A media strategy that could scale and perform
Rain introduced a more flexible and predictive way to scale TV to hit Ethos target KPIs. A blended linear and CTV scorecard was developed to identify areas for expansion that could scale and meet revenue and lead goals. The scorecard took into consideration CPMs, historical performance, and audience reach and index data. For sports specifically, we created scorecards down to the game and placement level (first vs. second half of football games) and layered on betting lines to give us insight into how close the games might be from a viewership standpoint.
In addition to scorecards, we developed sophisticated proforma models to understand how each new layer of media (net new reach in linear, tentpole events, and CTV) would impact the business and the overall ROAS. As we looked to expand into larger live sporting events like the NFL and CFB, the models were built down to the program or sporting event level to provide insights into how each program would impact the overall revenue. The proforma assisted in our negotiations with stations/platforms and ultimately determined our buying strategy for each property from buying in the remnant market to scatter or in the upfront. We determined that leveraging various media buying tactics would provide the client with the most maximized ROAS.
Measurement and daily visibility into results was also key to our success. By leveraging various tools/signals like surveys, spike algorithms, and iSpot, we were able to make rapid optimization decisions and expedite testing. This allowed us to minimize risk and waste on the client’s behalf.
