Traditional and Advanced Sales Tactics Can Co-exist

By July 28, 2015clypd Blog, Product

clypd announces the release of age/gender feature set

The television advertising landscape has recently been flooded by a deluge of innovation. While this exciting activity is creating incremental opportunities by way of enhanced ad sales strategies, insightful analytics and a growing alignment with digital video, we mustn’t ignore the foundational tactics on which TV advertising is supported.

Over the past year, clypd has introduced features to retain the traditional age/gender demography-based transactions that have defined television ad sales, while continuing to innovate towards advanced targeting and optimized decisioning.

Most recently, clypd announced support for transactions on age/gender primary targets across all sales business models. What follows is a review of the age/gender components that premium media companies and TV buyers are realizing through the clypd platform.

ageGenderBlog_curvesAge/Gender Primary Targets: Advanced data solutions are undoubtedly elevating the way that media companies might engage with media buyers. However, while we are in this transition period, organizations will tend to stick with their traditional transactional models which renders age/gender primary targets a necessity, even as we move towards a programmatic TV world.

clypd Transact’s support for demography primary targets allows traditional television buyers and television sales teams to engage using currencies that they know intimately while leveraging advanced audience segments as secondary targets.

These secondary targets are used throughout the lifecycle of a programmatic television transaction:

  1. Planning: The clypd product suite includes planning tools which deliver forecasted viewership and pricing across various levels of targeting and campaign scheduling parameters.
  2. Proposal/Schedule Creation: clypd Optimize considers the primary and advanced audience targets of the campaigns along with the pricing rules set by the media owner as it makes scheduling decisions which result in a yield-optimized schedule for the media owner.
  3. Reporting:  Campaign performance can be monitored mid-flight through reports that deliver performance metrics across the various targeting measurements, allowing for mid-flight course corrections.

Age/Gender for all TV activity: TV data must be used in planning and scheduling campaigns against media and also to prove the performance of the campaign and understand the audience reached. For all activity within the platform, clypd reports on GRPs and impressions by age/gender.

Viewership Rating Trends: Providing users with actionable data requires a presentation that surfaces insights. Rating Trends uncovers opportunities for audience delivery optimization through a visualization into the ways that various age/gender reach accumulates over time or perform by dates.

Over the past few years, the television industry has been witnessing a shift in the way it might be transacted, but sales strategy will not be flipped 180 degrees overnight. Through an intelligent balance of traditional tactics married with unique innovations, ad tech software platforms will bring TV media companies and marketers to the promised land of programmatic.

Jason is the VP of Product at clypd.

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