"About That with Carl Mayer:" Alaina Donnellon (Episode 6)

Alaina has over 15 years of experience at Active International specializing in the local video and audio marketplace She has held positions of increasing responsibility in media buying strategy and account management throughout her career As Senior Vice President Local Media Alaina leads a dynamic team of over 50 media professionals with oversight on all local campaigns Her role involves close collaboration with internal and external partners to craft strategic solutions steering Active39s clients through the everevolving video and audio landscapeTranscriptCarl Mayer Welcome to About That I39m Carl Mayer We all know the media landscape has undergone tremendous change in recent years And to be successful it39s important that marketers not just be with the times but ahead of the curveHere to tell us more about that is Alaina Donnellon She39s Senior Vice President of Local Media at Active International an AMS Company Thank you for joining usAlaina Donnellon Thanks for having meCM Now your specialty is Local Media specifically in the Local TV space What kind of changes have been happeningAD You39re right there39s been a lot over the last few years and we39re really looking at Local TV now as Local Video because there39s so many options now that audiences have to consume video content besides just the broadcast and cable channels that we had years back Streaming is a big part of the mix and also there39s a big drive towards impressionbased buying instead of using GRPs as a benchmark across that landscape nowCM Impressionbased buying I39ve heard the term before Is it really as simple as it soundsAD It really is It seemed a little bit intimidating at first when advertisers and everybody was getting used to it years back but it39s really just a different way to look at the GRPs that they39re already using to plan and transact It39s a math calculation We39ve been able to help advertisers overcome some of that and it39s the way that most other media channels in the past have looked at their measurementIt39s a really great way for TV and video to be able to get on board with it so advertisers can look at their media plans much more holistically which is only going to help themCM Now with impressions being an absolute number ratings being a percentage I39d assume there39s a lot less rounding that goes on In the end does that bring the number down overall or upAD It39s really going to depend on the program Sometimes it39ll go down sometimes it39ll go up The important thing to know is that it39s accurate So there39s a lot more accuracy that39s being brought into the mix when we39re looking at impressions You can think about it as the difference between saying that you have a dollar or saying that you have 098 or 102 right You might still round to a dollar but you may have a little less or you may have a little moreWhen we look at impressions that way we39re able to look at the granularity of that viewership and it39s additive So it39s additive across different markets that we might be looking at It39s additive across different media channels that advertisers might be advertising in And it39s a much more accurate way of looking at that pictureCM Using the analogy of the cents versus dollars I39d assume on the flip side if you had a dime that would round to 0 but it39s still a dime Is this helping get rid of 0 ratingsAD In large part yeah So that39s something that39s been a challenge in the industry and a way that we can look at much more accurate numbers because as people have more options of looking at things and choosing where they39re viewing their favorite programming There might not be enough impressions to round to that rating point to be counted but there are still viewersSo when we look at impressions we39re able to count those viewers for better or for worse and get a more accurate reporting to those advertisers that are looking for itCM You mentioned two big things One was impressionbased buying the other was streaming As we can look at things more holistically and there39s an applestoapples measurement how should advertisers look at streaming as part of their media planAD So streaming we really recommend that they look at that in conjunction with their linear TV plans So when they look at broadcast and cable which is the TV that the industry is used to looking at it39s important to look at things like streaming as well so they can have a holistic picture of that video landscapeWe39re not able to reach the same audience strictly with broadcast and cable today that we were able to 5710 years ago Streaming has become such a big piece of that pie so it39s important for advertisers to look at that along with those plansOur team is really good at being able to be experts in the marketplace in the Local Media Group at Active But overall at AMS it39s nice because we have a planning and strategy team that39s been able to help a lot of advertisers look at that holistic media view and determine how much streaming is good to incorporate along with that linear plan to make sure that they39re reaching the audience that they want to beCM You39ve given us a ton to think about You39ve really helped break down some of these changes and make it less stressful So thank you for that and thank you for being here on About ThatAlaina Donnellon Senior Vice President of Local Media at Active International an AMS Company thanks for being hereAD Thanks CarlCM Thanks for watching About That We39ll see you next timeClick to view previous episodesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 MediaVillageorgMyersBizNet

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"About That with Carl Mayer:" Alaina Donnellon (Episode 6)

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