For many businesses, Q4 represents the moment that will make or break their fiscal years. With so much at stake, many advertisers turn to the scatter TV advertising market to fine tune their overall marketing approach. Unlike with upfront commitments, scatter buys enable advertisers to pick exactly when they want to be on air and whom they want to target. This requires careful planning and precision, though. The agency for a national brand of innovative home care power tools and accessories (HCPTA) needed to move quickly to launch a new vacuum that was designed and priced to compete against a well-established competitor. Black Friday/Cyber Monday were fast-approaching, so time was of the essence.
Click to get the case study on this brand’s agile and successful execution in the Q4 scatter TV market.
Simulmedia then developed a media plan that maximized incremental reach of this audience. That meant buying 5,066 spots on 61 different national media outlets. If that sounds like a lot, you’re not wrong. In today’s fragmented television marketplace, though, advertisers must buy more networks and spots to reach more consumers.
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