NYI's Betsy Rella on the Value of Audience-Based Marketing

In the recent past audiencebased marketing has been viewed as a customized opportunity for advertisers For Rella however audiencebased marketing quotis table stakes at this point Marketers and agencies are thinking more strategically about how to use data to help drive revenue This approach of targeting specific audiences helps to eliminate waste increase efficiency and focus on the consumers that help drive salesquotWhether or not audiencebased targeting is appropriate depends on a campaign39s goal quotYou don39t necessarily need to target a certain audience if you are at the beginning of your product cyclequot sheamp160said quotBut if you are further down the line and you are honing in on a specific group then you are talking about audiencebased targeting You can do that with linear with addressable and with digitalOTT over the top as wellquotAudienceBased Marketing Campaigns in ActionNYI offers an expansive inventory selection from top distributors quotWe rep inventory for Altice Comcast Charter Direct Dish RCN Blueridge Frontier and Verizon in the New York marketquot she noted quotFor digital it is primarily Altice Comcast and Charter although we have other extension partners as wellquotWith the goal of measuring how a campaign performed across all screens impressions appear to be the one benchmark metric that enables buyers and sellers to link all platforms and data sources together to get a holistic view of campaign performance quotBeyond impressions we are also able to link datasets and measure attribution based on the exposedunexposed audiences and the outcome measures so we can determine which audience segments drove more sales website visits store location visits etcquot Rella explainedThe proof of the value of audiencebased marketing is in the deliverables NYI has conducted campaigns across several sales categories which yielded valuable insights quotA recent example was an auto advertiser that has done multiple campaigns with us and always asks for an attribution analysis as wellquot Rella said quotThe analysis revealed that targeted households exposed to both TV and digital delivered a higher conversion rate versus each element on its own and that digital increased the targeted reach by ten percentage points Thus layering digital onto linear provided a valuable reach extension and produced an overall ROI of more than 10quotFuture PlansThere are a number of initiatives that NYI is working on for the future including realtime reporting increased frequency of reporting throughout the campaign and an enhanced dashboard quotWe39re moving more towards the automation of our reporting as quickly as we canquot Rella stated quotWe hear from the clients that the campaign runs and then there is the attribution analysis which can take several weeks depending on the agreedupon attribution period They can39t wait So we are trying to speed up that process We are also trying to measure reach and frequency for all digital campaigns across our multiple partnersquotAs far as the future is concerned a few years from now I think everything that we39re working on will be in a more advanced statequot she continued quotWe are looking to continue our consultative process with clients and provide them with the detailed and actionable information they need to drive their business forwardamp160and ultimately drive salesquotClick 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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NYI's Betsy Rella on the Value of Audience-Based Marketing

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Charlene Weisler

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NYI's Betsy Rella on the Value of Audience-Based Marketing

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