Moving the Local/National Spot TV Needle at MAGNA

quotWe39re at a point where we have great opportunity to change and evolve and really move this forward in a great wayquot says Doyle MAGNA39s executive vice president of local investment quotThere39s great potential right now provided we do the things we need to do to change this business and keep it as a good and great option for our clientsquotUnder her department MAGNA itself an enterprise owned by IPG Mediabrands is undertaking a number of initiatives to expand the assortment of localnational spot campaign sponsors and where they can deploy those campaigns beyond designated avails on broadcast cable and multicast channels One is having Hudson MX build out an endtoend technology infrastructure that facilitates more effective ad campaigns to reach specific audiencesAnother is encouraging the growing number of smart TVdistributed programming services along with the smart TV set and gadget providers facilitating that distribution to carve out local and national spot opportunities Conversations are underway amid a big push by top ad agencies and media buying organizations this Upfront season to shift ad budgets from other media into the smart TV environment quotWe39re definitely seeing more interest from some of these providers in local as they see other people tapping into it and taking great advantage of itquot Doyle observes quotIt39s definitely possiblequotOne more course MAGNA is pursuing to drive localnational spot business is encouraging more of their clients to adopt a payforperformance model with these campaigns quotIt39s basically making sure the client gets the impressions they pay for within the campaign as orderedquot explains Doyle quotIf we buy 10000 impressions we get 10000 impressions in that campaign flight or when the flight is over we just take a credit for the difference for whatever that gap is from order to delivery Everybody39s done with it and we all move on Those we39ve worked with on the sales side have seen great successquotMAGNA39s payforperformance strategy began three years ago with one client and as of this month close to 40 percent of localnational spot campaigns involving agency clients are managed through the process Doyle expects that usage to catapult near 100 percent by the end of 2021quotClients get what they want when they want itquot she continues quotThe sales side have more inventory now to put into the open marketplacequotFor Doyle efforts by the ad industry at large to expand the localnational spot TV business and not be left behind by dramatic adoption of smart TV product and content options depends on a mix of new tech and sales philosophy quotFirst and foremost embracing technologies that make the business processes easier and more efficient to operate in general When you look at local we39re buying 210 markets and national is buying one marketquot she understands quotThe overhead is incredible on both the buy side and the sell side and what we need to do is embrace every single bit of technology we can to eliminate the lower value workquotAutomating some of that critical workload is one step forward Better and more conclusive data research leading to the development of campaigns that address habits of specific demographic and geographic audiences is another quotBeing able to harness that amp8230 where I can apply data to audiences in Paducah or Los Angeles amp8230 it doesn39t matterquot Doyle suggests quotIt takes the same amount of effort the same amount of work and will deliver great results for my clients in both locationsquotDoyle is optimistic that the megacontent services launching adsupported formats this year HBO Max discovery Paramount and Spanishlanguage PrendeTV will introduce localnational spot commercial pods at some point So will Peacock which started it adsupported version last summer That can be a dooropener to a trio of new directions for localnational spot sales namely addressability interactive commercials or campaigns and commerce where viewers can order merchandise or services via smart TV gadget remotes or their voice with assistance from Alexa Google Assistant Siri or similar features powered by artificial intelligencequotI like interactivityquot Doyle acknowledges quotIf you find the right audience and then the right message for them that39s a nice layer to the processquotFrom Doyle39s perspective complacency is a death wish in this business quotLocal TV must be constantly reevaluating and looking for smarter ways to do businessquot she asserts quotWe must be highly proactive investing in technology service and stewardship systems along with progressive sales and management strategies to compete in the broader media markets National and digital media are widening the gap and will continue to eat our lunch if we don39t evolvequotClick 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 MediaVillagecomMyersBizNetamp160

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Moving the Local/National Spot TV Needle at MAGNA

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Moving the Local/National Spot TV Needle at MAGNA

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