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Very rarely shall the two twine. With the acquisitions of companies like Krux by Salesforce and TubeMogul by Adobe, these behemoths are moving beyond existing customer monetization and opening the door to a connected world of sourcing new customer prospects using search, social, display and in some cases, connected TV.
The next move for agencies and brands will be to break down the final silo of the digital world and create a complete and personalized user journey.
Quigley-Simpson executives offered eight ways to vet a PTV solution.
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The transactions must be enabled by technology, not merely dashboards. Look for access to linear TV inventory. Set specific criteria for the buyer or the seller and let the algorithm meet their needs.
While Ramirez was speaking of media broadly, the rise of performance-based buying and selling will have its biggest impact on TV advertising, I think. Performance dominates digital advertising, because it can be measured and optimized that way. And performance is what marketers truly want, fundamentally, when they buy. Advanced targeting is key to any PTV platform. Move beyond age and gender demographics; layering in first- and third-party data targeting is a must.MGTOW- The Los Angeles Dating Apocalypse: Why Dudes Are in for a Rude Awakening
Programmatic is much more than just a transactional tool for advertising. Ramirez acknowledged this is a challenge. Third-party verified posting is critical. Advertisers need schedule and cost transparency.
For example, a media schedule should provide details down to the DMA, network, time, and date that a campaign runs. Identify fully automated self-service platforms that enable a complete view and collect intelligence on where the biggest opportunities lie.
Michael Berg, associate director, cross-screen engagement, Quigley-Simpson, offered two case studies. One involved a campaign that targeted allergy sufferers.
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Since this target is hard to reach on linear TV, the agency monitored conversations on social media around specific brands, as well as conversations about specific TV shows. The Nielsen data was refreshed on a weekly basis.
Multi-cultural partner agencies on the campaign included: The media planning agency was GP Generate. The campaign directs people to bewaterwise. March 8, How Performance Media Is The New Programmatic Ever since John Wanamaker uttered his famous quote, advertisers have long pondered over which half of their advertising is working.
Brand marketers that have not fully embraced performance media and measurement, are squarely left in the dust asking themselves and those around them an even more basic question: With the exponential growth of the digital ad landscape and corresponding growth of measurement technologies and platforms, we can not only accurately target consumers, but track and measure just how much our campaigns are impacting consumer behavior, and yes, even sales.
Social paid and unpaidpaid search, digital campaigns display, mobile, videoretargeting, SEO, SEM, Web site marketing and email drip campaigns — all of which can be tracked and measured. Sure, they may tell you otherwise, and sure, many of them measure reach, click-through rates and maybe even engagement rates, but are they tracking indicators from the media all the way down to your sales?
If not, you really need to have that discussion with your agency. For the longest time, agency folk have floated the idea to clients that campaigns are either brand building or performance-based. And never shall the two intertwine.
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If your agency can offer you transparency as well, then you have the big three components that will bring you the best efficiency and impact — and will ultimately produce better sales for your brand.
Integration across the continuum of creative, media and content is the new nom de guerre. Of course, you need a deep understanding of the cultural, economic, business and consumer behavioral underpinnings impacting your business, and how they inform messaging and content, customized to your audiences.