While the TV advertising industry was already going through massive change, the global pandemic has accelerated this revolution. Ushering in a time of fluctuating response and viewership habits, this crisis is also placing pressure on media owners and publishers, urging them to rethink how they sell content, while advertisers are, in turn, reassessing the best ways to optimize their buys.
For savvy advertisers looking to reach precise audience segments during such a dynamic time, data-driven linear is an invaluable tool. This advanced TV solution, which delivers digital-like intel for linear TV, uses an audience-based ad buying strategy that encompasses various data sets (such as, but not limited to, TV viewing behavior data). It empowers advertisers to optimize linear TV buys against specific networks, channels and even programming. In this way, they can extend their reach to particular audiences.
Since data-driven linear also allows advertisers to identify the frequency in which specific households are being reached, along with the number of exposures needed to garner a strong response rate, brands can also use it to determine their optimal frequency range (in other words, exactly how many times an ad should air before it reaches the point of diminishing returns).
For example, an online food delivery brand used data-driven linear to shift its schedule so that close to 60% of households were exposed within its optimal frequency range (in this case, between one and four). Ultimately, this has had a major impact on the advertiser’s efficiency—leading to its cost per response (CPR) to drop by an impressive 25%!
Combine data-driven linear with always-on TV attribution and advertisers learn more than whether or not an ad is driving response; they also gain insight into the audience that was reached and who specifically responded. Add an unprecedented understanding of optimal reach, frequency and audience overlap, and advertisers are empowered to make ROI-positive optimizations to ensure they reach the audiences that matter most for their business goals.
To learn more about the power of data-driven linear, listen to the recent webinar TVSquared did with Inscape. Our CTO, Blair Robertson, joined Ken Norcross, Inscape’s Director of Business Development, to talk about how glass-level viewing data + always-on attribution power game-changing insights. You can also check out these case studies, including more information on the online food delivery brand I discussed above, as well as a mega DTC fashion retailer.