Connected TV and Programmatic Ad Buying | Agency Creative Media Buying

Smarter Media Buying. Genius Targeting.

Precision counts in your Media Buying & Planning

PROBABILISTIC SIGNALS

Most media buying used to rely on probabilistic signals. For example, if someone browses for baby clothes, a cookie tags them as a “new parent.” However, this doesn’t account for grandparents, neighbors, or coworkers shopping for baby clothes. It only tells part of the story.

DETERMINISTIC SIGNALS

Agency Creative uses deterministic signals to better understand consumer behavior. For instance, lets look at that same customer buying baby clothes. We see that they are linked to a loyalty program that tracks their purchases over time. By reviewing their purchase history, we see no signs of them being a new parent, such as buying baby food or diapers, but they did buy a gift bag and card. This suggests the baby clothes were a gift, so we don’t place them in a “new parent” segment. This precision allows Agency Creative to target and communicate with consumers accurately, ensuring relevant messaging.

Media buying and planning capabilities.

Programmatic Display
Connected TV
Broadcast
Out of Home
Paid Social
Google Paid
Search/Retargeting
Podcast and Audio
Print

Predictive Targeting

So how do you reach people if privacy regulations hinder or completely exclude groups of people from awareness? Our partner, AdTheorent, builds custom machine learning models using historic and real-time data to predict future actions for each campaign. We can pinpoint consumers utilizing a combination of demographic, psychographic, and behavioral data sets. We can also integrate Amazon shopper data into our approach. This provides an unbeatable solution, custom tailored for challenger consumer brands striving to capture market share. AdTheorent’s predictive platform learns who will convert and identifies what factor is driving performance. This becomes more important overall but is especially relevant in Healthcare Related Campaigns.

demographic, psychographic, and behavioral data sets. We can also integrate Amazon shopper data into our approach. This provides an unbeatable solution, custom tailored for challenger consumer brands striving to capture market share. AdTheorent’s predictive platform learns who will convert and identifies what factor is driving performance. This becomes more important overall but is especially relevant in Healthcare Related Campaigns.

Geo Intelligence

The power of predictive targeting combined with location. Suddenly, you can reach consumers who are currently at, or have recently been to, a specific location and have the highest probability of a desired action.

Cross-Environment Mapping

Using contextual and other privacy-friendly signals, we can now offer cross-device, relationship and visitation targeting by using AI to find the connections between devices and their locations.

But what about cookies?

With AdTheorent as our partner, we don’t just rely on cookies or one-to-one advertising anymore. By ingesting aggregated and statistical data for modeling and targeting, cookies are no longer needed. Not to mention, AdTheorent positions us very well with privacy-friendly unified IDs so we don’t have to worry about intruding on anyone’s privacy.

As you can see, you need a partner that can take the guesswork out of programmatic buys so that you’re not only armed with the right impressions but also with the right insight to read those impressions.

Not all data-driven media buying is created equal.

When it comes to programmatic CTV we need to control ad frequency and maximize efficiency which saves money and avoids wasted impressions. Controlling the ad frequency is key to boosting household reach. But what makes those connections deeper? What makes them more effective? Especially in our increasingly privacy-regulated world.

Our award-winning partner, AdTheorent, brings machine learning-powered programmatic with a new strength in media buying that wasn’t thought possible just a few years ago. Here’s how AdTheorent, as our partner, can help us navigate privacy regulation and ID resolution, while simultaneously leveling up to more effective connections that can go across the funnel, not just the top.

With CTV, we’re not at the tipping point. We’ve tipped.

The cable bundle is in full decline. Cord cutters otherwise known as Connected TV (CTV) are going full stream ahead.

Powered by massive consumer shifts and a surge in ad-supported streaming, the way media is purchased has completely changed. In fact, ad-supported streaming has officially surpassed that of cable TV as of 2022 and that gap only grows each year. By 2027, there will be TWICE as many Ad Supported Video on Demand (or AVOD) viewers as pay TV viewers according to eMarketer and Insider Intelligence. That means 195 million AVOD versus 91 million pay TV viewers. Think of the potential that you may be missing out on.

The cable bundle is in full decline. Cord cutters otherwise known as Connected TV (CTV) are going full stream ahead.

Four strong reasons why your focus should be on CTV

Easier campaign optimization and video campaign flexibility
Scalability
Improved return on investment (ROI) and return on ad spend (ROAS)
Ability to control ad frequency.

As you can see, CTV matters and it continues to matter more each day where every marketing dollar is fully scrutinized. That’s why you need an agency partner who understands navigating media buying in such a complicated and variable environment. Programmatic CTV can give you more reach, more accuracy and more of the funnel than you ever realized was possible.

So why hire us as your media partner?

Predictive insights

Not just data driven but AI-powered to integrate efforts to transform campaigns from unpredictable into spotlight moments, ensuring maximum ROI.

Agility with experience

Navigating the media buying landscape calls for a team that can crush any challenge with fast-twitch reflexes.

Proactive optimization

A dynamic approach that keeps your media strategies finely tuned for maximum impact.

This is the year of streaming live sports
We bring this up for a very important reason. Live sports streaming has emerged as a true game changer in CTV. 49% of advertisers report that they have increased live sports allocations on CTV. It is truly a brand-safe, premium environment that we can rely on to provide a wealth of targeted impressions with incredible accuracy.