TV Analytics Firm Taps DRTV to Market Itself
26 Aug, 2015By: Doug McPherson
PORTSMOUTH, N.H. – It may be the perfect example of a marketing-services company putting its money where its mouth is: Advertising Age is reporting that analytics firm C3Metrics is running DRTV ads on entertainment and sports programming. And it’s working: the firm says it is winning attention from clients and new business.
The ad could be for any consumer product because it offers a proposition – the tried-and-true “free-trial offer” of C3Metrics analytics services for attributing sales lift from TV ads up to 50 brands monthly with TV budgets of at least $5 million.
The campaign has gained enough traction since it began in September that the firm is now putting $250,000 behind it monthly, AdAge reports.
C3 Metrics’ chief operating officer Jeff Greenfield told AdAge the company has clients spending up to $100 million a year on TV. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller,” Greenfield said. “TV is still, in our minds, the most powerful medium out there.”
C3Metrics has tweaked ad creative at least a dozen times in the past year based on its findings and refined its TV buys using its own system.
One of C3’s new clients won from the campaign is PillPack, a startup that’s preparing a TV campaign for its concierge-style service that deals with doctors and insurers to get prescriptions filled, then puts them in easy-to-track-and-use packaging. PillPack executives discovered C3 from one of its TV ads that ran during June’s broadcast of the NBA Draft.
A.J. Resnick, director of acquisition and analytics at PillPack, said he was impressed by C3 using TV. “An attribution company doing TV is the kind of company we want to work with as a brand, because they’re able to know what’s working and what’s not,” he said.
Most marketing-attribution firms today, Resnick said, are focused on helping “rightsize wrong digital media buying, but my goal is to work with someone who knows how to leverage cross-platform – TV in particular.”
C3’s strategy sprang from discussions between Greenfield and C3Metrics CEO Mark Hughes. AdAge reports they wanted something to make C3Metrics stand out from the clutter. And they saw their biggest competitors as Google and Nielsen, “who can outspend us 1,000-to-one at every conference we go to,” Greenfield said, but aren’t using TV – at least not to promote B-to-B analytics services.