Q&A: Embarking on an Audience-First Local TV Approach
May 13th, 2021
Written by Product Marketing
Following our recent webinar, How to Move Your TV Strategy Forward with an Audience-First Approach, our team answered questions from attendees eager to make this shift in tactics.
A shift is occurring across the media landscape, and that is no truer in TV and video. Basic age and gender demographics that have ruled local TV planning and buying strategies since the 1980’s are being enhanced with more precise targeting and reporting to provide more effective and efficient advertising.
Ampersand’s, AND Platform is leading this charge. We’re continuing to deliver the strengths of TV — industry leading reach and best in class content — all with the power of digital targeting and measurement.
We understand this is a big shift, but a switch to this strategy does not require an all-in approach. Instead, we recommend a phased strategy that allows brands and advertisers to implement an audience-first approaches wherever and however they can.
Continue to read some of our discussion around how to get started with an audience-first approach. Or click here to watch the recording of the webinar on-demand.
Andrew Ward, President of Ampersand
Andrew Matero, VP of Platform at Ampersand
Question and Answer
What’s the best way to partner with you all on an audience–first approach?
There is no one-size fits all approach to implementing an audience-first strategy. Our goal is to meet you where you are and to configure the AND Platform to work in a way that is best for you. If you prefer a self-service approach, we will train you on how to use the platform, assess the data, and go through optimization exercises to move your campaigns in the right direction.
However, if that seems overwhelming, we can do this from a managed–service perspective, where your Ampersand account teams can analyze data and make recommendations on your behalf. We’re proud of the flexibility that the AND Platform offers.
Can an agency choose which data company or audience the AND Platform uses for planning and measurement/attribution?
As it pertains to audience data on the front-end, we are interoperable with multiple sources. The AND Platform has a library consisting of thousands of attributes and audiences from partners like Polk and Experian. It also has the ability to securely ingest first-party data or preferred third-party data from platform users. So, our clients can leverage our vast existing audiences, or they can BYOD (bring your own data!).
On the back end, we think about this in two ways: Media outcomes (reach, frequency, unduplicated reach, etc.) against an advanced audience surfaced directly within the platform. Secondarily, if you want to look at outside measurement partners to measure return on investment (ROI) and brand outcomes, we work with all major players and are willing to on-board others based on the client needs and KPIs.
How much is the fee to use the AND Platform and/or third-party providers like Experian and Polk?
For existing Ampersand partners, AND platform is leveraged to deliver best possible outcomes and drive improved engagement with your strategic audiences across screens. There is currently no additional cost to leveraging the platform, if you are a current Ampersand partner. Ampersand does offer select third-party data provider segments available at no additional cost. Our goal is to maintain transparency and to deliver the best possible outcomes for agency and brand users.
How can I get self-service access to the AND Platform? Please reach out to your Ampersand team and they will have a kick-off meeting, get you logins, training, and go from there.
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