Television Media Buying Services
Performance Television Advertising Approach
As you know there are so many TV advertising options to choose from. As a lead generation media buyer, NuSpark Consulting founder Paul Mosenson will execute and manage buys based on performance. Every strategy, channel, tactic needs to be measured for results. Paul works with your creative and strategy team to ensure campaigns are aligned and tracking and analytics are in place properly.
Approach to TV Buying
- Understand your target audience: demo, geo, needs, desires, lifestyles
- Ascertain budgets, timelines, creative direction, offers
- Implementation of specific tracking elements; unique vanity URLs, phone numbers, text short-codes
- Audit and recommendations for lead-capture landing pages; working with your team or our conversion optimizers
- Research channels, negotiate buys, traffic spots, report on results, tweak and optimize
A summary of television media strategies
Linear/ Live TV is the traditional means of watching TV, in which a viewer watches a TV program on the channel it’s presented on at its scheduled time.
Connected TV, or CTV, refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. It also refers to devices that use a television as a display and can connect to the internet to access content. Smart TV devices have installed streaming apps that can be accessed through an internet connection.
OTT is the term used for the delivery of TV and film content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-tv service like a Comcast or Time Warner Cable. OTT leverages apps to stream video content to a TV using both on-demand and linear/live content. Examples of OTT devices are Apple TV, Roku, and Amazon Fire TV.
Subscription Video On-Demand Services
Refers to services that give users unlimited access to a wide range of programs for a monthly flat rate. Examples include Hulu, Netflix, Amazon Prime Video, Sling TV
Addressable TV allows advertisers to purchase audiences, using household level profiling and segmentation to deliver different TV ads tailored to different households watching the same program. The software sits inside the DVR (set top box), allowing the network provider to serve custom ads to the households. Network providers include Comcast, Dish, DirecTV/ AT&T, Cablevision, and Verizon.
Direct Response TV (DRTV)
DRTV aims to elicit an immediate response from the intended audience. It is one of the most impactful marketing strategies in mass media. Comcast and Spectrum Reach have separate DRTV divisions of which we have done business with. DRTV advertising equips advertisers to achieve the goals of the marketing campaigns quickly and effectively.
YouTube and Pre-Roll
If it makes sense, certainly TV creative can be repurposed for YouTube and video streaming ads (pre-roll, mid-roll). It’s all about testing and measuring for performance.
TV Viewing Today
TV and video viewing is quite fragmented, with a multitude of devices, channels, networks, and streaming portals, but a TV plan will include strategic recommendations that allow robust testing, in order to perform ongoing optimization based on performance.
The Guide to Advanced TV
A few years ago Paul wrote an all-encompassing eBook on Advanced TV and Video Media Buying Free to download.