In today’s dynamic TV ad landscape, advertisers need to embrace evolving measurement strategies to gain a competitive advantage. Recently, at the ANA Data, Analytics and Measurement Conference in Chicago, Brad Feinberg, Vice President of Media & Consumer Engagement at Molson Coors, sat down with Steve Murtos, SVP of Brand Partnerships at iSpot, to discuss how Molson Coors is taking their TV advertising to the next level by using MTA to keep track of key KPIs including incremental reach, return on ad spend (ROAS), sales lift and overall marketing effectiveness.
The Power of Real-Time TV Data: Partnering with iSpot
Before partnering with iSpot, Molson Coors faced challenges in accessing timely and actionable TV data. The brand had struggled with previous TV data sources providing retrospective insights that were outdated by the time they were aggregated. With access to iSpot’s real-time data, Molson Coors gained a competitive edge. The granularity of iSpot’s data and the ability to audit media investments in real-time transformed the way they measured marketing effectiveness.
This partnership has evolved over the years, transitioning from basic competitive intelligence to a fundamental component of Molson Coors’ Multi-Touch Attribution model (MTA). The level of granularity and speed provided by iSpot’s TV data have been instrumental in optimizing marketing strategies and improving ROAS.
Cross-Screen Engagement: Reaching the Modern Consumer
The days of targeting a single screen are long gone. Today’s consumers engage with content across various devices and platforms. Brad Feinberg highlighted the importance of marketers recognizing this shift, explaining, “We think of it as what are the eyeballs we need to get to? How do we ensure that we’re driving both reach, recency, engagement, etc., across screens, rather than focusing on one specific screen?” Adopting a unified measurement approach has been a game changer for Molson Coors, allowing them to drive more efficient reach across platforms.
Feinberg emphasized the significance of behavioral analysis over the medium itself to better understand reach and frequency. YouTube, for instance, plays a pivotal role in cross-screen engagement. YouTube videos have a substantial impact on viewership, regardless of the device or screen content is displayed on. This shift has driven Molson Coors to build a cross-screen waterfall strategy, starting with linear TV as a foundation and extending across various platforms, measured by iSpot, to maximize unduplicated reach.
As audiences continue to disperse across screens and platforms, the challenge of managing frequency across platforms becomes more apparent; making holistic, cross-screen measurement crucial to effective marketing. Finding the right frequency balance requires flexibility in buying and a deep understanding of audience behavior made possible by a holistic measurement approach. For Molson Coors, it’s important to track metrics like reach, frequency, and sales lift for both linear and streaming. In order to do this, Multi-Touch Attribution (MTA) has become a cornerstone of Molson Coors’ TV ad approach, allowing them to analyze the impact of campaigns across various screens.
How Molson Coors is Embracing Change
Streaming platforms are gaining prominence, especially in the realm of sports programming. The move of major sporting events to streaming services has opened new avenues for advertising and audience engagement. For Molson Coors, this furthers the importance of agility and flexibility in media buying.
Molson Coors also recognizes the shift in demographics within viewership. Brad Feinberg emphasized the growing significance of Hispanic audiences and noted that targeting diverse audiences is critical for sustained brand and business growth. With iSpot, Molson Coors integrates demographic insights into their plans, ensuring that creative strategies resonate with their target audiences.
Ultimately, Molson Coors’ partnership with iSpot is a testament to the power of real-time TV ad data and its impact on marketing strategies. With a commitment to embracing change, optimizing cross-screen ad engagement, and reaching diverse audiences, Molson Coors continues to pave the way for the future of TV advertising.