Targeted TV in A Digital World: Part 2–When Targeted TV data informs Supply Chain Management, retailers can make sure the right products reach the right audience.
Consumer research tells you a potential customer’s buying habits, economic status, even favorite news topics, and now those data points can be crossed with granular Targeted TV analysis so that you know where and how much it will cost to increase the impact of your TV campaign.
But there’s more…Media analytics can also help all kinds of manufacturers, marketers, agencies, and retailers understand WHERE they need messages about WHICH products, and WHEN. Closing the loop to support smoother management of the supply chain means that when a customer (on whom they’ve spent marketing money) wants something, it is available and they know where it can be acquired.
An example of this can be found in the auto category: Consideration of Day’s Supply of Inventory on dealer lots can drive media budgets in targeted geographic areas. These increases in media spend or decisions on reallocating budgets to different areas in order to reach specific customers can have huge effect on moving inventory.
With the better understanding of the many points of conversation between advertiser and customer that geographic targeting provides, there is also a better understanding of how to pre-target (up the marketing funnel) audience segments. The data that can now be collected from each customer’s interaction online or in a brick and mortar environment, lets marketers figure out the best way to combine online, TV, and social media, to deliver their targeted messages and get the response they’re looking for.
How To Access The Mojo of Media Analytics
Targeted TV allows manufacturers, retailers, marketers and agencies to access platforms that provide automation, national scale and support strong cross-screen reach, so they can bring together digital, social, and mobile ad campaigns. Utilizing geographic TV targeting, combined with the right programming environment (truck ads being shown in programming that indexes high for intenders), allows information gathered across a diverse array of media platforms and then analyzed. Then you can pinpoint the exact way a message can be delivered most effectively.
Other advanced TV options are available, including Household Addressable TV and interactive advertising on Connected TVs, which can be good for informing and sending audiences to a micro-site that has interactive components created by companies like Brightline TV. But the greatest scale comes with national Targeted TV like Centriply, with a depth of inventory opportunities and a large universe of households.
If your company is interested in using media analytics to create a Targeted TV ad campaign that goes beyond the home screen to include mobile and video, there are mobile partners like Moasis that are focused on location intelligence and online video companies like Yashi and Sightly that track to the granular levels compatible with Targeted TV.
How effective can this be? Depending on the goals of the advertiser, different key performance indicators (KPIs) can be measured. Was the goal to improve Share of Voice in a well-established market? Or to increase visits to a web site for orders?
Test and control is possible due to the ability to target a specific geographic footprint and track the performance, first with ratings or set-top box data, and then by comparing that information to data collected around the desired activity. Closing the loop and measuring ROI can be done regularly.
By going beyond program-centric data analysis, every solution can be based specifically on the needs and aims of the advertiser. Having a Targeted TV platform–that is not a rep or a vendor– allows the power and the strategy to stay with brand managers, CMOs, sales departments and ultimately support the entire supply chain management.