Agencies and Brands Can Combine Third-Party Data, with the Scale of Linear TV to Reach More Audiences for Growth
Targeted TV specialist Centriply, announced a collaborative effort with Experian to help brands maximize their linear TV campaigns. The agreement between the two integrates Experian’s Consumer View audiences with prospects and TV inventory data, which enables brands to create meaningful interactions with valuable TV audiences at the household, local or national level. When paired with digital campaigns, brands can leverage the right audiences to increase growth and profitability, utilizing the scale of linear TV to extend the reach and impact that brands and advertisers are looking for.
“Our goal is to unify the power of data by supplying the means for brands and agencies to quickly and easily reach their customers. By applying the same audience segment across TV and digital campaigns, the effect of a brand’s message is compounded and consistent.” stated Jeff Lewis, Director of Product Development. “We want to put buyers in the driver’s seat when considering what is best for their brand.”
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Centriply’s cross screen use of audience data gives advertisers deeper insight into demographics, income, purchase history and behavioral preferences in order to make the right marketing decisions and better connect with people, while Centriply compares costs for the best media opportunities. “This is all part of our effort to bring a ‘frictionless’ planning process into the media buying marketplace. We have significant investment in our technology, and our staff, who look forward to bringing the benefits of cross screen data and metrics to our clients.” Lewis explained.
“Presenting a data-driven approach is paramount to a cohesive solution for clients that reduces waste and increases impact while extending reach. Combining premium inventory of linear and OTT we can choose from over 700 million impressions a week. It’s a large scale of solution that can be delivered to our clients with quick turnaround and accuracy. This speeds the planning process by having these segments at our fingertips.” said Leslie Holasek, EVP Media Services. “Our ability to deliver precise and actionable analysis of the potential performance of TV inventory, gives our clients many options. They can be creative and respond with leading edge tactics that are unique in this arena. This intuitive platform puts planners in control so they can consider opportunities, while retaining the data segment values through the buying stage.”
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“Together with Experian we’re pushing our platform to provide answers to the question; what does the potential of TV look like in the future? Centriply’s Targeted TV marketing can improve the experience and abilities of planners and buyers of media all across the TV industry.” Holasek concluded.
This integrated service paves the way for even more layers of information to be applied to audiences, location and inventory with accuracy and richer detail than can be achieved with traditional approaches. The Centriply team is pushing to accelerate the transformation of cross screen marketing.
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