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Products For Brands
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DRIVERTAG™ SOLUTIONS FOR BRANDS LOOKING TO INCREASE ADVERTISING ROI
a) Digital and Addressable TV ROI Optimization
b) Linear TV ROI Optimization
c) TV Buying and Activation with DriverTags™
1. DriverTag™ Digital and Addressable TV ROI Optimization Solutions
RMT, in partnership with social media data specialist StatSocial,statistically analyzed the 265 RMT psychological DriverTags™ so as to be able to predict DriverTags™ with 89.2% accuracy from the StatSocial descriptive clusters and the personality profiles StatSocial independently developed with IBM Watson analytics, creating a database of ~93+ million DriverTagged™ unduplicated U.S. individuals.
Armed with this major innovation, advertiser and agency clients are uniquely able to target and deliver brand ad messaging to individuals with a high probability of engagement as brand conversions. DriverTag™ optimization achieves positive outcomes by reducing waste, eliminating exposures with low brand affinity and purchase probability while delivering digital ads to individual digital consumers that are psychologically aligned with the brand and its ad copy. In other words, a brand is now able to reach consumer targets that satisfy the brand’s demographic target definition plus are also resonant with the brand and its specific ad messaging.
One simple way to activate, assuming the brand has multiple digital ads, is to first predetermine the targets based on the brand’s purchaser targeting strategy, and then within that target, assign the right ads (those that psychologically resonate based upon DriverTag™ scores) to the right individuals, sending the ad most likely to succeed to that individual.
An alternative approach is to pre-filter the target by both purchaser likelihood and DriverTag™ psychological alignment with the brand ad, as in the case of RMT’s partnership with IRI for CPG advertisers.
2. DriverTag™ Linear TV ROI Optimization Solutions
In the linear offline TV use case where ads are delivered to large inflexible audience segments, RMT has validated a method of increasing campaign ROIs when DriverTags™ are used to place brand ads in TV programs that are psychologically resonant with the brand and its individual ad creative executions.
To accomplish this, RMT maintains an active and dynamic library of U.S. network TV programs, each with DriverTags™ applied and updated as needed. An independent validation study conducted by Turner Networks and Nielsen Catalina compared the purchase impact on several brands that executed campaigns using traditional ad targeting methods,to the purchase impact of the identical campaigns executed by dropping ad placements in TV Programs with lowest and least resonant DriverTags™ scores.
The study was performed using equivalent adspend with impressions allocated to TV programs available within the buy on the basis each brand ad’s DriverTag™ psychological alignment with the DriverTag™ psychological profile of each TV program. The validation findings of this study confirmed that on average a +36% increase in brand sales lift would be achieved from the use of DriverTags™ even before considering the use of programs not in the actual buy, which could have increased sales lift even more.
3. Upfront Buying& Quarterly Activations Incorporating RMT DriverTags™
Reach and efficiency have always been the two primary advertiser goals during the annual upfront. Targeting during the upfront has been typically based upon broad and simple considerations, with packages sometimes negotiated for multiple brands, often involving a single broadly defined sex/age demo group, using the maximum adspend volume to achieve maximum CPM efficiencies.
However, the actual targeting process occurs during quarterly allocations of the upfront inventory is allocated to brands and campaign schedules are finalized. Unfortunately, the traditional upfront negotiating strategy of maximum cost efficiency delivered a sub-optimal ad inventory for brand media planners, having been constrained and limited by the goal of achieving maximum adspend cost efficiency.
Without losing CPM efficiencies, brands are able to align DriverTag™ program and brand ad resonance scores during upfront negotiations and deliver ad inventories with maximum ROI potential for optimal quarterly inventory allocations and schedule development. The steps involved are:
(A) Apply DriverTags™ to each brand ad
(B) Run Ad Resonance Reports for all programs and network/daypart
(C) Using best available purchase data to analyze the desirability of network programs and expected network daypart averages
(D) Combine the results of steps 2 and 3 above, across all the advertiser’s brands, to preview what the first quarterly allocation would look like, simultaneously aligning purchaser targets to TV program context effects in order to achieve the maximum ROI benefit
(E) Using step 4, create crib sheets for negotiations with each network, indicating those networks, programs and network dayparts to buy, avoiding/blacklisting programs/network dayparts with low DriverTags™ alignment to brand ads and/or with low indices against targeted purchaser types
Relative to current buying practices this strategy of considering context effects will make the upfront buy and quarterly allocations produce increased brand ROI. The context effects alone are estimated at +36% ROI based upon the Turner Nielsen Catalina study. In addition to context targeting the purchaser targeting effects is estimated at +28% ROI based on long term norms reported by TiVo Research(formerly TRA). The two lifts are additive.
Most importantly the buys will have been made substantially within today’s upfront practices and CPMs will not change. Therefore ROI gains will not be diluted by any CPM premiums. Within scatter, the move from rotations to program buys would likely involve some premiums but these would only offset some but not all of the gains, e.g. 20% premium to achieve 36+28=64% sales lift yields net ROI lift of +44%.
Therefore, the upfront is the first place to start in bringing context targeting into ROI maximization. The RMT costs of doing these things is relatively modest and justified even by a +1% ROI lift.
a) Digital and Addressable TV ROI Optimization
b) Linear TV ROI Optimization
c) TV Buying and Activation with DriverTags™
1. DriverTag™ Digital and Addressable TV ROI Optimization Solutions
RMT, in partnership with social media data specialist StatSocial,statistically analyzed the 265 RMT psychological DriverTags™ so as to be able to predict DriverTags™ with 89.2% accuracy from the StatSocial descriptive clusters and the personality profiles StatSocial independently developed with IBM Watson analytics, creating a database of ~93+ million DriverTagged™ unduplicated U.S. individuals.
Armed with this major innovation, advertiser and agency clients are uniquely able to target and deliver brand ad messaging to individuals with a high probability of engagement as brand conversions. DriverTag™ optimization achieves positive outcomes by reducing waste, eliminating exposures with low brand affinity and purchase probability while delivering digital ads to individual digital consumers that are psychologically aligned with the brand and its ad copy. In other words, a brand is now able to reach consumer targets that satisfy the brand’s demographic target definition plus are also resonant with the brand and its specific ad messaging.
One simple way to activate, assuming the brand has multiple digital ads, is to first predetermine the targets based on the brand’s purchaser targeting strategy, and then within that target, assign the right ads (those that psychologically resonate based upon DriverTag™ scores) to the right individuals, sending the ad most likely to succeed to that individual.
An alternative approach is to pre-filter the target by both purchaser likelihood and DriverTag™ psychological alignment with the brand ad, as in the case of RMT’s partnership with IRI for CPG advertisers.
2. DriverTag™ Linear TV ROI Optimization Solutions
In the linear offline TV use case where ads are delivered to large inflexible audience segments, RMT has validated a method of increasing campaign ROIs when DriverTags™ are used to place brand ads in TV programs that are psychologically resonant with the brand and its individual ad creative executions.
To accomplish this, RMT maintains an active and dynamic library of U.S. network TV programs, each with DriverTags™ applied and updated as needed. An independent validation study conducted by Turner Networks and Nielsen Catalina compared the purchase impact on several brands that executed campaigns using traditional ad targeting methods,to the purchase impact of the identical campaigns executed by dropping ad placements in TV Programs with lowest and least resonant DriverTags™ scores.
The study was performed using equivalent adspend with impressions allocated to TV programs available within the buy on the basis each brand ad’s DriverTag™ psychological alignment with the DriverTag™ psychological profile of each TV program. The validation findings of this study confirmed that on average a +36% increase in brand sales lift would be achieved from the use of DriverTags™ even before considering the use of programs not in the actual buy, which could have increased sales lift even more.
3. Upfront Buying& Quarterly Activations Incorporating RMT DriverTags™
Reach and efficiency have always been the two primary advertiser goals during the annual upfront. Targeting during the upfront has been typically based upon broad and simple considerations, with packages sometimes negotiated for multiple brands, often involving a single broadly defined sex/age demo group, using the maximum adspend volume to achieve maximum CPM efficiencies.
However, the actual targeting process occurs during quarterly allocations of the upfront inventory is allocated to brands and campaign schedules are finalized. Unfortunately, the traditional upfront negotiating strategy of maximum cost efficiency delivered a sub-optimal ad inventory for brand media planners, having been constrained and limited by the goal of achieving maximum adspend cost efficiency.
Without losing CPM efficiencies, brands are able to align DriverTag™ program and brand ad resonance scores during upfront negotiations and deliver ad inventories with maximum ROI potential for optimal quarterly inventory allocations and schedule development. The steps involved are:
(A) Apply DriverTags™ to each brand ad
(B) Run Ad Resonance Reports for all programs and network/daypart
(C) Using best available purchase data to analyze the desirability of network programs and expected network daypart averages
(D) Combine the results of steps 2 and 3 above, across all the advertiser’s brands, to preview what the first quarterly allocation would look like, simultaneously aligning purchaser targets to TV program context effects in order to achieve the maximum ROI benefit
(E) Using step 4, create crib sheets for negotiations with each network, indicating those networks, programs and network dayparts to buy, avoiding/blacklisting programs/network dayparts with low DriverTags™ alignment to brand ads and/or with low indices against targeted purchaser types
Relative to current buying practices this strategy of considering context effects will make the upfront buy and quarterly allocations produce increased brand ROI. The context effects alone are estimated at +36% ROI based upon the Turner Nielsen Catalina study. In addition to context targeting the purchaser targeting effects is estimated at +28% ROI based on long term norms reported by TiVo Research(formerly TRA). The two lifts are additive.
Most importantly the buys will have been made substantially within today’s upfront practices and CPMs will not change. Therefore ROI gains will not be diluted by any CPM premiums. Within scatter, the move from rotations to program buys would likely involve some premiums but these would only offset some but not all of the gains, e.g. 20% premium to achieve 36+28=64% sales lift yields net ROI lift of +44%.
Therefore, the upfront is the first place to start in bringing context targeting into ROI maximization. The RMT costs of doing these things is relatively modest and justified even by a +1% ROI lift.