Local Advertisers are Competing with National Brands...and Winning (Video)

This isn39t hyperbole A local car dealership can now target consumers with the same precision as any OEM even scoring big in arenas like live sports advertising A regional furniture store can measure outcomes such as website visits and actual sales with the same sophistication as a national retail chain The technology exists The inventory is available The barrier to entry has collapsed and the rules of engagement for local TV advertising have been rewrittenThe question is whether those small and midsize businesses SMBs the vendors and the agencies serving them know how to apply those rules and winThey can acquire inventory on streaming TV platforms within their local markets leveraging the same data partners and attribution tools that big national brands use for their nationwide campaigns But given how fragmented the CTV marketplace is with thousands of apps publishers and platforms with varying degrees of quality advertisers without large teams or sophisticated buying capabilities could face the dreaded paralysis from analysis Which inventory actually works Which data providers deliver results How do you ensure youamp8217re maximizing your ad dollarsIn a recent interview on the podcast Insider Interviews with EB Moss Jones offered answersGetting Smart About CurationFor Jones who prides himself on the educational offerings his company makes available to the industry to amp8220rise all boatsamp8221 three key factors are smart curation omnichannel considerations and measuring outcomes He explained that itamp8217s more than simply curating content but quotsmart curationquot thatamp8217s critical quotAnyone can curate a lot of inventory or data providersquot Jones said but amp8220smart curation is leveraging the data to determine which inventory set or which providers help drive the outcomes you39re looking forquotIn practice this means using performance data to guide inventory selection rather than personal preferences or assumptions It means forecasting what39s available in specific markets for specific audiences It means taking the heavy lifting off advertisers who just want to know their campaigns are running in quality environments that deliver resultsquotWe have the publisher partners that we know are going to work best for themquot Jones explains quotWe39re forecasting what avails are going to be in their market to their specific audience and we can measure on the backendquotIt also means recognizing where the audience is consuming that content and enabling the brand to follow that consumption on any platform Context applies when the message is delivered in sports or in news on mobile or CTV Because people don39t experience media in silos In sports for example they may stream a game on TV scroll social feeds during halftime and research products on their phones later that night And yes Premion has the tools to identify the usage and deliver appropriatelyThe Omnichannel RealityquotThe advertiser has to be responsible for following that consumer wherever they arequot Jones says quotYou can serve that message on CTV but then how are you going to follow them when they39re on their mobile device Do you have retargeting Do you have a display adquotThis omnichannel reality requires sequential messaging telling a story across platforms rather than repeating the same creative everywhere And it requires measurement systems that capture the full path to conversion not just lastclick attribution that gives outsized credit to the final touchpointThe Outcome Over Impression PhilosophyThatamp8217s where one message Jones emphasizes repeatedly comes in outcomes matter more than impressions It39s a philosophy shift that many advertisers and agencies still struggle withquotYou can39t measure if you don39t set a goalquot he says quotFor any advertiser or any agency whether it39s simply reach and frequency at least you have a goal you39re trying to measure against Or if you39re trying to drive website traffic because you39re a local business or brand awareness because you39re a bigger brand so aim for brand lift studies or sales transactions all these are different goals or KPIs that could be leveragedquotThe tools to measure these outcomes can range from pixel placement for tracking website conversions and online transactions to attribution models that connect CTV exposures to consumer behaviors like instore purchases The real differentiator is having the right technology partner one that can help you redefine how you measure successJones shared an example from the automotive vertical quotWe39ll layer on some additional tactics going more mid to lower funnel to see if we39re driving more sales from this market or another We can tie back those actual sales transaction data and say 39You moved this many SUVs or sedans in each market39 Then you39re using datadriven decisions from that campaign to build out the next quarter or next monthquotThe Sports ScoreCircling back to the sports example Premion is betting on programmatic to further level the playing fieldquotIt39s exciting that the inventory39s being made available programmaticallyquot Jones explained And given CTV consumption habits added quotWe39re agnostic We don39t care what platform the game is being served on We just want to be able to have access to that game and provide that access to the advertiserquotFor SMBs this represents a dramatic shift Sports inventory was historically either too expensive or locked up in complicated deals with broadcasters who owned the rights Now with Premion39s programmatic live sports offering which launched earlier this year local businesses amp8220get to be in the same live events as some of the big national brandsquot Jones said quotIt helps their perception it helps their credibility It aligns them with their local community and engages with that fan basequotWhat to Look for in a CTV PartnerFor agencies and advertisers evaluating CTV partners Jones offered clear guidance look for the TAG Trustworthy Accountability Group seal of approval which indicates a partner39s commitment to combating fraud and maintaining brand safe quality standards and seek three strong offerings inventory data and measurementFor local advertisers willing to embrace these tools set clear goals and measure real outcomes the opportunity has never been bigger The playing field has been leveled Now it39s about who39s willing to adaptPosted 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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Local Advertisers are Competing with National Brands...and Winning (Video)

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E.B. Moss

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Local Advertisers are Competing with National Brands...and Winning (Video)

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