Performance Attribution on Traditional Media

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!

Government Campaign Reaches Top Ranking on YouTube Leaderboard

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. 

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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