data managementtechnology
Ampersand’s Advanced TV Data Strategy: Driving Cross-Platform Reach & Sports Sponsorship Innovation
1. What role does advertising play in your current media strategy, and how are you scaling it to reach cross-platform audiences effectively?
Ampersand helps advertisers reach and measure audiences at scale, across 63 million households, with data-informed media plans designed to reach a brand’s key audience in ad-supported linear, streaming and on-demand video content. We tend to see very impactful media performance when multiple platforms are layered into a media plan. For example, a recent campaign targeting the same strategic audience on traditional and addressable media, saw great success and reached 89% of its strategic audience while also driving a +21% lift in website visits.
2. How are you measuring the effectiveness of your campaigns across linear TV, digital, and streaming platforms in a unified way?
First, having a clear definition of success for an advertiser and alignment on success indicators are crucial to provide meaningful insight on a campaign’s effectiveness. Ampersand has a suite of measurement capabilities that enable measurement of advertising performance across the marketing funnel in a unified fashion so that brands gain a deeper understanding of a campaign’s effectiveness, what’s working (or not working) and how to optimize for the next campaign.
First, having a clear definition of success for an advertiser and alignment on success indicators are crucial to provide meaningful insight on a campaign’s effectiveness. Ampersand has a suite of measurement capabilities that enable measurement of advertising performance across the marketing funnel in a unified fashion so that brands gain a deeper understanding of a campaign’s effectiveness, what’s working (or not working) and how to optimize for the next campaign.
3. How does Ampersand leverage its access to sports inventory to deliver better results for advertisers?
Ampersand leverages its access to over 14,000 live sporting events annually—including marquee events like the NFL, NBA, NHL, and March Madness—to help brands connect with sports fans at their most engaged moments. Unlike costly national or league-level sponsorships, Ampersand enables advertisers to align with major events and passionate fanbases in a more cost-effective, targeted way—delivering the same brand association and impact without the premium price tag.
Through our proprietary AND Platform, we enhance this reach with powerful audience intelligence. By analyzing sports viewer segments and behavioral data, we help advertisers target specific audiences based on how, when, and what they watch—before, during, and after the game. This ensures campaigns are not only seen but resonate with the right consumers at the right time, driving more meaningful and measurable results.
4. How is Ampersand democratizing access to sports sponsorships?
Ampersand is lowering the barriers to entry for sports advertising, offering scalable solutions that suit a range of budgets. This opens the door for smaller brands to participate in sports marketing, which has traditionally been dominated by larger players. By providing targeted, localized access to sports content, Ampersand offers a more cost-effective way for brands to align with sports without the hefty price tag of national or league-wide deals.
Ampersand is lowering the barriers to entry for sports advertising, offering scalable solutions that suit a range of budgets. This opens the door for smaller brands to participate in sports marketing, which has traditionally been dominated by larger players. By providing targeted, localized access to sports content, Ampersand offers a more cost-effective way for brands to align with sports without the hefty price tag of national or league-wide deals.
5. What challenges are you facing when it comes to activating data across fragmented media channels, and how are you overcoming them?
The ability to action off data that is derived from a variety of sources, but also translatable back to an anonymized household identifier is a complicated issue, but having that flexibility is critical to being able to execute a holistic advertising strategy. Ampersand overcomes this challenge by using identity graphs that enable consistent and privacy safe deterministic household level addressable targeting across linear, on demand and streaming media.
The ability to action off data that is derived from a variety of sources, but also translatable back to an anonymized household identifier is a complicated issue, but having that flexibility is critical to being able to execute a holistic advertising strategy. Ampersand overcomes this challenge by using identity graphs that enable consistent and privacy safe deterministic household level addressable targeting across linear, on demand and streaming media.
6. How are you balancing national branding efforts with the growing importance of localized, regional targeting enabled by addressable TV?
National and local/regional efforts should complement one another rather than compete. We have seen geographically targeted advertising fill in many of the audience targeting gaps and optimal frequency goals that are needed to make a positive impact on kpis. Recently Ampersand worked with a brand to design a campaign including traditional local linear and addressable inventory in specific geographies. The brand reached more of their strategic audience with local linear and addressable versus their traditional national linear buy (+19% and +12% respectively) and saw a +25% increase in conversion.
National and local/regional efforts should complement one another rather than compete. We have seen geographically targeted advertising fill in many of the audience targeting gaps and optimal frequency goals that are needed to make a positive impact on kpis. Recently Ampersand worked with a brand to design a campaign including traditional local linear and addressable inventory in specific geographies. The brand reached more of their strategic audience with local linear and addressable versus their traditional national linear buy (+19% and +12% respectively) and saw a +25% increase in conversion.
Get in touch with our MarTech Experts.
