Although Ross Advertising has always been active throughout the country, our operation is based in Los Angeles, the second most expensive market in the USA.
Most advertisers don’t have the budget to be everything to everybody. Advertisers with limited budgets still achieve success with Ross because Ross methodology enables them to “Be Somebody Somewhere.”
Too few exposures to an advertisement will result in failure, wasting the client’s valuable dollars. Adequate frequency of impressions TO THE SAME HUMANS is necessary for success.
Relying solely on the standard reach and frequency reports can be misleading – not to say they are bad, but they cannot be the end all for media planning and scheduling. Furthermore, rating points and the cost per point cannot be the sole reliance for media planning and scheduling either. Ross media methodology does not solely depend upon Nielsen numbers to plan a media buy.
As an example, Nielsen monitors 1,300 households to extrapolate the viewing patterns of ~13,000,000 viewers in the LA DMA. Is research from 1,300 households enough input to project what ~13,000,000 people are watching on TV?
Reach without controlled frequency to the SAME HUMANS is wasted.
Frequency runs assume all viewers see all spots. For example, if an advertiser airs a commercial on ABC at noon, another on NBC at noon, and a third on CBS at noon, the frequency report assumes you saw all three spots. Unless you were watching three TVs...
Additionally, if a viewer sees a spot on ABC’s Good Morning America at 7:03am on Monday, it would be questionable if the SAME HUMAN would also see a spot on NBC’s Late Night with Jimmy Fallon at 12:45am on Thursday. Yet, the standard frequency report assumes you saw both spots.
Without building frequency to the same people, the advertising message is most likely to go in one ear and out the other. Ross Advertising's controlled frequencies go a step beyond the standard media reach and frequency runs in order to drive optimal results.
A point is not a point. Monday’s points on program A may not be as valuable to you as Friday’s points on the same program even though they cost the same. Points in one daypart will not cost the same as points in another daypart. Points on broadcast TV are not the same as points on cable TV, which are not the same as radio points. On limited budgets, when too much emphasis is placed on delivering the most points, frequency to the SAME HUMANS suffers.
Be Somebody Somewhere on TV
Ross buys media by specific programs, not rotators, to achieve controlled frequency to the SAME HUMANS.
Searching out the cheapest points can result in placements across all days of the week and all dayparts.
This type of placement delivers very little, if any, frequency to anyone.
At Ross, we understand that people watch TV just one of two ways.
Appointment TV – Program specific, day after day, as part of their lifestyle,
or as a background companion – Hour after hour.
We don’t have enough budget to be everything to everybody.
So, we consolidate to the most productive days of the week - consistent with the natural business curve. (This W-Sa example is for retail advertisers – Lead generation advertisers would be consolidated to M-Th)
Then we ID groups of programs, within dayparts, which target our demo. (This example is for retail advertisers – For lead generation advertisers we would also consider programs’ response characteristics)
We place spots where the horizontal and vertical lines intersect.
Achieving controlled frequency to both types of viewers on the same dollars spent.
Ross media works on smaller point levels because we consolidate the spots for a significant delivery to a controlled piece of the market. Without the Ross Media strategy, you will need a much higher point level to generate leads or drive store traffic.
Be Somebody Somewhere on Radio
Ross also cherry picks the delivery of radio spot placements. But radio is much different than TV. TV is the perfect medium for mass appeal products and services. Radio is better suited for more narrow demographics.
For example, a casual dining restaurant appeals to a very wide range of demographics; gender, age, ethnicity, income, etc. We would prefer TV for that target. But if we are selling a sun tanning product, we would use a Top-40 radio station to reach a narrow, young target. We would select the station format best for delivering our target. Then like TV, we concentrate the impressions by day and daypart to "Be Somebody Somewhere."
On radio, to either generate leads for direct response or for retail traffic building, we utilize foreground, not background formats. The foreground format demands more listener participation. For lead generation, the most effective formats are News and Talk and the most effective dayparts are, in rank order, Midday 10a-3p; AM drive 5a-9a; PM drive 3p-8p. For retail, formats and daypart choices depend upon the product.
Be Somebody Somewhere on Cable TV
Broadcast TV viewership tends to be day and time specific – that is appointment TV. We have found that most cable viewership is the direct result of channel surfing.
Cable companies prefer to sell a time buy as broad as ten or more networks, regardless of budget size. This is for the benefit of their own inventory control. For advertisers with limited budgets, Ross generally condenses to about 4 networks. We schedule the spots, confining the days and the times, so the commercials fire off every 1-2 hours.
This change in methodology for cable is necessary to deliver controlled frequency because of the different cable viewing patterns.
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