Breakthrough in the Control of Excess and Insufficient Frequency

We all know what happened instead In todayamp8217s digitalfirst world TV is no longer the base in the buy And what happened to frequency capping Everyone does it for their own platform but a normal buy of 30 platforms still has tons of excess and insufficient frequency Letamp8217s say you tell each platform to cap it at 6 frequency for the campaign with 30 platforms some folks will still be receiving the same ad 180 times in one flightFrequency capping can only work if the buy is consolidated through one pipeAnd letamp8217s not forget insufficient frequency it is as big a problem as excess frequency In any typical campaign using digital TV about 70 of the people reached are getting either too little or too much frequency This is illustrated in these two slidesamp160Note that the pattern is almost identical in digital and in TV the only difference being that itamp8217s much harder to get high reach in digital Linear is the only video type where a welldistributed campaign can get high reach as shown in the Nielsen ONE slideSo what is this new breakthrough Itamp8217s called UltiMedia and itamp8217s a unification system that enables multitudes of sellside and buyside entities to optimize in both directions at once that IP came from my company NCM and is now owned by Bill Harvey Consulting BHC The only practical way that both buy and sell side can optimize at once is by increasing the sales effect and that technology comes from BHC and RMT which each have many proofs of lifting ROAS and branding effects The foundation of the system comes from tvbeat a company that unifies all of the inventory of video sellside enterprises for yield maximization and programmatic delivery has 40 clients in nine countries including Spectrum in the US Sky in Europe Foxtel in Australia et al and has many proofs of lifting yieldThe business plan of UltiMedia is to pool television inventory from all interested parties not all of their inventory just a test sample at first probably the inventory that is hardest to sell At least one of the top agency holding companies has already expressed interest in doing business with UltiMediaWhile the catalytic idea was to solve the WFAANA 60country bamp234te noir of excess frequency UltiMedia actually solves many problems at onceMaximizing reach against the best brand growth prospect target at the lowest cost per new customerMaximizing the value and yield of all premium video inventory and thereby restoring profitability growth to the television industryInterconnectivity with all relevant industry systemsMaximizing efficiency of workflowMaking all linear inventory through the system programmatic with a 96 reduction in programmatic middlemen costA better consumer experience no excess frequencyFillin of missing reach and of insufficient frequency with addressableThe best news is that tvbeat which is the foundation of UltiMedia is already doing most of these things RMT is also at 100 readiness for the mission and it will not take long to build the BHC optimization layers since they have all been built by Bill Harvey before for other companiesOnce proven to its customers and scaled with more inventory UltiMedia will be like the digital giants except not a walled garden and with more ROAS no fraud and no brand safety risksWe are not alone in thinking this way TVB with Magnite and ITN has separately conceived a portion of this plan Universal Ads is executing a digitalonly version Audyns is also biting off something smaller in the same direction Perhaps we can gather these geniuses together to make UltiMedia a true industry collaborationPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 MediaVillageorgMyersBizNet

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Breakthrough in the Control of Excess and Insufficient Frequency

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