Identify

The Past Dictates the Future

Analysis of historical National/Local TV mix as well as results by network informed initial network/station selection.

Results by unit length and creative execution were also analyzed to determine best mix to launch with during Open enrollment.

Design

Combine Client Objectives with Marketplace Knowledge

Worked with clients to understand historical responsiveness of target audience and key program genres that drove respond from this audience. This information was paired with out marketplace intel and knowledge of weekly pricing and inventory availability.

Execute

Innovative Buying Approaches

Utilized a mix of scatter and fixed buys to maximize flexibility and pricing efficiencies while driving the client goal of 98%+ clearance during the challenging 4Q political marketplace.

Analyze

Aggressive Optimization Drives Results

Our Internal attribution tool was used to analyze results by network while allowing the client to utilize one branded phone number across all TV. YOY cost per call improved by 30% as a result of accurate attribution and our associated buy optimizations.

Identify

Empirical Data Combined with Past Category Experiece

This client is primarily an E-commerce business. In addition to reviewing empirical results, we tapped into E-commerce clients and clients targeting the same demo to determine the best areas of opportunity to drive client KPIs

Design

Dual Goals Within One Campaign

While the client have a goal of getting new customers, they are outspent by competitors and need to use TV to build their brand. DRTV buys would need to serve the dual objective of lead generation and impression delivery, at cost efficient rates

Execute

Diversified Buy to drive Reach and Leads

Utilized a mix of National and Local TV, including: National Cable, Syndication, Local Broadcast, Local Cable and Multi-Cultural to drive leads and awareness in as many areas as possible. Premium media, such as award shows and sports playoff games, maximized impression delivery with efficient DR rates

Analyze

Analysis of Results and Rates Drives Efficiency

Using a combination of our planning and buying tool and our real time rates tool, we were able to optimize daily media schedules and rates to drive a cost per new customer that improved by 62% within the first three months

Identify

Analysis of Prior Approach Drives Change in Strategy

Client needed to improve Cost Per Call, while providing media in over 90 markets. We performed a cost comparison of purchasing media in all 90+ markets. And, combined a review of past client results by market along with historical ID Media results by market

Design

Test Conservatively To Improve Efficiency

Worked with the client to test National media, which would cover all key markets while driving pricing efficiency. We performed a small test to prove efficiency prior to recommending roll out

Execute

Review all Details to Find Pockets of Efficiency

Conducted forensic deep dive into each market, station and daypart, to eliminate any media performing below goal and maximize efficient media. Grew National Cable from 6 networks to 20+ networks based on Cost Per Call efficiency

Analyze

Historical Data, Marketplace Intel, Tools and Team Knowledge Drives Results

Utilized internal attribution tool, real time rates tool and a tool that provides past results by network and daypart across all clients to plan and optimize aggressively. Improved Cost Per Call by 8x

Identify

DRTV To Drive Awareness

Client needed to expand branding TV budget beyond options available within the general marketplace. DRTV negotiations and inventory allowed client to maintain quality of media and daypart mix, while getting a stronger ROI on dollars spent

Design

Inter Agency Partnership Drives ROI

Working in lock step with the lead planning agency, we were able to review every network and daypart to determine areas where the exact same media could be purchased 15%+ more efficiently via DRTV while also driving clearance of 90%+

Execute

Primary and Secondary Networks Pre-Approved to Drive Clearance

Secured priority list of National Cable networks and received pre-approval of secondary list of networks where inventory could be shifted to drive clearance. All networks on primary and secondary list had strong coverage of key target audience and strong rates and inventory availability.

Analyze

Understanding Ratings Trends is Critical to Delivery Projections

Using a proprietary tool we are able to look at overnight ratings to estimate weekly ratings prior to actualized data being available. This allowed for campaign optimization and delivered 99%+ against goal