Reach the Same Viewer for Half the Price

There’s nothing quite like Sunday Football — and nothing quite like the hyper-inflated cost of this ad inventory. What if we told you that you could reach the same individuals you are trying to reach watching Sunday Football, or any premium game or event, for half the price? The answer is programmatic (targeted) advertising; exclusively reach your valuable audiences on the most cost-efficient inventory. Try again ESPN!

Marketers pay excessive fees to deliver ads on “premium” inventory (Sunday football, award shows, etc.). Why? Because they believe this is how to reach interested audiences. This advertising strategy is called endemic advertising — the oldest (least precise) form of audience targeting that values the content or channel first, in hopes that it will reach the intended viewers. An example is showing truck advertisements on ESPN Sunday Football because you believe truck owners like sports. While this may be true to some degree, you cannot guarantee that the majority of (or any) tuned in viewers are in-market for a truck. So, advertisers overpay for premium content/network inventory to hopefully reach in-market audiences. It is an educated guess… for a lot of money.

With the right tools on Connected TV advertising, there’s no need to guess. Rather than paying for the content to hopefully reach the right viewers, just pay for the right viewers. Sound like a shortcut? It totally is. By placing the value on the person, rather than the content, advertisers will reach exactly who they want without the wasteful premium inventory fees. This strategy is called programmatic advertising — where marketers can target individual users in their exact markets and exclusively show them advertisements wherever they watch. It doesn’t matter what content they are watching or which channel they are watching on, targeted data can automatically identify these valuable individuals and share advertisements across any and all channels, avoiding the expensive premium slots. Marketers no longer need to worry which inventory to choose because automation identifies valuable users and chooses the inventory for them.

So the content type doesn’t matter? Nope. Targeted advertising can find the same in-market users that marketers were trying to find on ESPN, on cost-efficient inventory during the same time frame, all for half the price. It doesn’t matter which content’s ad break the ad was delivered on. What matters is that an identified in-market individual completed the ad. The content or channel means close to nothing, and which person watching the ad means everything. This is because the inventory doesn’t drive sales, the right audiences do. Programmatic advertising guarantees that the right people are watching the advertisement, all for the most cost-efficient price. Don’t let popular inventory placements dry out your media budget when you can reach your desired viewers through hundreds of other channels and content directly.

While the content type does not matter, engagement does. This is why EMG filters out any inventory that is not meant for human attention (like content created for animals or babies), so the advertisement has the greatest opportunity to reach an awake, engaged human being. With these filters in place, the advertisement is safe to run on whichever inventory the valuable viewer is watching, avoiding the costly sports events and award shows.

EMG’s streaming solution buys with an audience-first strategy, targeting specific pre and in-market individuals and strategically placing our partners’ automotive ads on highly engaging, cost-efficient inventory. Do the most, while spending the least. Get started today.