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How Converged Planning and Optimization Can Save Your Budget

by Amobee, March 23, 2021

Key Takeaways:

  • TV planning and advertising technologies have finally caught up with better audience targeting.
  • Driving reach that is incremental to linear helps you manage audiences across all channels for better results and less overlap of linear TV and CTV. 
  • Download our Ambitious Marketers’ Guide to Television to learn more about how  converged planning and optimization can improve campaign performance and promote confidence in future investments.

How do you optimize all bets on your Upfront TV and digital investments to ensure you get the best outcomes possible for your brand? 

On average, most brand marketers’ linear campaigns under-expose their target audience and over-expose heavy TV watchers. This leads to dramatic gaps across your portfolio that can drive your budget into the ground.

Without the right partnerships and optimization tactics, you’re flying blind when it comes to discovering, mapping, and measuring the interplay of media buys across all channels and networks. You need to be able to look across your full portfolio of inventory and re-work how you want to optimize that media on a regular basis. 

“Audience-based buying and CTV are complements to today’s linear TV. The industry is changing rapidly and it’s important to evolve the currencies. We need to allow digital practices into the linear TV environment for the best of both worlds. No longer should linear and digital be planned and executed in silos.” — Laura Nelson, SVP, Ad Products & Enablement, Disney Advertising Sales

With limited visibility into performance, you’re at risk of damaging your brand and wasting impressions on targets you don’t care about hitting. It’s also harder to reduce makegood inventory or drive on-target reach to your linear TV investments. 

The key is being able to allocate your direct-sold and programmatic CTV with greater flexibility and speed against your linear TV with deduplicated reach and frequency. Only then can you reallocate spend, invest money where you make money, and use data to improve targeting. 

Amobee and Ipsos Research found that only 36% of broadcasters and media companies are able to help advertisers plan, measure, and package CTV and linear TV together across their portfolio using deduplicated audience reach data. Worse yet, only 18% are measuring deduplicated audience reach across CTV and OLV together. 

So here’s the good news. TV planning and advertising technologies have finally caught up with better audience targeting. This means forecasting and optimization strategies that reach across all screens and platforms—holistically and simultaneously—for better performance across your inventory and a hugely improved customer experience.

Driving reach that is incremental to linear helps you manage audiences across all networks and formats for better results and less overlap of linear TV and CTV. This helps you find the optimal allocation for the most efficient use of your campaign budget. 

Converged planning and optimization also helps you tactically supplement campaigns with frequency controlled CTV, where viewership is up by 81% and cord-cutters and cord-nevers can be found in greater numbers than anywhere else. 

What’s more, your cost-per-target will decrease. And for those with more complex multi-brand portfolios to manage, data-driven processes can replace manual agency workflow for greater outcomes that free up teams to focus on a higher order of strategic work.

Illuminating cross-channel gaps and eliminating cross-channel overlaps optimizes campaign performance and promotes confidence in future investments.

Learn more about how to optimize holistically across your entire portfolio of TV, digital, and CTV from our Ambitious Marketers’ Guide to Television, and contact us today to get started at Solutons@amobee.com.

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