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What to Do When Your Current Agency Doesn't Handle TV or CTV Media Buys

As a brand, you understand the power of linear TV and connected television (CTV) advertising to reach a wide audience and drive significant results. However, not all marketing agencies specialize in these types of ad buys, and you may find yourself in a situation where your current agency is not equipped to handle your TV and CTV media needs. If this is the case, it's important to know what steps to take to ensure that your TV and CTV advertising efforts are still successful.

Identifying the Right Partner

The first step in navigating TV and CTV advertising when your current agency doesn't handle these media buys is to find the right partner. This can be a separate agency, a media buying platform, or a technology provider that specializes in these types of ad buys. Look for partners that have experience working with brands in your industry and that have a track record of success. It's also important to consider the partner's capabilities and offerings such as advanced analytics, automation, and optimization tools.

Defining Your Goals and Target Audience

Before you start working with a new partner, it's important to have a clear understanding of your goals and target audience. This will help guide your decision-making and ensure that your advertising efforts are aligned with your overall business objectives. By defining your goals, you can better understand the type of audience you need to reach and the results you hope to achieve. This will also help you identify the right partner for your needs and make sure that your advertising efforts are tailored to your target audience.

Developing a Comprehensive Strategy

Once you have identified a partner and defined your goals, it's time to develop a comprehensive strategy for your TV and CTV advertising efforts. This should include an overall plan for how you will use each medium, as well as specific tactics for targeting your audience and measuring success. Your strategy should also consider the integration of TV and CTV with other channels and the overall media mix.

Leveraging Data and Technology

TV and CTV advertising are becoming increasingly data-driven, and brands that want to succeed in these mediums need to leverage data and technology to make informed decisions. This can include using advanced analytics to understand audience behavior and targeting, as well as utilizing technology to automate and optimize ad buys. By leveraging data and technology, you can gain a deeper understanding of your audience and create more effective and efficient campaigns.

Continuously Measuring and Optimizing

Finally, it's important to continuously measure and optimize your TV and CTV advertising efforts. This will help you identify what's working and what's not, and make adjustments accordingly. By regularly monitoring your campaigns, you can identify areas for improvement and make changes that will drive better results.

In summary, when your current agency doesn't handle TV and CTV advertising, it's important to find the right partner, define your goals and target audience, develop a comprehensive strategy, leverage data and technology, and continuously measure and optimize your efforts. By following these steps, you can ensure that your TV and CTV advertising efforts are successful and achieve your business objectives.

Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.