We are a marketing platform that leverages big data to provide insights and drive compelling efficiencies for our clients.
Every day we change TV advertising from a huge line item, with unknown results, into a precision channel that drives demand with reliable and replicable performance. We enable marketers to control their business results driven by enabling more predictable television advertising.
Our goal: maximize our clients profitability.
What We Believe
We believe the future of TV as an advertising platform will depend on driving measurable, profitable results for marketers. The radical shift in television viewing habits, driven by DVRs and web-enabled devices, is all about consumer control. The TV buying model has long been about mass reach, yet smart advertising is increasingly less about casting a huge net with a message for all to see and more about serving an empowered audience.
Hitting a wide audience means the marketer is in all likelihood reaching their target audience within the larger viewership, yet this isn’t efficient ad buying. It is why buyers still repeat John Wanamaker’s adage about wasting half their ad-spend, and not knowing which half.
What if you could know?
Advertisers seldom understand the sales effect and subsequent ROI of their TV spend. In most mass-awareness TV campaigns the majority of the spots end up being delivered to a small percentage of the desired target audience—and a small percentage of the total audience reached is the actual target audience–and often times, the target customer doesn’t even see the ad.
We use data to drill down into the attributes of each individual show that are key to our clients’ brands and services to find the most efficient place for them to talk to their customers. As often as not, it’s not where they have been buying. And it’s not as expensive.