To Maximize Reach, a4 Advertising Combines Linear TV and OTT

quotIn an environment where consumption is shifting constantly that39s how you maximize reachquot noted Caitlin Monaghan pictured at top a439s vice president of national advertising a4 Advertising the inhouse sales organization for New Yorkbased cable operator Altice uses a householdbased approach to execute multiscreen campaigns for local and national brands In 2015 Altice acquired former New Yorkarea cable operator Cablevision giving it access to critical settop box data which a4 deploys for targeted addressable ads Now a4 Advertising uses data from MVPD providers nationwide as well as other first and thirdparty data to craft buys that span broadcast and cable networks and OTTa4 Advertising builds optimized linear TV plans that are built on a target audience and enhanced with data that ranks networks and dayparts for their delivery of the intended audience In conjunction they build a complimentary plan for buying ads on OTT platforms delivering even more targeted consumersMonaghan said broadcast and cable TV play a vital role in the ad ecosystem quotLinear TV is an extremely efficient medium It39s the most efficient medium because of its reach and it is very powerfulquot she saidWith optimized linear TV and OTT a4 Advertising can improve targeting and effectiveness quotThere39s a lot to be gained by combining the twoquot Monaghan saidThe overall approach is to begin with a detailed audience It works like a layer cake a4 Advertising uses linear TV as a base and creates an optimized linear plan to figure out which households are most likely to receive a message which creates a foundation for reach Additional users are then reached by OTT which targets the low or neverexposed households on linear TV that are instead picked up via OTTThis method is more effective than utilizing them separately Monaghan explained because that could result in repeat or missed consumers For example if there were 10 available households planning and buying linear TV and OTT in silos could reach six of those combined Using its data and analytics a4 Advertising scores the 10 households from high to low probability to receive an ad Then they target low probability homes with datainformed OTT buys to try and increase reach quotNow you might reach eight out of 10 homes and you39ve extended your reachquot she saidRecently a4 Advertising has been working with clients in the education vertical that are looking to grow their customer base Seeking reach the company had been buying TV but felt they were still missing potential consumers A midcampaign review proved this to be right so a4 Advertising stepped in to shift some optimized TV dollars into different networks and dayparts and added more OTT to increase incremental reachBut a4 Advertising is aware there are still more available households to target said Monaghan Some marketers might worry they39re duplicating audiences and increasing frequency rather than reach but Monaghan turned that notion on its head She contended that if a user has multiple exposures the frequency can solidify brand awareness and spur action quotI don39t think overlap is a bad word It can keep you top of mindquot she saidWhat about marketers who are considering buying digitalvideo or social media over OTT OTT delivers more engaged users says Monaghan Many online and mobile users are browsing content and can gloss over ads or use ad blockers OTT employs direct IP addresses to deliver ad messaging to specific households increasing the precision and accuracy of an ad deliveryquotWhen you sit down to watch a show it is very purposeful Also many viewers are accustomed to ad breaksquot she said quotYou know that the consumer is going there to watch something that they love and are more likely to consume the adsquotTo determine the right mix a4 Advertising takes its brand partners through a multistep process First they review the campaign39s goals and budget and then allocate resources for TV and OTT Typically 70 percent of the available dollars go to linear TV and about 30 percent to OTT Over the course of a threemonth campaign flight they39ll refine the mix every 24 weeks Along the way a4 continues to evaluate and score additional households for possible OTT exposure which could be added quotThat way a4 Advertising is growing the OTT pool and extending reachquot Monaghan explainedAfter an initial buy a4 uses its analytics to refine its methods and typically conducts a review midcampaign Sometimes the reach is optimal and they stay the course In other instances a brand might increase its OTT use to reach incremental homesWith marketers under pressure to prove ROI Monaghan said that kind of support is a differencemaker a4 Advertising offers a full team including linear TV experts client services specialists data analysts and tech supportquotEspecially in today39s world where there is so much uncertainty that having a team behind you that you can call up and you39re having constant conversation that39s a huge benefitquot she said quotIn this current climate you need to be flexiblequotClick 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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To Maximize Reach, a4 Advertising Combines Linear TV and OTT

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Alli Romano

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