Q&A: Nancy Arnold on Addressable's Role in DRTV

To learn more about how Diray Media leveraged addressable to achieve a higher return on investment view theamp160case study on DISHMediaSalescomI spoke with Nancy about how Diray has pivoted in this new age of viewing behavior to incorporate addressable TV into the media mixScott Berger What led you to execute your first addressable TV campaignNancy Arnoldamp160It was about ensuring our ads were reaching the right people In a word targeting Representing multiple toy brands during 4thamp160quarter 2016 we had concerns about the challenges of airing as many commercials as our clientsamp160requireamp160solely on children39s networks especially during the highly coveted holiday season when all advertisers are buying up similar inventory Knowing we were ultimately looking to get in front of parents the ones with the purchasing power we approached DISH Media Sales which suggested a more agnostic approach an addressable buy that targeted households with children This guaranteed that all ads served were delivered to our parent target audience and aired only during active viewing experiencesBerger Why are many DR agencies hesitant to adopt this approachArnoldamp160The idea that a marketer would have to pay a premium CPM has been the main resistance point in this vertical What is not widely understood however is that at the end of the day the spend is proportionate to the value received By eliminating the nonrelevant households and only serving ads to the qualified homes we increased the worth of the impressions tuning inBerger How did addressable TV compliment your overall media mixArnoldamp160We ran many campaigns in tandem with our addressable buy so we had a strong digital presence and were serving ads across multiple channels to specifically targeted viewers What addressable did for us though was provide our clients that soughtafter platform which proved to be effective at reaching the buying audiences The team will continue to use targeted ads on digital channels coupled with the reach across millions of targeted homes through national cable to achieve the campaign KPIsamp160These ads were full screen airing during premium contentamp160and guaranteed to reach our desired households while they were tuned inBerger What was your biggest takeaway from running an addressable campaign for a DR clientArnoldamp160An important distinction to make in DR is that generating ROI for a campaign is not just about making your phones ring or getting someone to visit a website right after an ad is served As consumers ourselves we all know how viewing behavior is changing and how often people are distracted while watching programs It is becoming increasingly less likely for consumers to make that immediate action following a commercial Addressable affords us the opportunity to track purchase behavior in the weeks to months after a campaign and directly tie it back to that ad amp160even for those consumers that don39t pick up the phone right away This continues to prove to be a far more accurate ROI measurementBerger What type of success did you see from this specific advertising which included DISHArnoldamp160Executing that addressable buy alongside our linear TV and digital buys in 4Q16 allowed us to get in front of more qualified viewers and resulted in ultimately higher sales along with several hundred thousand store visits As a matter of fact retail sales more than doubled even after the necessary adjustments for holiday bias In one specific case a manufacturer who experienced increased successamp160not only created multiple brand extensions but is also increasing their shelf space for 2017Berger How will you move forward with future media buysArnoldamp160Our findings from this campaign allowed us to dissect exactly what worked and what areas should be refined such as adding deeper levels of targeting Addressable buys will be included as part of our media mix in future campaigns and will only become more informed and datadriven as campaigns continue to move forward and growTo learn more about how Diray Media leveraged addressable to achieve a higher return on investment view theamp160case study on DISHMediaSalescomScott Berger is the General Manager of Direct Response andamp160Paid Programming at DISH Media Sales Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersIf you no longer wish to receive updates from DISH click here

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Q&A: Nancy Arnold on Addressable's Role in DRTV

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