Centriply creates common ground for TV ad campaigns, with data-driven and location-based Audience Buying
- Pushing the envelope of ATV Ad Targeting, Centriply announces major planning platform update.
Linear TV campaigns that cross silos like planners haven’t seen before.
There are two adages in life “Timing is everything.” and “Location, location, location.” The Targeted TV specialist Centriply, announced its new updated martech platform, TangoGEO2.0 taps into both. Creating common ground for media by combining the many layers of TV and digital video impressions. Achieving unmatched scale by using the impact of broadcast, the reach of cable and the performance of OTT/Addressable to support each other for planning and buying air-time. Recently upgraded, TangoGEO2.0 visualizes cross-screen planning of TV options together, including network, market, hyper-local, and household level impressions, achieving a pivotal goal of DSPs. It’s automated, data-driven audience buying and location targeting, for a unique Targeted TV marketing solution.
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This newly updated application is a part of Centriply’s Tango Media Suite of TV marketing technology. Used in conjunction with an extensive data warehouse and powerful inventory planning module TangoPLAN, any location can be explored to find customers at sub-DMA levels and incorporate a variety of digital data sources to inform the planner about that consumer. By accommodating different types of media, such as “upfront” inventory purchased in pre-season negotiations, scatter market opportunities or private marketplace deals, programming inventory is matched to location. Considering the concentration of audiences can direct budget allocation and media weight so planners can calculate the media spend required to be effective.
“Mapping high-value communities of consumers uncover insights, while the granular measurement makes ROI possible. This Targeted TV layering give brands and agencies the ability to stay at the forefront of performance marketing while accommodating traditional media as well. We see successful flexible strategies and tactics work for brands every day,” says Keith Reidy, Senior Media Buyer, Cable Scope Inc.
Keith added, “Guided by the same audience data segments from Experian as a digital campaign, TangoGEO lets HH level data drive Linear TV ad campaigns. Concentrations of viewers of broadcast and cable are compared in one place making it easy to show to clients.”
This latest upgrade of TangoGEO2.0’s easy to use interface and fast automation makes it a unique Advanced TV tool for media planners. “Account teams and planners will appreciate the mapping and granular reporting ability that this platform can produce. Accuracy and the ability to go from a single ZIP to a national view was paramount to the success of this software release. Viewing several layers of TV at once and comparing marketplace options brings competition into these walled gardens of TV,” Reidy explained.
TangoGEO2.0 combined with TangoPLAN answers the questions of where, when and most importantly, how much to reach your audience right from your desktop. Take advantage of the scale of broadcast and the reach cable while eliminating duplication against addressable and OTT. Having optimized 150 million dollars in media budgets, Tango Media Suite has been helping over 2,000 brands speak to their consumers with advanced TV campaigns since 2005.
Centriply is an independent media agency on a mission to give agencies and brands the technology that taps into the scale of TV with the abilities that digital marketers expect.