Multi-Screen Attribution with MNI 

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  • Performance Media Planning & Buying

In our latest episode of Test. Learn. Grow., we sat down to talk to Brendan Kennedy the Director of Strategic Accounts for MNI, and Level’s Media Director, Keefer Kopco. We took a deep dive into multi-screen attribution.  

Rather listen than read? In this podcast episode, we had a great conversation with Brendan and Keefer about datasets and how marketing on Over the Top (OTT) and Connected TV (CTV) can work for all clients. Take a listen.  

MNI helps agencies and companies get the right message in front of the right audience. Essentially, MNI specializes in audience strategy. With the amount of data that gets collected in digital spaces today, it’s never been easier to target audiences for clients. But where is the best place to start?  

Message Placement: Where to Begin? 

It’s easy to get lost when there are so many platforms available for marketers to use. Brendan gives a few simple tips to get started:  

  • First, understand who your audience is 
  • Take the time to do the research as to where your audience is the most engaged 
  • Consider how large your budget is 

Keefer added another thing to think about is what are you getting your audience to do? This informs everything from creative to strategy.

Breaking Through Fractured Attention Spans 

Brendan says the best way to find someone is to find all the places they are, but even then, marketers are still competing with fractured attention spans. A company like MNI brings the different touchpoints together. Brendan gave an example of the on-the-rise, largely untapped platforms of Connected TV (CTV) and Over the Top (OTT) platforms. MNI can tie together datasets across channels like CTV by determining the IP address, mapping back to the home’s Wi-Fi, and then running ads across devices within the home. MNI ties the whole ecosystem together instead of a client just advertising on one platform on one device. Its granular datasets can target specific devices or all devices if that is where the audience is. 

Connected TV and OTT Accessibility 

In the past, linear TV (Cable TV) advertising was reserved for large companies with deep pockets. But with digital and CTV, marketing on CTV and OTT platforms is more accessible to everyone, even clients with smaller budgets. The good news: The higher up the funnel, the lower the barrier to entry there is as far as ad budget is concerned. A client doesn’t need a massive budget to be successful in this space if their business goals are clearly defined. Not only that, but also now is the time to invest in the CTV and OTT space. According to Brendan, there are more eyeballs than there are dollars so get in now.  

Information/Privacy Balance 

Do marketers have too much of our data? Brendan pointed out that he doesn’t mind sharing his data if he’s being targeted with the right ad. But there comes a point where there is more data being collected than is needed. That’s not always useful. Eventually, Brendan says, we need a unified method of being able to scrub our own data as individuals to make sure it’s the data we want out there. Someday we might be able to opt out of data sharing on our smart TVs, but there is a long way to go until then.  

Test Marketing on OTT and Connected TV  

When a client wants to test their marketing in the OTT and CTV space, Keefer comes back to what the client is trying to accomplish. If it is brand awareness, marketing on OTT and CTV can be a good fit. If that’s the case, Keefer looks at any existing traditional TV or radio budget to see if a portion of that budget could be tested in the OTT and CTV space. Keefer recommends not taking media budgets from direct response or other big conversion drivers. 

If you want to learn more about how Level Agency is testing in the CTV and OTT spaces, schedule a consultation with us. 

Did we miss something? Feel free to share the successes of your organization’s culture or other thoughts on the topic!  

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