Think National, Act Local (Or the Reverse!)

Local at ScaleThe most obvious of these advances is the increased ease by which local spot TV inventory both through broadcast station inventory and via multichannel video programming distributor MVPD interconnects can be recast beyond classic local market geographies into a wider scale and more costefficient reachamp160 Major advances in automation technologyamp160and datadriven programmatic platforms have enabled sellers of local TV ad inventory to increasingly tap into budgets previously reserved exclusively for national allocations offering advertisers an efficient reach alternative with the added benefit of local impactLarge local broadcast station groups multiMVPD inventory aggregators local TV SSPs and a new generation of quotunwiredquot broadcast networks like the AIfueled XACTV are all harnessing the power of datainformed programmatic technology and digital connectivity to transform valuable local TV spots into turnkey multimarket scale and in many cases with more efficient CPMs than traditional network TVNational PrecisionConversely the desire of many national advertisers and their agencies to better target their TV ad messages is growing exponentially as this past spring39s Upfronts continued to proveamp160 Increasingly savvy marketers are demanding greater specificity around where their messages are being delivered and in many cases a more performancebased ROI assessment from their media expenditures much like they have grown to expect from digital advertisingamp160 With television historically accounting for a disproportionately large chunk of national marketing budgets it should be no surprise that the medium is being challenged to step up its metrics of worth and effectivenessAs the distinctions between local and national TV ad delivery continue to blur the opportunities to combine the best of both become even more attractiveamp160 Marketers will increasingly be able to better align their overarching brand messages with regional or local sensibilities and more importantly against delivering more targeted messages based on product inventory needsBest of Both WorldsNational brands that also spend heavily on local coop marketing to supplement their topoffunnel advertising with promotional calls to action will be able to not only manage campaign messaging more accurately but also reduce redundant spending into more coordinated unified and optimized campaignsamp160 For example a fastcasual restaurant can target multiple geographies with individual promotionsamp160all under one national buyTo take full advantage of the rich quotnationallocalquot hybrid opportunities ahead the operational processes of ad planning buying and selling need to change dramatically and quicklyamp160 Through a proprietary platform powered by machine learning XACTV provides advertisers with an opportunity to begin this journey todayamp160 Similar to the datadriven digital media platforms the precision of advertiser TV campaigns will continue to sharpenMarketers and their agencies need to continue to think more holistically about how they creatively conceptualize and smartly allocate for increasingly fluid TV and more broadly video ad availabilities and convert their nationalversuslocal buying expertise distinctions into a more unified approach Similarly ad sellers need to break down their own internal revenue silos to accommodate marketers39 increasing desire to measure value and success through more sophisticated metrics of performanceClick the social buttons above or below to share this story 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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Think National, Act Local (Or the Reverse!)

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Melissa Moschetti

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Think National, Act Local (Or the Reverse!)

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Melissa Moschetti

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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