Tool Time: Talking About Our Tech
Here at Hoffmann Murtaugh, we’re a big proponent of always using the right tools for the job. Because of this, we’ve invested in several top services, tools, and programs to get the best results for our clients. Check out some of our marketing arsenal below:
Kantar is a platform that provides specific competitive information to understand what your competitors and industry are doing in the media landscape. It provides insights across traditional (TV, print, radio, outdoor) and digital (online, mobile, video, social, and search) media. The data is provided at both a local and national level offering intel on what, where, and how the category and competitors are spending within the media industry.
Nielsen Scarborough Local Market Surveys allow us to examine the characteristics and behaviors of various audiences at the local market level. We can build custom audiences using demographics and characteristics (e.g. Women ages 25-39 who work full time) or we can use the tool to reveal the composition of an audience that is unknown (what is the dominant gender, age, employment status of consumers who have used Grubhub or UberEats in the past 30 days). Once we define our target audience(s), we can reveal media consumption habits (average time spent daily with various channels) and media preferences (stations, websites/apps, social and streaming platforms, publications) that help us uncover the best opportunities for reaching and engaging with our targets.
SQAD is a media planning and buying tool that helps with budgeting, reporting, and research. We use SQAD as a benchmark to estimate costs and budgets for local radio and TV.
SQAD gives us the ability to provide insight while in the planning stage and helps to showcase more meaningful CPP/CPM benchmarks in our campaign reporting. During planning this knowledge gives us an advantage in understanding market, demographic, and daypart nuances so we can optimize our strategy and negotiate costs more effectively for our clients. We are able to analyze historic cost data on an ongoing basis and compare and adjust to measure our own success.
In media, you need a particular Reach and Frequency within your determined target audience to make an impact in a market. MarketMate is a Nielsen tool where we can create Radio and TV media schedules and look at Reach and Frequency. This media reporting tool gives us the ability to develop competitive strategies by seeing the impact of alternative schedules immediately. We can easily look at how we are impacting different demos down to the daypart level. MarketMate helps us be as effective as possible with our media planning and placement.
Paid OOH (out-of-home) advertising can come in a variety of formats and products (i.e. – static billboards, digital billboards, transit ads, airport placements, etc.). Similarly, one size does not fit all when it comes to OOH impression deliverables. Historically, as an industry standard the Traffic Audit Bureau (TAB) would factor in department of transportation counts, visibility adjustments and US census data to arrive at weekly impression estimates and demographic insights on a panel by panel basis. Then, in 2016 TAB rebranded itself as Geopath as part of a shift from measuring audience impressions to measuring based on audience location. While Geopath and most vendors cannot report on a traditional panel’s actualized weekly impressions (yet), by utilizing Geopath’s impression variation dashboard reports we can track weekly traffic mobility on a market by market basis. As a result, this allows us to apply mobility factors to a panel’s estimated weekly impressions to arrive at a more accurate total for our reporting – while also monitoring traffic trends for future OOH strategies and recommendations for our clients.
Agency Trading Desk
Hoffmann Murtaugh recently launched an Agency Trading Desk (ATD) that provides our clients with direct access to online inventory in real-time. Our programmatic demand-side platform (DSP) is built to reach and target audiences, and the agency’s team of traders can launch targeted campaigns at scale across all digital ad types (display, native, digital video, digital audio, mobile, etc.). The new platform is specifically designed for video and will be essential to reach cord-cutters in the years to come.
Nielsen ratings help determine the audience size and composition of television and radio programming. The ratings are gathered from Nielsen families who volunteer to share their viewing habit data, which is collected via set-top boxes and other measuring devices. These ratings provide a picture of who is viewing/listening to which programs by gender, age, and demographic area.
Nielsen ratings are one factor in helping to determine the cost of television and radio advertising. TV, radio stations, and cable networks need this data to determine who is watching/listening to their programs and how to price them. Agencies and advertisers use these ratings to understand their target demographics viewing/listening habits and for negotiations with the stations.
We use this data to ensure we are making both efficient and quality programming choices for our clients. When purchasing TV and radio for our clients we load the Nielsen data into Strata, which is our media buying software. We look at months of historical data and seasonal trends to project ratings for all programs we could potentially purchase. We make our program choices based on the Nielsen data and costs from our stations and put together the best possible schedule for our clients. Once the schedules are over we use Nielsen data to do a post buy analysis to ensure rating and impression delivery against our target audience.
Core Media Systems
Core Media Systems is a response management software used to measure advertising performance. The software allows you to ‘digitize’ your TV schedule and see when a spot airs and how consumers react to it. The cloud-based system can integrate your response data (call center and website) to show a complete picture of your linear television campaigns and make buy optimizations a breeze. The reporting available in Core Media Systems can be exported to use in visualization tools to show the health of an overall integrated campaign.
Cision is a PR campaign tool that provides the most up-to-date media outlet and media contact lists, offers target tools to target the right journalists and influencers for campaigns, assists with distribution of releases and information, and can measure the effectiveness of the campaign.
SEMRush is an all-in-one program for SEO, content marketing, and social media. It helps us do a deep dive into keyword research so that we can help our clients (and ourselves) rank better on Google by providing the perfect content on both websites and social media. It also provides information for competitor research and analysis, opportunities for backlinks, and social media analytics.
Power BI is a Microsoft data visualization tool used at Hoffmann Murtaugh to combine and analyze multiple data sets. The tool creates visually appealing reporting that allows the user to review large quantities of data with ease. Data sources can be uploaded, linked together, and standardized all within the single platform. The platform also allows for easy collaboration and sharing through Microsoft products like Teams.
As you can see, we know that using our research tools at every stage of the process is important. We continually reevaluate to make sure that we are using the best and most relevant tools. This is a huge benefit that we offer our clients. So much so, that the tools we subscribe to are the largest investment for the agency, behind our talented people!