Note: This is the second installment of a three-part blog series highlighting The Tombras Group’s media capabilities: Trading Desk, Programmatic TV, and Performance Attribution on Traditional Media.
In our last entry we touched on the merits of digital programmatic media buying. Now we’ll review how Tombras is conducting similar audience-based buys for television resulting in lower cost, higher impact campaigns. Buying TV programmatically is in the early adoption phase – only 1% of all local and national television media bought today is programmatic – but it is projected to grow exponentially. The Tombras Group media team is already using the technology to maximize the efficiency of our buys. So how does all this work? Great question!
- First, Tombras media planners tap into the massive amount of audience data collected by big data companies, categorizing people based on demographics, psychographics, interests and purchase data.
- Second, this data is reconciled with data from various TV Networks or cable providers, which enables targeting of very specific audience sets.
- Third, Tombras media planners input our client’s highly focused target audience data allowing us to buy impressions regardless of what program the consumer may be watching.
- Finally, the target audience is served our client’s tailored message, whether they’re watching a ball game, a sitcom, or a cooking show, reaching only the desired audience.
This improved targeting results in significant cost savings. This is because our cost per impression remains the same, but we see a marked decrease in cost per CORRECT impression. This means that we are able to buy fewer impressions to achieve our desired result. Tombras is relentlessly focused on staying ahead of the curve in leveraging the latest marketing technology for our clients. In our next installment we’ll discuss how our media and analytics teams are delivering performance attribution on traditional advertising campaigns.
Note: This is the first installment of a three-part blog series highlighting The Tombras Group’s media capabilities: Trading Desk, Programmatic TV, and Performance Attribution on Traditional Media.
Over the past twelve months there’s plenty of industry buzz about trading desks. In fact, sophisticated marketers like Unilever, Proctor & Gamble and Mondelez are in the process of shifting up to 75% of their media to a trading desk. The Tombras Group is at the forefront of this trend. Since implementing a proprietary trading desk in early 2014, we’ve been conducting real-time bidding and online programmatic buying in-house.
The positive impact of this development on our clients’ business has been clear:
- Better Targeting – With real time bidding combined with 1st or 3rd party data overlays, we are buying higher quality impressions against our clients core targets with little or no wasted impressions.
- Lower CPM – buying inventory on an open exchange in real time gives our digital team unique leverage, significantly driving down cost.
- Higher Ad Performance – With better targeting and the ability to serve relevant ads to core targets where they are in real time, we see higher ad engagement and conversion data.
In a nutshell, our trading desk gets the right message in front of the right people at the right time – all at lower overall cost, delivering more conversions.
Lürzer’s International Archive (Vol. 03-2014) featured The Tombras Group’s “Just Drive” TV spot and online video. Being recognized by Archive, considered to be the most prestigious advertising publication in the world, confirms our commitment to developing world class creative that resonates across all channels.
With over 10 million views on YouTube and voted the #1 commercial in the world by the readers of Adweek the week it was launched, the impact of #justdrive has gone global.
Click here to see #justdrive.
The Tombras Group has continued to build on our long history of success helping our clients draw visitors to their communities and attractions. This spring, we were named the Digital Agency of Record for North Carolina’s Crystal Coast.
“We hired The Tombras Group as digital agency of record because they deliver on their mantra of connecting data with creativity to produce business results” says Carol Lohr, Executive Director of Crystal Coast Tourism Authority. “In the first two months, they turned up the digital volume producing strong gains for local businesses. The Crystal Coast Tourism Authority is looking forward to new and exciting opportunities with The Tombras Group.”
Check out some of our recent tourism and attraction work by clicking the links below:
<– Smoky Mountain Tourism – Nationally Recognized Multichannel Creative
Country Music Hall of Fame – Digital Platform to Increase Visitation
Visit Knoxville – Digital Relaunch and Brand Repositioning
Bristol Motor Speedway – Web Portal to Increase Ticket Sales to all 50 states
The Tombras Group is pleased to announce that cross-cultural marketing expert Carlos Alcazar has joined our team as the Managing Director of Multicultural. Carlos was formerly the President & Chief Creative Officer of Hispanic Communications Network. Carlos has produced award-winning work for clients like LIVESTRONG, AT&T, The American Heart Association and several federal government agencies.
The Tombras Group has been developing multicultural and Spanish-language campaign work for clients like the National Highway Traffic Safety Administration, McDonald’s and ESPN, but by bringing Carlos and his network of cross-cultural experts inside we’ve positioned ourselves to grow as a market leader across demographics. “Our world is changing faster than at any point in history,” says Alcazar. “Data-driven decisions combined with original content and messaging that resonates and spurs action across cultures creates true market engagement.”
Tombras is the new agency model. World-class designers and writers, account planners and data scientists, plus creative technologists paired with cross-cultural experts who can bring any idea to life in any channel. This model allows us to do creative that works and delivers measurable business results in rapidly changing consumer markets across the country.
Below are three national brand examples of multicultural campaigns. You can view more of our work here.
McDonald’s 2 for $3 Scratch Made Biscuits Radio (Spanish)