Buy Local. Reach National. Technology and the Rise of the Unwired Network

A handful of companies are helping advertisers reach a national audience through local media buys amp160This allows advertisers that couldnamp8217t buy nationally to do just that amp160Itamp8217s also less expensive expands reach and is measurable so an advertiser knows itamp8217s hitting the targetamp160 Unlike an Upfront purchase where a minimum commitment is needed buying unwired offers flexibility sans minimum commitmentamp8220I had a local buying background and I never had a problem with unwiredamp8221 saysamp160Peggy Green an industry expertamp160 amp8220People want more transparencyamp160they donamp8217t want ratings clustered in a few markets amp160I wanted a balanced schedule amp160The big difference is transparency being able to show where the spots are airing amp160There is more scrutiny and buyers are more knowledgeable which I39ve experienced with XACTVamp8221XACTV an unwired network uses AI to compile local media that can be purchased to create a national reach amp160Unlike unwired media buys of the past ratings deliveries are tracked and verified by Nielsen comScore MRI and MSA making a brandamp8217s purchase on an unwired network legitimately validated like a traditional ad buy amp160AI constantly refines a purchasing schedule to reach impression goalsamp8220XACTV focuses on delivering your ads to the right audience at the right time in the right content with equitable coverageamp8221 saysamp160Bob Oamp8217Neill Executive Vice President XACTVExecutives atamp160Cadent another solution to buying local media on a national level notes the importance of local buying knowledge amp160amp8220When youamp8217re putting together a local unwired product buyers need a background in local buying and planningamp8221 says Ivan Silverman Cadentamp8217s Senior Vice President Network Sales amp160amp8220Most importantly buyers need to have relationships on the local level to understand varying market conditions specific to the local station in order to create a competitive buy for national advertisersamp8221Cadent works with Nielsen comScore GfK MRI MSA and Gracenote to provide verification and varying statistics on where to advertise and who viewed creativeWhat makes unwired networks attractive is the way advertisers can purchase syndication and target by daypartamp8220Syndication shows are expensive and as local shows reduce their syndication content they are increasing news contentamp8221 explains Green amp160amp8220News is very important to local stations amp160Syndication places you in whatever station itamp8217s on where unwired alternatives deliver the best shows in that market so you can avoid weaker shows amp160Unwired opportunities give better targetabilityamp8221amp8220We promote a nationalamp160footprint of aggregated local as a costeffective alternative to traditional media buysamp8221 adds Silverman amp160amp8220The national footprint of aggregated gathered local is more important than ever because of the challenges of inventory supply amp160Our way to offset supply and pricing challenges is to go through a local access point in order to create a national footprint using the local news inventoryamp8220We automate parts of the process including pushing an order out to over five or six hundred broadcast stations across the country and handling backend efficienciesquot he continuesamp160 quotThe client only has to provide creative and our buyers systems and analytics handle the rest amp160Using our buying and planning platform teams can create plans and execute media buys optimizing the inventory and stations needed to create a national footprint amp160Local newscasts provide strong ratings and our platform targets those markets and stations that best meet the clientamp8217s target demoamp8221On an unwired network advertisers control the daypart amp160For example a restaurant wants to advertise a dinner special during popular syndicated programs like Modern Family The Big Bang Theory and Friends amp160Rather than have the ad run during all syndicated airings the restaurant would select only those programs that air from 4 pm to 8 pm keeping the dinnerthemed ad out of an 11 pm time slotamp8220The industry needs to provide better transparency into delivery detailsamp8221 said Silverman amp160amp8220Cadent already does this with our analytics dashboard providing clarity down to the marketlevel and stationlevel of what was actually bought and delivered for the client amp160We believe transparency is key to a straightforward buying process and ultimately better campaign performanceamp8221Another challenge for national advertisers is a lack of supply amp160If you want to run an ad during the evening news you have 30 minutes available for purchase amp160Not only does this inventory sell out immediately it skews an older audience hence the plethora of pharma adsamp8220Since there is a lack of supply the CPM increases have outpaced the audience delivery requiring advertisers to spend more to reach fewer consumersquot says O39Neillamp160 quotUsing XACTV advertisers can mitigate these increases in CPMs and reach more engaged consumers in the local news segmentsamp8221One option is to bring national ad dollars to a local level amp160Buying local news offers a reach 25 higher than national broadcast news and reaches a younger audience according to Nielsenamp8220We find that a balance of local and national is keyamp8221 adds Cadentamp8217s Silverman amp160amp8220While ultimately ads are bought on a local level itamp8217s important that everything rolls up to a national ad footprint amp160You need to have an appreciation for local as well as the overall national marketplaceamp8221amp8220Audience composition is essentialamp8221 notesamp160Green amp160amp8220ABC has different skew than NBC or CBSamp160 A rating is not a rating amp160If you want an upscale ethnic audience ratings composition is different in every market amp160Local inventory is more highly targeted amp160If you buy a national ad you have to buy the whole footprint amp160You can focus unwired networks on key centers for an audienceamp8221The potential to scale is significantamp160amp160amp8220Next the industry will work to make the buying planning process even faster so marketers can get faster results from their buys and understand what worked bestamp8221 concludes SilvermanPhoto creditamp160 NASAUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Buy Local. Reach National. Technology and the Rise of the Unwired Network

Author

Publish date

Channel

Archived in

Amy Corr

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Buy Local. Reach National. Technology and the Rise of the Unwired Network

Enjoying This Commentary? There's More to Love

Amy Corr

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies