Self-Service: A Game-Changer for Media Companies and Small Advertisers

But when it comes to selfservice advertising there is no phrase that better describes what this innovation means for hundreds of thousands of local and regional advertisers as well as for the traditional media companies that are deploying these tools amp8212 once the sole domain of adtech platforms such as Google and FacebookSpectrum Reach39s advertiser selfprovisioning platform called the Spectrum Reach Ad Portal is now available in 16 markets including Charlotte Dallas and Tampa It will be available to advertisers across Spectrum39s entire footprint by the end of 2020 The Portal is backed by anonymized and aggregated audience data so businesses of all sizes can plan TV campaigns that reach the right customersKline says that hundreds of advertisers in quotall types of businesses amp8212 restaurants realty companies retailers dairy farmers tattoo studios musiciansamp8230quot amp8212 are already using the platform to tap into the power of television that was previously unavailable to advertisers without agencies or those lacking the ad budgets to warrant being called on by a cable or broadcast television salespersonquotLet39s face it even the best commercial isn39t going to make you drive across an entire market for a pizza But if you39re 10 minutes away you mightquot Kline says quotWe make it economic and easy for advertisers to reach consumers near them with the most powerful brandbuilding medium amp8212 and they can just put it on their credit card and buy as much or as little as they wantquotKline explains that these small businesses can upload images and have Spectrum Reach create a commercial all right from the portal quotThese are advertisers that could never be on TV beforequot he says quotand we know it39s working because they39re coming back to renewquotLevell Sipple is one of those renewing advertisers He is the owner of WorldSmart LED in Kansas City which sells lighting products to consumers and contractors He says that in the seven months he has been using it the Spectrum Reach Ad Portal has yielded dramatic growth for his businessquotI learned about the Ad Portal from a TV commercialquot he says quotI was a little nervous about going through the system but it was easy amp8212 painless I selected my demographic my area and the distance from the store that I wanted to cover It let me view the commercial and then it did a confirmation for me and whammo I was donequotSipple says he later spoke with a Spectrum Reach customer service rep who provided him with the times the commercial would air quotA few days later I watched it at home with my family my kids were like 39Dad you39re on TV39 The best part was about a week later new people started coming into the storequotSipple said that having his business appear on networks such as AampampE TLC Weather and others has been a gamechanger quotWe39d investigated TV before but the quotes we got seemed crazy for a business our sizequot he says quotAfter we totaled everything up it was going to be thousands and thousands of dollars With the Ad Portal we started with a budget of 350 and the very first customer we had from the portal came in and spent 280 so we knew it was a smart move right awayquotWhen Sipple raised his weekly budget which increased the number of commercials to run in prime time and boost the number of impressions the campaign started working even better He can handle most adjustments to his campaign on his own but appreciates that help is just a phone call awayHe has adjusted his commercial to emphasize reaching commercial or residential customers changed the geography to focus on the area closer to his store and renewed the campaign several times Each change increases the number of people mentioning the commercial More important to him and his partners the company has acquired several new contractors as clients directly attributable to the ads He39s also seen consistent quot10 percent 10 percent again and 30 percentquot increases in overall sales volumeNebraska Furniture Mart Sipple says is a huge furniture store with every type of lighting and furniture quotTheir commercials run constantly and they39re probably making millions and millions of dollarsquot he says quotBut when we39re on TV we39re as big as they are And it39s easy I would tell any business looking to increase their bottom line and do it in an affordable way that the Spectrum Reach Ad Portal will help them to reach the masses It lets a small business become a big businessquotKline says that kind of reaction isn39t unusual for small advertisers experiencing TV advertising for the first time He likes knowing that his organization can help small businesses as much as it helps the largest advertisers that have agencies or work directly with Spectrum Reach sales executives quotWe have perhaps 30000 advertisers who work with us each year in a traditional way amp8212 bigger more complex accounts that require a salesperson39s expertisequot he explains quotThat39s not changingquotKline points out however that what the marketing his team is doing for the Ad Portal is also helping to attract larger advertisers that want to work with a representativeThe Ad Portal Kline notes allows Spectrum Reach to reach many many more of the advertisers in its footprint in a frictionless way The ability to scale is the gamechanger quotOur mission is to be the marketing platform of choice for our customers and to help them grow their businessesquot he says quotBusinesses of all sizesquotDon39t stop now Stay in the know on Spectrum Reach with more from Spectrum Reach InSitesClick 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 MediaVillagecomMyersBizNet

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Self-Service: A Game-Changer for Media Companies and Small Advertisers

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Kathy Newberger

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