NY Interconnect: Diverse Portfolio Approach to Media Buying Delivers a Strong ROI

The ability to place buys across multiple types of media and content choices in one system can yield striking results quotThe buy rate of audiences that see the advertisement on linear and streaming ends up being more than double on every attribution studyquot said Jeffrey Starr Digital Sales Manager at New York Interconnect NYI The company39s Audience One platform builds campaigns to run across linear and streaming environmentsThe importance of combining media in each buy reflects changes in consumer behavior According to Statista 70 of television viewers in the United States are using a second device while watching programming In theory if a target customer is not seeing an advertisement on their flat screen in the living room through linear television they will see it on their tablet or phone noted StarrIt39s kind of like having a diversified financial portfolio he explained Any good financial manager will encourage an investor to diversify rather than invest in one or two stocks In the long run that leaves the investor less vulnerable to market volatility and more likely to receive a bigger return on their investment With a diversified media buy quotyou39re not overexposing yourself to one positionquot Starr noted quotYou39re extending your reach and your exposure and getting a better ROIquotNYI data helps prove his point As a baseline consider that households exposed to an ad campaign via TV or digital resulted in an 80 incremental sales lift when compared to unexposed households However the exposed buy rate more than doubled when comparing households exposed to TV or digital with households exposed to both TV and digital Thus consumers exposed to the campaign via both mediums had an even higher conversion rate In one particular report a campaign utilizing both TV and digital yielded a 90 return on each dollar spent overallThe onestop buying experience that NYI provides takes the guesswork out of who39s watching what where and when by combining all the viewing options onto one buying system Starr said Those options include reaching ondemand streaming and app users as well as what Audience One considers to be traditionalists who are watching linear TV This datadriven multiscreen focus shifts the decision of what to buy from specific programming to audienceAuto advertisers are certainly reaping big rewards with this approach And that39s imperative according to Starr Even though supply chain issues have led to low inventory combined with an inflationary economy people are still buying cars and will continue to do so in the future Auto advertisers need to stay top of mindA key ingredient to satisfy automotive client needs is attribution studies For example Audience One is able to analyze a given campaign39s results by using attribution studies that combine exposure files It cross references anonymized information about who saw a given ad and when they saw it with public carregistration data The system also tracks purchase rates and determines what the incremental lift was for the media buy That information is then provided to the advertiserSolutions like the Audience One platform are another example of the industry trend away from the traditional costperpoint method of buying television and toward a datadriven audiencefocused impressionbased approach The goal is to reach an advertiser39s target market wherever that person may be in their customer journeyStarr39s team focuses on both the regional and national media buys quotWe try and help educate and we build campaigns that will be successful on all our digital productsquot he notedA joint venture of Altice USA Charter Communications and Comcast the Audience One platform is unique to the New York Market Its media options are available in more than 76 million households and to over 22 million consumers The sheer size allows solutions like Audience Once to precisiontarget an audience while delivering reach something that smaller markets can39t do as effectively Starr concludedClick 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 MediaVillagecomMyersBizNet

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NY Interconnect: Diverse Portfolio Approach to Media Buying Delivers a Strong ROI

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Joanne Tombrakos

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

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