Navigating the Scatter Market Amidst Uncertainty

Audience-Based Planning vs. Index-Based Planning V2

When we published V1 of this whitepaper, we began by presenting a hypothetical situation: “Say you’re a marketer for a national brand. You just found out your TV advertising budget may be slashed by 10% this quarter. Should you change some, all or none of your TV targeting?”

How things have changed. Amid show production postponements and a reluctance by marketers in several verticals to make significant budget commitments for the fall, the Upfront TV marketplace is likely to shrink considerably in 2020. The Upfronts operated on the notion of contextual, content-driven buying, with networks, brands and agencies basing billions of dollars of investment on assumptions about what audiences would watch. Buying and selling contextually is going to be harder this year than at any time in recent memory. A smaller Upfront means more money will be transacted in the scatter market instead. Scatter works very differently than the Upfronts, so the need for a smart, nimble, and effective scatter market strategy is more pressing than ever.

We’re publishing the second edition of this whitepaper to help brands and their agencies prepare now so that they won’t skip a beat, no matter what the market throws your way. Regardless whether you use TV advertising for customer acquisition, store visits, app downloads, website visits, calls to a call center, or just increased audience reach, this whitepaper will help you nail the audience-based strategy you need to master the scatter market and grow your brand.

Table of Contents
• What Is An Index, Anyway?
• How Audience-Based Buying Differs
• People vs Programs
• Head-to-Head Field Test
• Q&A

Comparing the reach, target audience CPM, and index for two programs on two different networks.
Excerpt from the whitepaper

Interested? Download the full white paper.