In the TV buying world, targeting methods often focus on implementing strategies driven by content and/or location. When utilizing WAY Nation Solutions’ unique combination of targeting capabilities, TV advertisers can do exactly that or can go even further and target based on user-specific behaviors. While we can target in ways familiar to TV buyers today, our platform allows for the conversation to move towards the topic of performance marketing as CTV viewership rises.
THE SHIFT FROM PREMIUM CONTENT TO DATA-DRIVEN TARGETING
Traditionally, TV buying primarily focuses on allowing premium content targeting options to dictate media buying decisions. In other words, the identity of a target audience would stem from a specific TV show an audience watches. To a degree, this comes from perceived notions about the type of user watching specific pieces of content. For example, one might argue that those who watch Property Brothers at 7 p.m. on Sunday night are the most qualified to receive home improvement ads. Thus, the focus goes towards maximizing the reach, or gross rating points, within this specific piece of content.
While we have the partnerships in place to do that, The differentiated approach of WAY Nation Solutions to Connected TV (CTV) allows the user’s behaviors, what we refer to as intent-based targeting, to dictate the target audience composition. For example, a flooring brand currently partners with WAY Nation Solutions to help increase the impact of their linear TV efforts. To do this, our Addressable Audience Curation (AAC) tool identified homeowners interested in DIY projects, as well as homeowners with pets, across 18 geographic markets. This resulted in strong online performance from AVOD (advertising-based video-on-demand) sources, like Pluto TV, and SVOD (subscription video-on-demand) sources, such as Sling TV and Philo.
Rather than letting content dictate our targeting, we prefer to take a performance-first approach. With the same example, the flooring brand still counted conversions from the HGTV network on Philo and Sling TV. Yet, the majority of conversions came from DIY-related shows on Pluto TV, a source the brand would’ve missed out on had they taken a content-first approach. Rather than target by content, we trust data to drive the audience qualification process, which helps our advertisers reduce wasted impressions and make real-time optimizations for greater ROI.
TAKING LOCATION TARGETING TO THE NEXT LEVEL BY ADDING INTENT DATA
Another commonality TV buyers share focuses on buying specific locations or markets. To that end, WAY Nation Solutions can target at the user-level and household-level on a national scale, or within specific markets, states, cities, and/or zip codes. Our advertisers can use location targeting as a guideline for our intent-based targeting methods to follow. To illustrate, we’ve listed some examples below of how we execute this approach at any level of scale, from as vast as the national level to as precise as targeting specific zip codes.
With user-specific targeting methods, we reach a relevant audience based on their online behaviors (i.e., keyword searches, sites visited) and/or offline behaviors (i.e., foot traffic, places visited). Additionally, with household-level targeting, we provide massive reach and hone in with demographic, psychographic, and/or behavioral targeting layered on to ensure the quality of the audience is exactly what you are looking for. Our platform can handle any combination of campaign targeting types for any budget.
An industry shift towards performance marketing bodes well for the future of TV advertising. The wide variety of unique targeting capabilities provided by WAY Nation Solutions creates flexibility for advertisers to use intent-based targeting across relevant sources of content at any scale of the location. This approach helps our advertisers identify their target audience, reduce wasted impressions, and improve performance across campaigns.
If you are currently advertising on Broadcast or Cable TV, it might be time to consider a more cost-effective and cost-efficient way to use your commercials. Connect with us today to find out how to keep advertising on television screens for less with better targeting.
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