Optimizing Your Cross-Media Planning. Guidelines by a4's Kevin O'Reilly

The Value of CrossMedia PlanningCrossmedia planning involves according to O39Reilly quotreaching households that you need to with the appropriate efficiency and the appropriate frequency for targetingquot This process requires deftness quotWhen you build a planquot he explained quotthere are many options such reach based planning targeted audience buying or even onetoone targeting But with that there is a tradeoff in cost and to be honest data accuracy How do I make sure that I am achieving the greatest efficiency that I can I want to make sure my clients are reaching their correct audiences without waste So when it comes into that understanding of the full sales process it39s about the conversationquotBalance in a plan is vital quotWhen you look at cross platform you have to ask the question how do I establish the most efficient base How can I get from a good pricing perspective the majority of my reach And only after that start paying for incremental reach start using the targeting platforms all the while controlling the frequencyquotThe Components of CrossMedia The two big core pieces of media in a4 Advertising quotare local linear spot advertising a commercial ad on a local TV spot in a market on a station on a specific point of time in a day delivering to as targeted region as a few thousand households Then there is OTTquot he stated And when the client requests it household addressable which quotgives us the ability to reach a set of targets specific on cablequot All of these are means by with the advertiser can reach the quotbig screenquotThere is also DirecttoMobile which O39Reilly explained quotis our own messenger product which has the ability to target very specific households within a very local regionquot The platform I also designed the platform to allow a customer to be live in 30 minutes by focusing on textbased messaging though links can take you to richer data quotIt can take you directly into the video that we have been showing on the big screen or if you are a local retailer could actually be your address on Google maps or some other form of sequential messaging that you would want to put in front of the customerquot he addedThe Importance of Data and MetricsThe wealth of data available to a4 Advertising is focused mainly within their footprint although there are also opportunities to work with data from outside partners Within a4 Advertising quotwe have deterministic device graphsquot he noted quotwe have fully anonymized unique household IDs so when it comes to targeting we are leveraging this anonymized key to reach across all of our various digital assetsquot And he added quotOn top of our set top box data we also supplement with ACR data with vendorsquot All of this revolves around privacy which is secured through an anonymized key quotWe never see the household dataquot he assuredWhen it comes to metrics quota lot of our clients and agencies out there are still relying heavily on ratings and reachquot he revealed quotFor me helping customers understand the cost of incremental action that we are generating whether that is reach or frequency or further down the attribution funnel is the critical step to efficient planning Key to this is concept of effective frequency specifically how many households am I reaching inside my frequency goals not just average frequency which hides the wastequotBut he advised quotit39s becoming increasingly important for advertisers to understand the data that are being used inside the ecosystem Understand the source of the data when you are talking with your partners about doing targeted ads Make sure that the data reflects that you are reaching who you think you are reachingquotPerfecting CrossMedia PlanningWhen it comes to launching a cross media plan O39Reilly offered some cogent advice for advertisers quotUnderstand what it is that you are trying to achievequot he noted quotWhat are the critical business metrics that I am looking to achieve Am I trying to get more people to buy my product Am I trying to get people to the top of my funnel What is my internal sales cycle What is the business outcome I am to achievequot That is the starting point Then you need to find the media quotthat activates customers from this part of the funnel to have a conversion event to get them through the next part of the funnelquot he explainedUltimately it comes down to perfecting timing quothow much business activity am I trying to drive to a point in the future Then there is a work back calendar when you start to think about how to best treat specific customer segments when does that campaign start when do we have a flighting structure maybe building up to crescendo in the final two weeks reiterating the messagequot he statedWhen it comes to the future with the impact of the pandemic taken into account O39Reilly is bullish quotIt will definitely be more digital The way people are consuming linear is changing as is the increase in bandwidth which creates even more opportunities Two years from now IPV6 will be 39a thing39 We will make that move from being just household addressable into individual devices beyond the routerquot His enthusiasm is infectious It looks like the future of cross media planning will be even brighterClick 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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Optimizing Your Cross-Media Planning. Guidelines by a4's Kevin O'Reilly

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