How digital agencies can boost campaign success with broadcast TV data

Integrating broadcast TV data into campaign planning can unlock valuable insights for digital media agencies. These insights can help create a more holistic view for stakeholders, determine the best media mix, and optimize reach.  

To ensure cross-platform campaign success, understanding how consumers are moving seamlessly between broadcast TV and ad-supported streaming services and the devices they are using is vital. 

Here are the top ways broadcast TV data can help digital media agencies create smarter, more integrated strategies:

Create a more holistic view for stakeholders

Brands today are asking for a holistic view of their media campaigns. They need to focus on the combined impact of broadcast and streaming investments rather than siloed efforts. By merging broadcast TV with streaming data, digital media agencies can deliver unified insights, offering a more complete understanding of campaign performance.  

This integration not only enhances the quality of insights but also creates significant efficiencies for digital agencies. With streamlined performance reporting, agencies can quickly and accurately assess the success of their campaigns. This leads to more informed decision-making. Additionally, increased transparency in data sharing and analysis fosters trust and collaboration between agencies and their clients, ultimately driving better results. 

Numeris’ Cross-Platform Video Audience Measurement dataset (VAM) plays a crucial role in making this comprehensive view possible. This extensive dataset captures video consumption across broadcast TV, OTT services, and online platforms across any device. 

Determine the ideal mix of broadcast and streaming services

Finding the right balance between broadcast TV and streaming services is crucial for building effective ad campaigns. This balance ensures that advertisers can tap into the strengths of both traditional and digital media, maximizing their investment, reach, and impact.

Broadcast TV data provides valuable information about who’s watching, including their age, gender, and whether they’re watching with others. This demographic and behavioural data is essential for understanding the audience composition and viewing habits, which can vary significantly between different platforms. By understanding how people watch across these platforms, agencies can choose the right platforms to reach more viewers, decide where to place ads to get the most engagement and spend their budgets wisely.  

By using NLogic’s new Video Planner, agencies can plan campaigns against both broadcast TV and streaming services. It provides the user with the overall reach of a cross-platform video campaign and the unique reach of streaming and broadcast services. 

Use reach models to reduce duplication and waste

Combining the granularity of broadcast TV data with streaming data can help digital agencies build effective reach models.  By analyzing the overlap between the two services, they can reduce duplication between TV and streaming audiences. This helps to ensure that people aren’t seeing the same ad too many times on different platforms.  

This reduces wasted spend, improves campaign efficiency, and creates a better experience for the target audience. Reach models empower agencies to build smarter campaigns that deliver maximum impact with minimal redundancy ultimately enhancing the effectiveness of their advertising efforts.   

NLogic’s Video Planner is a powerful tool that leverages Numeris’ VAM (Video Audience Measurement) data. It provides agencies with the ability to accurately calculate campaign reach and frequency across both broadcast TV and streaming platforms, or between one streaming platform and another, as well as across different devices.

Build smarter programmatic campaigns

Through a new partnership with NLogic, Numeris and The Trade Desk, advertisers and agencies can now enhance their video campaign strategies by accessing broadcast TV data programmatically.   

New TV audience segments (heavy, medium, light, and TV avoiders) have been integrated into The Trade Desk platform. This allows for more precise ad targeting across both broadcast TV and streaming platforms. Through this integration, marketers will gain improved reach to streaming audiences and frequency management between linear and streaming viewers.

Incorporating broadcast TV data into the campaign planning process allows digital agencies to create a holistic view for stakeholders and provide accurate reach models to reduce audience duplication. These insights empower agencies to deliver more effective, well-rounded campaigns that drive engagement and maximize return on investment for their clients.