremendous value from a targeting and measurement perspectivequotThis begs the question is measurement still considered the Holy Grail quotWe need to have the ability to replicate results with what we39ve uncovered through measurement to assure there39s ongoing alignment of data andamp160tactics with audience targeting goals and objectivesquot Hasan says quotIt39s an ongoing process and we believe it is the Holy Grail when we can achieve that through a combination of Linear and Addressable TV andamp160OTTCTV Our wealth of data and experience gives us the opportunity to dig deep and uncover sound targeting opportunities that might not otherwise have been discoveredquotquota4 Advertising has been doing this longer than anyone else amp8230 and it has given us incredibly valuable insights both good and badquot Hasan concludes quotFrankly it39s the failures that really make the biggest impact in my opinion They give you the opportunity to peer around the curvesquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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a4 Advertising's Hasan Rahim on the Power of Listening, Learning and Leaning in to the Big Screen

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