Ampersand's New Toolkit of Advanced TV Measurement Solutions Helps Video Marketers Solve Common Problems

Ampersand created a user guide quotAdvanced TV Solutions Toolkit Insights Meet Outcomesamp8482quot to guide clients through the complex landscape The guide addresses some of marketers39 most common questions and illustrates how data can help solve them explained Ampersand39s Vice President of Data Innovation Rachel HerbstmanquotEvery marketer is looking for the right viewer target audience mass amount of reach and effective frequency to drive actionquot Herbstman noted quotWe created this portfolio of tools and deliverables that help guide a marketer based on their objectivequotAmpersand a multiscreen ad tech and solutions firm owned by cable giants Charter Cox and Comcast has access to viewing data insights from 64 million settop boxes nationwide and it can reach 117 million households across linear TV connected TV and streaming mediaAmpersand outlined data39s gamechanging power on three common queries they hear from marketersScenario 1 Identifying the Ideal Video MixAs streaming gains popularity marketers frequently ask how much ad spend to allocate to linear TV and streaming Herbstman said there isn39t a single formula but marketers who 39choose one over the other miss out on potential eyeballsAmpersand recommends an quotaudience firstquot approach to find the ideal mix When clients identify their target audience and campaign goals Ampersand analyzes viewing data to recommend an appropriate allocationquotWhen you use data to find your audience in various forms and content you39re using your media investment in the smartest wayquot Herbstman saidAmpersand finds the two platforms complementary because there39s minimal audience overlap So if marketers shift a little money to streaming they39ll capture fresh consumers In a recent multimarket campaign with Ampersand an advertiser moved 10 percent of impressions from linear to streaming resulting in unique reach on both platforms with only 5 percent of households seeing ads in both environmentsquotSimply put if they hadn39t invested in streaming they would have missed out on a large portion of their audiencequot Herbstman observedScenario 2 Optimize Video Campaigns with New Platforms Ad TechAnother common problem is how advertisers can maximize their reach and frequency Ampersand said it can help with both local and national solutionsFor local campaigns Herbstman said marketers need to look beyond local TV stations and the traditional methods of buying on dayparts ratings and demographics She said that limits the available audience and minimizes exposurequotThere are only a handful of broadcast affiliates and therefore only a handful of opportunities to reach that intended audience So what we39ve generally seen is a reach plateauquot she saidTo optimize their local spend Ampersand recommends shifting some spending to local cable They can analyze granular details by market and make customized recommendationsquotBy including cable and using a more datadriven approach you can find more of those intended viewers in other premium contentquot Herbstman noted quotYou39re going to balance frequency and have a stronger more balanced optimized and holistic media planquotAmpersand encourages clients to use addressable TV for national campaigns which dynamically delivers targeted ads to specific audiences to expand their reachAccording to company research national TV campaigns succeed at building awareness and generating buzz However exposure usually plateaus after three or four weeks After that marketers are likely to reach the same consumers which leads to wasted spending per Ampersand39s report To extend reach Ampersand recommends targeting national buys with addressable adsquotWith the same budget you39ll reach more viewers reduce your effective CPM and ultimately reduce waste and overexposure against the same viewersquot Herbstman saidScenario 3 Leverage Addressable TV to Reach Light and Medium UsersAddressable TV can also help marketers uncover more elusive video audiences Herbstman said national TV is highly effective for reaching the most frequent viewers However company research shows that onethird of TV households account for twothirds of viewing time resulting in advertisers39 showing their ads to the same viewersBy activating addressable TV Ampersand can uncover more light and medium viewers and deliver ads when they39re watching The technology allows Ampersand to suppress heavy viewing audiences and increase frequency to other groupsHere39s how it works If an advertiser wants to reach auto intenders between 18 and 49 years old Ampersand monitors viewership levels and identifies the heavy medium and light viewers within that audience If the top 30 percent are already frequent viewers the advertiser isn39t seeing any additional benefit after a period of exposure At that point Ampersand would suppress delivery to those households and ramp up messaging to medium and light auto intenders in the desired 18 to 49 rangequotThat way the ads are coming to them rather than hoping for them to find the adsquot Herbstman explainedFor a recent national campaign Ampersand used addressable tools to suppress heavy viewers and increase delivery to light and medium users resulting in a 15 percent increase in unique reach and doubledigit growth with the light and medium viewersWhile these three scenarios apply to many marketers Herbstman said the toolkit is scratching the surface of how Ampersand can deploy data to improve ad campaigns and dialup effectivenessquotWe intended to create tools that help our customers make sense of their media investmentsquot Herbstman concluded quotWith limited budgets marketers want to ensure they39re using their dollars as smartly and efficiently as possiblequotTo check out the report for yourself click hereClick 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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Ampersand's New Toolkit of Advanced TV Measurement Solutions Helps Video Marketers Solve Common Problems

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Alli Romano

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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