"Is it too soon to start thinking about New Year's resolutions? Since taking on AdExchanger's CTV beat at the beginning of March, I've learned a lot about the industry from the perspectives of publishers, measurement companies, platforms and even a few brands. So next year, to round out my education, I'm setting a goal for myself to start talking to more media planners, agency executives and buy-side experts."
"Novus is a bit unusual compared to other independently run agencies, as it specializes in ZIP code-level media buying at scale. In fact, the "new challenge" of a geography-focused lens is what initially drew DeJarnatt over from his previous role at Publicis in 2022, he told me. Novus also stands out from other independent agencies by working with a lot of big, non-region-specific companies that you wouldn't expect to be thinking in terms of hyper-locality, like B2B cloud software services and national health care providers, said DeJarnatt."
"A lot of clients want the pricing advantage and flexibility of CTV, but they also want the ability to buy specific programming. As it exists today, those are still two separate things, and so we have to continue that education and understand the advantages and disadvantages of"
ZIP code-level hyper-local media buying can be executed at scale to reach dense concentrations of target customers, even for national and B2B brands. A geography-focused lens attracts agency leaders seeking new challenges and differentiates agencies that specialize in local targeting. Large, non-region-specific clients such as cloud software providers and national health care organizations can benefit from hyper-local approaches to find concentrated customer populations. Clients exploring CTV seek pricing advantages and flexibility while also wanting the ability to buy specific programming, creating a need for education about trade-offs and combined targeting strategies.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]