Note: This is the final installment of a three-part blog series highlighting The Tombras Group’s media capabilities: Trading Desk, Programmatic TV, and Performance Attribution on Traditional Media.
Big Data was the hottest topic in marketing in 2014, with most companies and agencies drowning in data. However, data by itself isn’t valuable – it’s how to leverage that information and make it actionable that sets a great analytics program apart. At The Tombras Group, we’ve developed programs using massive amounts of data to inform and optimize traditional media campaigns in real time.
Our methodology is tailored to each client’s needs and infrastructure, but we’re able to do things like tap into sales APIs and distribution networks to attribute broadcast media success in a given geographic market, calculating ROI down to the penny.
By tracking revenue impact on different media mixes, placement, timing and messaging, we’re able to optimize traditional campaigns in real time the same way we do with digital campaigns. This practice has proven highly successful, and our clients are enjoying higher ROI than ever on traditional media.
While you’re here, please feel free to take a look at some of our recent work!
By Carlos Alcazar, Managing Director Multicultural
During a recent presentation to government communicators at Google’s DC office, I shared our Texting & Driving ad campaign that featured a chilling TV spot and entertaining YouTube videos. Our campaign garnered worldwide attention and millions of impressions and was responsible for generating a 28% lift in searches on Google related to texting & driving. I also said we were developing a Drunk Driving campaign that would be even bigger, but couldn’t give you the details…until now.
The Tombras Group is proud to announce a first for a U.S. government campaign, landing our client the National Highway Traffic Safety Administration (NHTSA) on YouTube’s coveted Ads Leaderboard at the #3 ranking. The Ads Leaderboard showcases the most engaging advertisements consumers choose to watch. Our client’s life saving message was in the company of major corporate brands such as the launch of video game Madden ’15, Foot Locker, Toyota and Samsung.
The YouTube Ads Leaderboard rankings are determined by an algorithm that factors in paid views, organic views, and audience retention (how much of a video consumers watched). The “Teens React to Drunk Driving” video (below) amassed more than four million views in just one week and generated 8X more engagement than industry standards. With almost 200k likes and 30k comments, our combination of strategy, creative, and great YouTube collaborations is a recipe for success.
Government campaigns can inspire and influence audiences. Digital video content is changing the landscape of traditional campaign planning. Unique media partnerships play an important role not only in distribution, but also development. We’re leveraging research, data, and analytics to create better content for NHTSA and the results speak for themselves.
If you’re interested in hearing how we achieve this success, reply to me at this email with your contact preference and we can schedule a time to visit.
Click here to see more of our work for NHTSA.
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.