Programmatic TV Buying

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.

The Tombras Group Breaks Ground With Digital Media Trading Desk

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.

The Tombras Group Adds Nissan and Infiniti to Client Roster

KNOXVILLE, TENN. (October 23, 2014): The Tombras Group has been named Nissan North America content marketing agency of record for NissanConnect and Infiniti InTouch connected services products.

“NissanConnect and Infiniti InTouch services are activating a powerful shift towards convenience and connectivity within the automotive space,” said Dooley Tombras, senior vice president and director of digital and strategic planning. “Our creative firepower, video production capabilities and proficiency with utilizing video content to educate and inform are a natural fit.”

The products lines combine navigation, entertainment and communication into a single dash-mounted system that syncs with smart phone apps.

Tombras will drive awareness, enrollment, renewals and product purchase through a strategic, video-based content marketing program.

The Tombras Group is a 130-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters); Roanoke, Virginia and Charleston, South Carolina.

Nissan North America Inc. coordinates all Nissan vehicle operations in the United States, Canada and Mexico, including automotive styling, consumer and corporate financing and engineering.

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The Tombras Group Adds Vice President of Connections Planning

KNOXVILLE, TENN. (October 8, 2014):  The Tombras Group bolsters its digital media team by adding Kevin VanValkenburgh as vice president of connections planning. He will oversee digital media planning, programmatic buying and integrated strategy.

VanValkenburgh has worked with holding company media agencies such as Carat and MEC. He has produced large-scale growth for national casual dining and retail clients including Outback Steakhouse, Mattress Firm, Taco Bell and Aaron’s—managing media spends upwards of $120 million.

“Tombras has always been focused on crafting a team of top-notch industry talent and Kevin is a natural fit,” said Dooley Tombras, executive vice president and director of digital and strategic planning. “His cohesive experience across the digital landscape is a transformative asset to the agency and our clients.”

“I was drawn to the Tombras Group because of its excellent digital creative and analytics offerings, combined with a fierce passion for bringing clients to the front of their industries,” said VanValkenburgh.

The Tombras Group is a 130-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters); Roanoke, Virginia and Charleston, South Carolina.

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The Tombras Group Expands Global Client Roster

KNOXVILLE, TENN. (October 6, 2014): The Tombras Group was recently hired as global digital agency of record for Ekornes.

Ekornes, the Norwegian-based creators of Stressless® seating hired the agency to redesign its global website, execute global digital campaigns and manage analytics programs across six countries. Last year, Tombras was retained as North American agency of record for Ekornes to support marketing initiatives in the United States, Canada and Mexico.

“Our work with Ekornes North America is delivering key insights on how to increase global sales via technology and connect consumer behavior across cultures,” said Dooley Tombras, senior vice president and director of digital and strategic planning.

“Retail is undergoing a dramatic industry shift. The shift from physical retail to digital retail is happening faster than many expected. We’re leveraging big data, programmatic advertising and content marketing to position our clients for success online.”

The Tombras Group is a 130-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters); Roanoke, Virginia and Charleston, South Carolina.

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Tombras’ Latest Campaign Featured in Archive

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. 

 

 

 

 

 

Four New Business Wins Spur Rapid Growth at Tombras

KNOXVILLE, TENN. (August 8, 2014): The Tombras Group has experienced rapid growth with the addition of major national accounts including General Electric Consumer Products, Daimler Trucks North America, MoonPie and Ole Smoky Moonshine.

With the addition of General Electric Consumer Products alongside McDonald’s, an agency client for more than 40 years, Tombras now works with two of the top ten most valuable brands in the world. The agency’s first assignment with GE is a new national Black Friday campaign designed to boost appliance sales for retailers across America.

Daimler Trucks North America hired Tombras to execute a wide range of digital projects. Tombras won a national shoot out to launch Truck Bucks℠, Daimler’s first-ever national  loyalty program.

MoonPie, one of the top 100 SKUs in the country and creator of the all-American marshmallow snack, named Tombras agency of record. The agency is working on the new enterprise-level consumer website scheduled to launch in September.

Ole Smoky Moonshine, a national leader in the burgeoning moonshine category, has retained Tombras as its social media agency of record.

“Each of these clients are respected brands in their categories and have national advertising campaigns,” said Dooley Tombras, senior vice president and director of digital and strategic planning. “We are growing as a national agency and to meet the needs of our new clients we’ve added nearly 20 new employees to the firm.”

The Tombras Group is a 130-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters); Roanoke, Virginia and Charleston, South Carolina.

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Source: The World’s Most Valuable Brands. (2013, November). Retrieved August 7, 2014, from http://www.forbes.com/powerful-brands/list/

The Tombras Group Hires New Senior Vice President

KNOXVILLE, TENN. (August 4, 2014): Mark Grieco joins The Tombras Group as a senior vice president to oversee a number of the agency’s new accounts.

Grieco comes to Tombras from New York where he led major national and global accounts for Ogilvy and Saatchi & Saatchi. Throughout his career, he has received numerous awards including more than ten Effie Awards. His experience includes leading traditional and digital campaign development for brands like General Mills, Estee Lauder, Chiquita, [ yellow tail ] and Wild Turkey Bourbon.

“I joined Tombras because of its roster of marquee clients and scope of outstanding creative work across a variety of categories and media,” said Grieco. “It’s apparent this is a world-class agency and I couldn’t be happier to be here.”

“We are extremely impressed by Mark’s background and the diversity of brands he has managed throughout his career,” said Dooley Tombras, executive vice president and director of digital and strategic planning. “His strong background in strategic planning for national brands, understanding of digital marketing and commitment to client service makes him an excellent addition to Tombras.”

The Tombras Group is a 120-plus-person, full-service, national advertising agency with offices in Washington, D.C.; Louisville, Kentucky; Nashville and Knoxville, Tennessee (headquarters); Roanoke, Virginia and Charleston, South Carolina.

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Tourism Success Continues With The Crystal Coast Win

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

Tombras Adds Carlos Alcazar to Lead Multicultural Marketing

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)