New York Interconnect Proves That a Small Sales Org Can Compete with the Giants

We sat down with Ed Renicker CEO of NYI to find out how the little New York TV media buying corporation that could and did found itself at the top of this annual industry list and what their future plans are to ensure that they stay therequotNYI has that rare advantage of operating like a small business with the support and resources of major partnersquot Renicker said quotThis gives us the ability to do two things First maintain close personal relationships with all our clients and second to give clients access to the most innovative ad and content platforms When we say we reach New York audiences everywhere we mean it So I believe these two components quite often exceed our clients39 expectationsquotInnovationNYI ranked No 1 in Innovation a feat not easy in a techheavy advertising space Much of it can be attributed to Audience One the multiscreen platform they launched in 2018 as soon as the joint venture was created with partners Altice USA Charter and Comcast Audience One integrates TV content into one holistic marketing platform incorporating TV digital video on demand live streaming OTT and exclusive network sponsorships all for an endtoend media planThe real topper here is that unlike other media sales organizations NYI is not limited to the inventory of their partners They39re able to integrate any new ad platform that reaches the New York market audiences leaving them with a powerful combination of cuttingedge technologiesquotNew York Interconnect NYI has been an industry leader for over three decadesquot Renicker noted quotIt39s really a time of great transformation in the media space with more platforms and quality content than ever before In this revolutionary ecosystem NYI continues to navigate the everevolving TV landscape through our groundbreaking Audience One platform Together we continue to pave the way for the future of TV media buying across all screensquotProactive Impact CommunicationsNYI was also recognized as the leader in Communicates Value and Proactive Impact and for Renicker that success is no surprisequotBeing proactive has always been part of the fabric of NYIquot he explained quotWhether finding the next great opportunity for our clients or recognizing an industry trend that we think our clients need to be aware of our sales teams at NYI never stop looking for the next great movequotFor those of you who read or participate in industry and trade publications and events you can39t help but notice NYI39s thought leadership speakerships and press everywhere Their initiatives to communicate value and information to the industry are clear quotWe pride ourselves for always moving the conversation forward when it comes to our industryquot Renicker said quotWe39re always eager to share our latest research and findings with not only clients but with colleagues because we believe that anything that advances our industry is good for everyonequotMarketing During the PandemicThe Myers Report client satisfaction study was fielded during the pandemic in 2020 In such an unusual and difficult year the question is how did NYI manage to steer their clients39 strategies to success especially when New York was initially the epicenter of the pandemic in the USquotWhen the pandemic hit New York our teams were forced to chart a new course for each of our existing clients as well as some new ones all without ever even being able to step foot back in the officequot Renicker recalled quotOur sales and support teams all quickly recalibrated reallocated and rebounded from this setback in a way that not only left the company reaching its 2020 sales goals but also helped to ensure the continued success of our clients their brands and their verticalsquotNYI39s MultiPronged Approach During the Pandemic Renicker was quick to take the necessary actions during the pandemic to ensure success for both his clients and his team The areas of concentration wereMessaging The NYI sales team saw that the environment had changed and advised their clients of the new tonality quotMany business verticals had to pull their current creative to revise messaging to be more mindful of the current climatequot Renicker noted quotIn addition to pulling creative to protect our clients39 brands and reallocating dollars because of pulled and revised programming the team reconfigured schedules for the betterment of our clients and to accommodate the changes in programmingquotFollowing the Data Data became especially important to guide the decisionmaking process quotOur teams followed the data to find the desired audience of our clients now that so many cancellations were coming into play especially when it came to live sportsquot he said quotAudiences were migrating to news and entertainment programming and our data allowed brands to actually follow and continue to connect to their target consumers wherever and whenever they were watchingquotBusiness Verticals During the pandemic there was a notable and expected shift in advertiser categories but NYI was ready quotFor every vertical that pulled back on their TV media schedules in 2020 there were more that came to the forefrontquot Renicker explained quotAll manners of healthcare and hospitals found themselves wanting to get important information out New verticals like online gaming and food delivery services found themselves in great demand Our sales team fought to keep the struggling verticals visible so they would be strongly positioned when the market rebounded They also sought the right opportunities for the verticals that were now in high demand by creating effective media plans to maximize their exposure and profitabilityquotNews Sponsorships and Political Programming and advertising categories shifted in importance quotAll eyes were on the news in 2020quot Renicker recalled quotDaytime viewership skyrocketed and primetime was now aroundtheclock Local cable news networks including News 12 and Spectrum NY1 found loyal viewers tuning in for hours at a time daily as their coverage spanned everything from updates on the pandemic to new healthcare protocols taking place around their local neighborhoods We placed important healthcare ads during peak viewership hours and worked with partners to create sponsorship opportunities that would align with the new programming that was implemented by the cable networksquotPolitical was also huge in 2020quot he continued quotA holistic advertising approach was the key to getting the word out in 2020 which is just what our teams did The campaigns benefited from a more targeted audiencebased approach in addition to their standard linear buysquotDigital ampamp Multiscreen Through all of this a multiplatform approach was pivotal to establish oneonone connections with customers quotBrands need to reach them across devices athome and beyondquot Renicker shared quotDigital targeted advertising acts as a primary touchpoint for smaller brands and a bolster to video advertising across platforms for larger ones The digital arm of a holistic marketing strategy is particularly crucial to attribution Brands can see the conversion rate of households exposed to their commercials on multiple platforms as well as metrics like website visitation location data or tunein conversion after being exposed to an adquotThe Beauty of the New York Market and NYI for AdvertisersWhen you are representing New York the biggest most diverse global market you can39t help but see the great importance the market has for a brand39s TV media strategy It is a mustbuy quotIt all happens in New Yorkquot Renicker exclaimed quotWe are the No 1 market in the country We have the most affluent diversified consumers and now thanks to data and reporting we have the ability to target like never before and prove a brand39s ROIquotIn addition to the accolades NYI has received with the Myers Report rankings their marketing team was recognized as Marketing Team of the Year by the Faxies Cablefax their sales team came in second place for Best Sales Organization and they earned the coveted title of Best Event of the Decade for their launch Upfront competing with major events like Hudson Yards Grand OpeningquotNYI always strives to maintain a blend of talentquot Renicker said quotWe truly work as a team with the objective of servicing our clients at the very highest levelquotWhen asked to summarize what the secret sauce is to NYI39s success Renicker didn39t hesitate in his answer quot1 Client service 2 Client service and 3 Client servicequot he declared quotOur technology is always the most current but our philosophy is always the most tried and true Our clients come first in everything Keeping the best interest of our clients as our driving force has never steered us wrongquotThe proof is in the Myers Report rankingClick 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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New York Interconnect Proves That a Small Sales Org Can Compete with the Giants

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Charlene Weisler

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