We identify media and audiences
that help your creative to persuade
Being able to reach the right people still does not guarantee that those people will be persuadable by the specific ad we reach them with, nor does it guarantee that the program or context in which we place the ad will be conducive to gaining the ad the most attention and engagement. RMT has developed a technology called DriverTagsTM which plugs both of these gaps in the advertising optimization process by (1) adding audiences that will tend to engage with the specific ad, and by (2) weighting contexts in relation to their supportiveness of the specific ad (validated by Nielsen Catalina and others).
FACTS
WHY NOT OPTIMIZE CREATIVE PLACEMENTS?
OBJECTIVE
When you plan/buy media, you should embrace the opportunity to not only have ads reach demo audience targets but also have your ad reach these audiences in the most resonant contexts.
Subjectively, media buyers typically pay attention to context effect, especially when avoiding ad placements near inappropriate contexts. Why not expand this practice with science-based assessments of the fit between the ad and the context in which the ad appears?
ARF has said that these two strategies, traditional demo and context-based targeting have equal and additive effect. They ought to be used together. That is best practice.
THE RMT SOLUTION
RMT is the first science backed, validated and practical solution to optimizing context effect. For any content in any medium, but especially for video content in TV and digital.
Give us a link to one of your ads and we will provide a report on your ad’s Motivations, Need States, and Rankings of TV programs, networks, dayparts within networks, or a list of IDs of tens of millions of reachable IDs whose motivations are Resonant with your ad (with partner Semasio), or we can take it all the way through programmatic delivery via our partner Reset Digital.
Sequent Partners, whose CEO is former CEO of the Advertising Research Foundation (ARF), this year gave RMT their award for innovation in Context Effect. Only one other company received the award in that category, IBM Watson. We are proud to be in such fine company, which is not a competitor but applies its tools to other use cases. RMT is unique in having third party validation for sales, branding effects, and brand adoption, which no other company in context optimization has achieved.
FACTS
- Creative is 65% of the sales effect of brand advertising
- Ad industry focused on optimizing media– only 35% of sales effect
WHY NOT OPTIMIZE CREATIVE PLACEMENTS?
- Creative people do not want to be optimized, nor do we want to force it upon them
- Instead, we can help their ads sell, by advising where placement of the specific ad will result in far greater positive impact than in the average environment.
- In some rare cases this will turn out to be unacceptable based on the targeting or cost criterion – but you will be surprised at how rarely that happens.
- Resonance between your ad and an environment averages the same CPMs against the target audience as you would pay for traditional demo only targeting, often lower.
OBJECTIVE
When you plan/buy media, you should embrace the opportunity to not only have ads reach demo audience targets but also have your ad reach these audiences in the most resonant contexts.
Subjectively, media buyers typically pay attention to context effect, especially when avoiding ad placements near inappropriate contexts. Why not expand this practice with science-based assessments of the fit between the ad and the context in which the ad appears?
ARF has said that these two strategies, traditional demo and context-based targeting have equal and additive effect. They ought to be used together. That is best practice.
THE RMT SOLUTION
RMT is the first science backed, validated and practical solution to optimizing context effect. For any content in any medium, but especially for video content in TV and digital.
Give us a link to one of your ads and we will provide a report on your ad’s Motivations, Need States, and Rankings of TV programs, networks, dayparts within networks, or a list of IDs of tens of millions of reachable IDs whose motivations are Resonant with your ad (with partner Semasio), or we can take it all the way through programmatic delivery via our partner Reset Digital.
Sequent Partners, whose CEO is former CEO of the Advertising Research Foundation (ARF), this year gave RMT their award for innovation in Context Effect. Only one other company received the award in that category, IBM Watson. We are proud to be in such fine company, which is not a competitor but applies its tools to other use cases. RMT is unique in having third party validation for sales, branding effects, and brand adoption, which no other company in context optimization has achieved.
Please click here if you’d like to have a conversation.
Looking forward to working with you!
All the best,
Bill Harvey
Bill McKenna
Looking forward to working with you!
All the best,
Bill Harvey
Bill McKenna