Advanced TV Buyer Personas. Looking at Influencers and Decision Makers Across Agencies and Brands

Transcription

1 Advanced TV Buyer Persnas Lking at Influencers and Decisin Makers Acrss Agencies and Brands

2 Abby, Advanced TV Media Buyer Rle is within a specialized agency team fcused n Advanced TV targeting and analytics within ne f the large hlding cmpanies (WPP, Omnicm, Publicis, IPG, Dentsu, etc) Respnsible fr wrking directly with brand advertisers t educate them n the value f Advanced TV, verall industry capabilities and the buying prcess Experience cmes frm wrking n a Traditinal TV media buying team fr the past 5 years befre mving nt this new team as an pprtunity t advance her career Agency Buyer Prfile Wrks with clients t plan and negtiate media buys that leverage first r third party data fr targeting and/r measurement Advanced TV tactics leveraged by Abby may include Data-Driven Linear, Cnnected TV, OTT Advertising, and Addressable TV During her time n this team, she has learned a lt mre abut third party data. She has intermediate knwledge and ften jins meetings with new data prviders t understand their ffering and whether it may be a fit fr ne f her clients In general, her team is interested in expanding their strategy int ther channels althugh they may have less digital r mbile media buying experience cmpared t thers within the agency family Clients may be wrking with multiple agency teams s she must ensure she wrks well with them; her strategy must ften be cmplementary t a larger multichannel media buy and creative messaging apprach Influence Available Budget Purchase Authrity lw medium Influencer high Over the past tw years, she has als becme mre cmfrtable with analyzing campaign perfrmance and sees the value in clsed lp measurement, having learned a lt frm analytics gurus within her agency as well as the measurement prviders the agency has partnered with in the past Interested in platfrms that can enable her t quickly create ptential media plans r buys, yet als make changes prir t launch based n client feedback; Abby and her clleagues may rely n partners fr these platfrms althugh their budget t invest in a platfrm is typically quite limited Driving Questins Hw can I easily access third party data? Hw can I cnvince my client t trust me t use their first party data? Hw can I maximize my client s TV budget? Hw can I easily execute a multi-prnged campaign acrss Cnnected TV, OTT and Addressable TV? And understand audience verlap? Hw can I imprve the campaign set-up prcess t make audience building, billing and distributin quicker and mre simplified, especially if I m setting up a small test campaign? Hw can I ensure we re ffering ur clients the best pstcampaign reprting pssible? Hw can I incrprate ther channels int my data-driven TV plan? Age: 33; female Educatin: Bachelr s degree in Marketing Reprts t: Agency s Chief Operating Officer Skills: Media Planning, Media Buying, Campaign Analytics, Basic Data Industry Knwledge Experience: 5-8 years f traditinal TV media buying experience within an agency, Spent the last 2 years wrking n Advanced TV campaigns within this specialized grup

3 Abby, Advanced TV Media Buyer Fcus Behavirs & Wrk Pain Pints Prvide clients with cutting-edge data, technlgy/platfrms and media strategies that ther agencies are unable t deliver Develp and fster strategic relatinships with key industry players (MVPDs, Data Prviders, Prgrammatic TV Prviders) in rder t execute campaign plans Becme a third party data expert in rder t make sund audience recmmendatins and decisins n behalf f clients Deliver clients strng pst-campaign reprting Leverage mni-channel experience t advance agency career and psitin Part f a tight-knit agency team wh are all lking fr pprtunities t grw their careers and deliver gd wrk Because f the team s sught after expertise, she has mre autnmy and influence with clients and ther agency leaders than a traditinal media agency Apprximately 20% f time is spent reviewing new vendrs and media pprtunities, 30% f the time cmmunicating with clients, and 50% f time wrking with vendrs (publishers, platfrms, data prviders, measurement partners, etc) planning, setting up and executing campaigns Clients may nt be willing t share 1 st party data, r it s a difficult and lengthy prcess t access it Accessing and billing fr 3 rd party data is a clunky prcess Team is lean with limited resurces/budget t invest in their wn platfrm/technlgy t imprve & speed up prcesses Jaded by the number f vendrs wh say they have a slutin but it s either vaprware r a pint slutin, desires a slutin that wrks acrss all channels, including Advanced TV as well as Digital

4 Pete, SVP f Emerging Media Main bjective: grw revenue and attract new clients by ffering them cutting edge media ptins Typically invlved in the client/new business pitch prcess t sell prspects n hw the Agency s ffering is unique, innvative and prvides value and expertise nt fund elsewhere Agency Buyer Prfile Respnsible fr driving the verall visin f the media buying capabilities and services ffered t clients, including but nt limited t Advanced TV lw medium high Well cnnected with ther industry leaders; serves as a key decisin maker regarding which partners the Agency selects t wrk with n data, media/publishers, technlgy platfrms and analytics Des nt prvide day-t-day management f campaigns, but is clsely cnnected t media buyers n the team (like Abby) t learn best practices, what is/isn t wrking, and receive verall client feedback Often featured at industry events and in industry publicatins as a thugh leader/industry expert n trends in new media and targeting capabilities, serves as a vice fr what he sees as advertiser challenges in mdern, data-driven marketing Influence Available Budget Purchase Authrity Decisin Maker Willing t wrk with ther Agencies as their partner behind the scenes r as a part f the verall strategy Reprts t the Agency Managing Partner/CEO Driving Questins Hw d I keep my Agency n the cutting edge f what s pssible in Advanced media, including TV? What prven technlgy r data is available t my team? Hw d I make the jb f the media buyers in my agency easier thrugh strategic partnerships and/r technlgy? Hw can I cnsistently prvide analytics and reprting t ur clients t prve the value f what we re ding? Can I find a partner that will wrk with me t build a custm slutin that ther Agencies cannt ffer? I want a unique differentiatr. Will a strategic relatinship help lead me t new client pprtunities and intrductins? Hw can I take advantage f all emerging media trends acrss TV as well as digital, mbile, etc? Age: 37; male Educatin: Bachelr s degree in business, MBA degree Reprts t: Agency Managing Partner/CEO Skills: Advanced analytics, ad tech platfrm develpment, agency business develpment Experience: 7 years f agency media experience, 3 years at an ad tech start up, Back in agency rle fr past 3 years

5 Pete, SVP f Emerging Media Fcus Behavirs & Wrk Pain Pints Cntinual explratin f new data, technlgy and publisher/media ptins he can make available t clients Seeking pprtunities t partner with cmpanies that can give his clients a great experience and his agency a cmpetitive differentiatr fr ther traditinal agencies, ultimate gal is t grw revenue, advertiser rster and client success Deep understanding f advertising ecnmics and business mdels Rbust, abve-average understanding f marketing analytics and the value t clients Spends time 30% f his time in new client pitch meetings, 30% evaluating new vendrs/partners, 30% strategic planning and perfrmance analysis, anther 10% attending industry events and serving as a thught leader Althugh he is a senir leader, he is still clsely cnnected t the feet n the grund and cnstantly receiving feedback and input frm the day-t-day peratins and media buying team Respnsible fr selecting the right partners t help ffer new capabilities t clients, needs reputable partners s he desn t risk client relatinships r budgets Team is ften wrking with test budgets s partners need t be flexible scaling up r dwn tactics with the team Wants t be the first-t-market t test new mnichannel use cases backed by media-agnstic analytics that prve ROI Lking t wrk with partners wh can help him build unique differentiatrs (whether it s data segments, platfrms, reprting) that advertisers can t get with ther agencies. May have a limited budget t d this but is willing t barter time, talent r PR supprt in return Needs t grw business, lking fr pprtunities t cnnect with cutting-edge Advertisers interested in what they have t ffer

6 Linda, Vice President f Media Senir marketing leader fr a Frtune 500 CPG brand, respnsible fr the verall strategic directin and allcatin f media dllars acrss bth paid and earned media ($125M+) Career started in the media business as a Media Planner, and further advanced in the agency wrld as an Assciate Media Directr. Career cntinued t prgress thrugh rles n the Advertiser/Brand side at a majr Telc cmpany befre mving t the CPG brand Brand Buyer Prfile Understands need fr media strategy t incrprate all channels (traditinal TV, Radi, Print; digital nline, scial media, mbile, apps; emerging Advanced TV including Addressable TV, scial influencer marketing) lw medium high Believes that media plans must align with cnsumer behavir and interests and where target audiences are spending their time (ie: Millennial wh has cut the crd can t be reached via traditinal linear primetime TV ads) Willing t invest a sizable prtin f the budget (10-20%) t test new technlgy and publishers fr tactics such as Prgrammatic TV and Vide Influence Available Budget Purchase Authrity Decisin Maker Seeks a neutral, media agnstic apprach t accessing inventry and analyzing results, believes that Publishers may skew results when reprting n their wn inventry and campaign success. Desires a cmprehensive view f campaigns perfrmance Implements changes and strategic visin fr cmpany by emplying the use f third party data and research (such as Nielsen Catalina) t understand wh is actually buying the brand, especially after being expsed t the brand s multi-channel media strategy Driving Questins Hw d I maximize the effectiveness f all f my marketing dllars acrss channels? Hw can I easily leverage data that I trust fr insights and targeting? Wh can I partner with fr mni-channel campaign analytics and respnse attributin fr a truly mediaagnstic view f perfrmance? What technlgy shuld I invest in that bth my internal team and agency partners can leverage? Hw can I streamline the media buying and planning prcess and reduce waste where I may be versaturating sme audiences and nt cnnecting with thers? Hw can I leverage data acrss all channels, bth traditinal and digital in a crdinated fashin? Age: 47; female Educatin: Bachelr s degree in Business, MBA degree Reprts t: Chief Marketing Officer Skills: Media Planning, Media Buying, Campaign Analytics, Third Party Data & Research Expertise Experience: Traditinal media planning, Brand media planning and buying, Prduct launches, Advanced and Emerging media planning and buying, Implementatin f strategic, cutting-edge initiatives t evlve cmpany strategy

7 Linda, Vice President f Media Fcus Behavirs & Wrk Pain Pints Relentless fcus n understanding what new media capabilities are available Media planning apprach starts with data and research Desires t reach audience segments wherever they are spending their time, whether it be traditinal media r advanced media Willing t test Advanced TV and Vide strategies that can deliver pst-campaign analytics tied t sales and cnsumer behavirs Spends 50% f her time develping the crprate/brand strategy, 20% evaluating vendrs/partners, 10% reviewing perfrmance and sharing KPIs with senir team, 15% wrking with creative team, agency partners and internal teams, and 5% serving as industry thught leader and attending industry events Wrks clsely with the CMO and CEO t share media perfrmance and ROAS Wants t activate data that the rganizatin already leverages acrss trusted platfrms and publishers, cares abut brand safe envirnments Needs t implement tactics that are ultimately scalable (small test campaigns take as much effrt as large brad buys fr her teams) Traditinal TV is still a crnerstne f their media plan, but needs t tap int Advanced TV tactics that give her similar reach but with better perfrmance measurement

8 Hw t Reach these Buyers Media Publicatins Cnsumed Cntent Cnsumed Events Attended Educatinal and Deep Research Based Whitepapers Vide Interviews Published Case Studies Invlving Multiple Vendrs RFP respnses reviewed critically