Ampersand Unveils Insights Tool to Balance Local Strategies and Maximize Media Buys

How can I find the viewers I need to reachHow can I plan and execute buys betterHow can I improve my performanceHow can I better plan my next buyBuyers have noticed that answering those questions is easier when they39re buying nationally versus locally That39s because local data has not been as readily available to media buyers as national data Natasha Sinagoga Regional Vice President of Local Sales at Ampersand believes that the challenge has been processing the sheer amount of data out therequotThink about all of the data in a DMA being pulled together by different names of clients and advertisersquot she says quotYou have Toyota as a company and Toyota as local dealerships So the local portion has been a heavy liftquotSinagoga and her colleagues at Ampersand have done the hard work to find a solution They have just recently announced capabilities that will significantly improve the speed at which marketers can access local viewership data in their AND Platformamp8482 which will provide a more balanced and nuanced picture of local viewership This tool will give brands a direct view into recent or current campaigns to see where media strategies are falling short on effectiveness and help them focus on what is workingFueled by aggregated data from 65 million households and committed to protecting private information these new insights could change the way marketers understand and leverage the combined reach and efficiencies of their local and national linear TV ad buys Brands can also activate these findings within Ampersand39s media portfolio which represents the largest share of multiscreen TV inventory in the USBigger More Actionable Local DataAmpersand represents 116 million households and reaches advertisers across all screens including cable set top boxes OTT and CTV Because of their direct relationship with Charter Communications Comcast and Cox they have scale that39s national but can also be focused down to the zone or DMA Sinagoga notes that they have quotdirect access to all of that inventory so we are their representatives across all those screens Not just linear but any way that you39re getting access to watch cable programmingquotThe benefits of better local data are significant It can help eliminate overspending on broadcast work past growth plateaus avoid unexposed or overexposed audiences and shift dollars to cable crossnetwork and dayparts for a more effective campaignTrue Next Generation InsightsAs you can imagine data like this goes way beyond just age and gender Ampersand has over 1500 different segments so they can help agencies to better plan and execute their media campaigns against custom targets Advertisers can also integrate their own firstparty data into the mix making it even more personalized Being able to give data against a custom target whether it39s the advertiser39s own data or Ampersand39s can get a better eCPM for hitting the right person so there will be less waste This is digitallike accountability for televisionquotLet39s say you are a grocery store You could see how your campaign did in Detroit You could see performance if you bought broadcast and cable or see performance if you just bought cablequot Sinagoga says quotSo that39s what we39re really excited about having next generation TV insights that we39re going to be able to access in an automated fashion so marketers can simply fill out a form and receive the reportsquotAmpersand still uses Nielsen as a shadow currency and understands its importance but the clients who use these new insights tools are finding areas where they can be more efficient because they39re not all trying to be in the same place at the same time With daypart optimization across broadcast and cable there are more areas of opportunityNew Capabilities for Better CampaignsAmpersand39s new capabilities will allow planners to pull multiple reports including their campaign summary impressions share reach curve and frequency curvequotWe39re confident that this data will help them plan their campaigns better and then in return their clients will see an increase in ROIquot Sinagoga explains quotWe39re not going to say we win on every demo or every daypart or every area But if you39re showing the data from all viewership it builds a better picture of where and how you can plan a better media campaignquotI think it was really important for us to be holistic of the TV viewershipquot she adds quotNot just focus on local cable but also local broadcast I think when you show that the story becomes obviousquotIf you39re a marketer looking to bring efficiency and effectiveness to your local or national TV campaigns click here to get an insights report directly from AmpersandClick 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 MediaVillageorgMyersBizNetamp160

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Ampersand Unveils Insights Tool to Balance Local Strategies and Maximize Media Buys

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"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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