Dan Kelly of DISH Media Offers a Multi-Dimensional Media Plan for Holiday Marketing

Based on what Kelly is seeing right now with his clients he is expecting a longer shopping season one that will essentially start right on the heels of back to school That39s good news for everyone but he cautions that there are some challenges ahead Here is his plan for making the most of this extended sales opportunityMake Your Buy MultiDimensionalquotOn the buy side brands have come in a little earlier a little longer and are utilizing some broader targets to their approachquot Kelly says quotThey have widened up some day parts widened up the demo target itself and are trying to go beyond their shortlist of goto eventsquot To counter this buying trend Kelly recommends taking a multidimensional media approach quotIt39s digital it39s TV it39s connected TV it39s mobilequot he explains quotYou really do have to balance the need for some highvolume programming with impressionbased targetingquotFollow Consumption PatternsThe last year and a half accelerated how the viewership patterns have changed It39s not just traditional TV or CTV or social it39s all of them often at once quotDon39t wait until you39ve laid down or you39ve picked up these bigtime programs or day partsquot Kelly suggests quotWork with that core targetquot The same goes for social With the growing restrictions on tracking and the number of people who are choosing to opt out Kelly recommends shifting some of those ad dollars from social and TV to CTV and cable because it allows for better control and attribution tracking while tapping into how media is being consumed in the mainstreamPlan Around Your CustomerBe sure to put your customers at the center of your planning For Kelly that means quotfollowing them across the various different devices that they might use but also following them through their actual consumer journey amp8216Did they go online and start looking at something Did they visit a retail location Are they an existing customer39 By utilizing the data sets that are available with addressable TV you39re able to figure out at what point you need to speak to the client and the consumer about the different things that help you to retarget and to continue the conversationquotFind the Missing AudiencequotIf you39re not dimensionalizing your buy with cable and CTV you39ll be missing a large chunk of the audience and in many cases a new and unduplicated audiencequot Kelly cites that critical point where a campaign plateaus like with traditional TV campaigns amp8220Using retargeting and reach extensions allows you to still hit the wide audience cable provides and not get stuck on that plateau DISH Media for instance uses ReachBoosteramp8482 to help find the underexposed and unexposed consumers that linear campaigns can missquotSell in a DataRich EnvironmentConnected TV and addressable TV are all datarich environments that allow a deeper understanding of who39s watching and how they are responding This viewership data lets advertisers target their messaging specifically to the households that are in the clients39 demographic which helps them extend their reach CTV and addressable allow them to continue to find more and more people within their target audience that they would have missed by only doing a traditional linear campaignSee a More Direct ROIquotThe end all and be all is the ability to really prove the return on your investmentquot Kelly says quotUsing addressable we get to tie back toamp160numerous outcomes including direct sales matchback pixel tracking for web site visitations as well as retail location visitsquot He noted that DISH Media works with thirdparty vendors to do mobilebased tracking so they can determine whether the household that had seen the ad made their way to a retail locationPut Flexibility in Your Holiday SalesKelly assures us that it39s not too late to broaden your media mix for the holidays quotIn addressable and programmatic you have the benefit of activating closer to your sales periodquot he says quotThe wider your reach the harder it is to be flexible But when it comes down to precision you get more flexibility to activate closer to the holiday windowquotThe key thing to remember according to Kelly is to amp8220start your holiday campaign with your target consumer instead of a program because at the end of the day what matters most to a client is whether or not you spoke to their customers or to the folks that you want to be their customersamp8221 This is good practical advice for the holidays and beyondClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Dan Kelly of DISH Media Offers a Multi-Dimensional Media Plan for Holiday Marketing

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Steven Stark

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Dan Kelly of DISH Media Offers a Multi-Dimensional Media Plan for Holiday Marketing

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