SeeSaw Announces New Reach & Frequency Model for Digital Place-Based Media
San Francisco, CA March 23, 2010 – SeeSaw Networks, a leading digital place-based media company, and member of the Digital Place-based Advertising Association (DPAA), today announced the development of a proprietary reach and frequency model that calculates media plan audience deliveries across multiple digital place-based media networks. Armed with reliable audience deliveries for the place-based video medium, media planners can now further optimize their video media plans that reach audiences in - and away from - the living room.
SeeSaw’s reach and frequency model was created in conjunction with Leslie Wood, a leading industry consultant with deep expertise in advertising and media planning research. Leslie is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council and Marketing Modelers Group and is currently Co-Chair of the ARF’s 360 Media & Marketing Super Council. “Digital place-based media plan deliveries must consider not only the media consumption of an audience member within a particular venue where a video ad network is present, but also the complex patterns of visiting multiple venues within a given span of time”, said Leslie Wood, President of Leslie Wood Research, Inc. Developing place-based buys through the SeeSaw platform, planners will now be able to analyze various overall media campaign scenarios by plugging reliable, robust audience delivery data into their agency’s media mix modeling software.
“I am very encouraged about this development, as getting to trustworthy and comparable audience delivery metrics is important for digital place-based networks. They need to be viewed and compared on a somewhat ‘level playing field’ as other video platforms,” stated Sean Smith, SVP Group Media Director at DraftFCB. “My planning teams look to assemble holistic video offers that deliver the highest engagement levels possible against consumer segments, and we should have in many cases, similar metrics and estimates to get us there.”
Audiences belonging to life patterns such as Moms & Families, Mobile Millennials and Business Professionals are spending an increasingly large percentage of their waking hours in places where traditional media simply cannot reach them. Place-based digital video media enables advertisers to intercept the life patterns of these audiences as they move to and from venues such as kid’s gyms, health clubs, grocery stores, specialty retailers, airports and gas stations.
“Digital place-based networks engage consumers as they go about their daily lives”, said Susan Danaher, President of the DPAA. “With multi-network reach and frequency modeling, digital place-based media becomes the perfect complement to effectively extend national brand campaigns.”
“SeeSaw has always uniquely enabled advertisers to effectively intercept hard-to-reach audiences in their everyday life patterns”, said Peter Bowen, CEO of SeeSaw Networks. “But until now, it has been virtually impossible for media planners to optimally plan campaigns to maximize reach and frequency objectives that include place-based media. SeeSaw helps planners compare TV plans and digital place-based media plans side-by-side, fostering an integrated plan that improves the performance of a TV-only campaign.”
For more information on SeeSaw Networks, please visit www.seesawnetworks.com.
About SeeSaw Networks
SeeSaw offers the most comprehensive digital place-based media solution in the marketplace. Through its national network, SeeSaw delivers advertising in places where people go in their daily lives – such as gas stations, kids’ gyms, coffee shops, grocery stores and health clubs. SeeSaw reaches more people in more places than any other digital placed-based video network, combining over 70 digital signage networks across over 40 different types of locations in over 50,000 venues nationally. SeeSaw’s network delivers over 200 million weekly gross impressions, more than a primetime TV spot. The Reach metric for SeeSaw’s network is over 11.7% and for Mom & Family life pattern over 8.7%. SeeSaw’s demand side platform, SeeSawAds.com, optimizes plans across geographies, venues, and demographics within budget constraints. SeeSaw’s media specialists use SeeSawAds.com to customize campaigns with unprecedented precision and cost effectiveness. SeeSaw offers a variety of creative vehicles to advertisers, including ad spots, sponsorships of custom programming and content, brand integration, and experiential media, including sampling and activity integration. SeeSaw integrates research from Edison Research to close the loop and assess overall campaign effectiveness. With SeeSaw, advertisers can engage hard-to-reach people by intercepting them in their daily life patterns where they work play and socialize. SeeSaw is one of The Wall Street Journal’s Top 50 venture-backed companies for 2011.
Founded in 2006, the Digital Place-based Advertising Association (DPAA) represents leading digital placed-based networks and the advertising community that is actively engaged in planning, buying and evaluating the effectiveness of the medium. On behalf of its members, DPAA seeks to foster ongoing collaboration between agencies and digital place-based advertising networks; provide standards, best practices and industry-wide research; and promote the effectiveness of digital place-based advertising. For more information, please visit www.dp-aa.org.