Case study: how Mediastruction is using the digital networks & tech database

We’re always interested in receiving feedback about how you’re using for media buying and planning so that we can share with others any tips or uses that others may not have considered. Recently, we had the opportunity to chat with Jon Meunier,Media Coordinator at Mediastruction, about his media planning experiences, how he’s used the new Digital Networks & Tech database and his favorite feature. To start using the tool, sign in to now.

Kantar Media SRDS: Can you tell me about your media planning experience and using

Jon Meunier, Media Coordinator at Mediastruction: I’ve been using SRDS for three years at Mediastruction. I first started with traditional and then shifted to broadcast, which requires a little more analysis. Now I also do digital, which requires even more research and planning.

Kantar Media SRDS: Do you work with third parties like digital networks and exchanges, or just direct-to-publisher for clients?

Meunier: At Mediastruction, we can do third-party and direct planning and buying. For example, we had a campaign last month that folded in both sides in order to promote the client’s messaged broadly while also hitting hyper-local websites. We ran across a DSP in one market to get scale and promote the client’s branding message out to as many targets as possible that we wouldn’t be hitting with just a few websites. We then folded in direct-to-publisher websites, which promoted the client’s message in a highly-relevant local environment, which reached a more-qualified audience. On the flip side, those few websites have a limited reach, maybe tens of thousands impressions. By incorporating exchanges or networks, particularly those that provide audience profiling, retargeting or geo-targeting, and combining that with a few specific sites, we got the best of both worlds for the client.

Kantar Media SRDS: What are your thoughts about the new Digital Networks & Tech database so far?

Meunier: The new database is amazing. It’s almost like you read my mind. Just a year ago as I was using SRDS, I wondered why networks weren’t included.

Kantar Media SRDS: How do you think the database could help media planners and buyers?

Meunier: It can help planners and buyers who may not know where to start when doing third-party digital. They may not know who the top networks are or who is IAB certified. The database gives them the first step in that discovery process, no matter if they’re looking for networks, exchanges or even smaller websites. The fact that you can search a vendor or website and get all of this information without having to make a phone call is huge.

Kantar Media SRDS: How have you been using the database so far?

Meunier: Primarily as a research tool and a way to check my work. My first dip into the database had to do with a large, retail client that has different shopping centers up and down the East Coast. We helped them do their planning in seven different markets. By the time the new database came out in October, most of our holiday planning had already been completed, but I still had the opportunity to go back and use the database to check my work.

Kantar Media SRDS: How so?

Meunier: Last year, we used a Comscore Top 20 network for the client and we wanted to do something similar this year. But we also wanted to evaluate different players in the market, check out the differences in CPMs and find out which had partnerships with creative agencies. I wanted to come up with a short list of networks that scored high on the shopping index for the target we were looking for: women, 25-54 years old. That list was already put together when the new database came out, so I used the SRDS to double-check my research. I went through each network to make sure I had all of their correct capabilities, platforms, formats, etc. I was able to vet what the reps had told me. For example, I needed to be sure they could run on tablets, and SRDS told me they could.

Kantar Media SRDS: What feature did you find most beneficial?

Meunier: By far, being able to check each network’s publisher site list. Not every network will provide that transparency, so that feature is the best thing I’ve seen in the new SRDS database.

Kantar Media SRDS: Why is that so helpful?

Meunier: It gives our agency a little bit of leverage. If we find out that two networks are running on the same publisher and then find out that one has a lower CPM, that gives us much more ammo when we go into these meetings. As an agency, it’s awesome to have that tool. For this specific local campaign, I eye-balled the different markets we were working on for this client on the East Coast and could go through to see the site lists of all of the networks we were considering.

Kantar Media SRDS: Are there any other examples you’d like to share about how to use the database?

Meunier: It can help you vet networks and exchanges before spending your time on the phone with a sales rep. For example, before the database launched, I was exploring vendors for a client and I found one that specialized in keyword- based display advertising. I saw the word “display,” and I thought, great, let’s check them out. It was only after a long conversation with the network’s rep that I realized that this vendor didn’t fit the clients’ goals at all. Their services were interesting, but just not right for our client. The new database could help me quickly understand what a vendor offers and potentially save me time.

Kantar Media SRDS: Who do you think could benefit from using the database?

Meunier: Any media buyer or planner. Especially if you are new to digital advertising, this database offers a quick way to figure out whether you want to or should reach out to a vendor. The data gives you more ammo and information about networks versus going in blindly to a sales call and listening for an hour as they try to explain their services.

Kantar Media SRDS: Would you recommend it to other media planners?

Meunier: Yes, it’s a very helpful planning tool and nothing else that I have come across in my experience compares to this so far. It’s been available for traditional and broadcast and it’s really been overdue in the digital space. It’s a huge step from anything we’ve had in our industry in the past and really gives media buyers and planners a first step introduction to exploring and evaluating digital opportunities.

Sign into now to start exploring vendors for your client’s next campaign now. Would you like to tell us about your experience with the new database? Contact us here.

If you’d like to find out more information about Mediastruction’s media planning services,click here.

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