Client News – June 2020

It’s always an honor to partner with the military.  Our team works with the Indiana National Guard, Kentucky National Guard and Minnesota National Guard on recruitment campaigns.   We are extra proud now to include the United States Air Force in our portfolio of military recruitment campaigns.  Aim High! 

On the theme of military, nothing is more important than ensuring that our military veterans receive the care they need.  That’s why when the Minnesota Department of Veterans Affairs asked us to help with a statewide Public Education Program campaign, we couldn’t say yes fast enough.  The campaign was cut off early due to the overwhelming number of applicants that were coming in after our campaign started.  Once they catch up, we’ll start up the campaign again. 

It’s exciting to see our clients’ businesses opening back up.  We are here for them today, tomorrow and beyond!   


My business can re-open!  Now what?  If you are one of many business owners or marketing directors who has cancelled or reduced advertising investments in the past 60 days, this is a must read. 

The resounding question advertisers are asking right now is if they should advertise. In fact, many advertisers have chosen to reduce their ad volumes and spend—whether that’s due to the pandemic’s economic impact on businesses or as a choice to dissociate from wall-to-wall coverage of death and infection. However, this strategy of limiting advertising is not sustainable with coverage of the novel coronavirus (COVID-19) here to stay for at least the medium term. And reducing advertising now could have long-term consequences. 

Some forward-thinking marketers have taken the initiative during this difficult time and are creating cross-platform ad content strategies to tastefully reach these large and highly engaged audiences. With clarity into which channels and tactics influence a specific audience, marketers can orchestrate the optimal consumer experience across channels and devices and optimize spend to maximize business results. Managing advertising and marketing channels separately using a silo approach, channel-specific strategies, tactics and metrics is no longer effective. Brands that have a cross-media audience strategy yield better results. 

For marketing research analysts, brand managers and channel managers, measuring your campaign provides powerful insights into the consumer segments and campaign elements that are driving the greatest response, so you can make smarter decisions going forward. Testing your advertising will help you answer critical questions about the performance of your campaigns:

  • Did my campaign have a positive impact on in-store and online sales?
  • Did my campaign have a positive return on ad spend?
  • What impact did it have on existing brand buyers versus new brand buyers?
  • Is the campaign driving more buyers, higher purchase frequency and bigger basket size?
  • Which audience segments had the strongest response?
  • What impact did the campaign have on my market share?

In moments of crisis, creativity can flourish.  Increasing time spent online and watching TV provides a great avenue to show the value of effective advertising to grow your brand reputation and revenue.

Source:  2020 The Nielsen Company

Henry Ford once said, “A man who stops advertising to save money is like a man who stops a clock to save time.” Advertising is an integral part of a successful business.

Advertising is a must!  Without a strategic advertising plan your business cannot grow or even sustain its market share.  We are here to help! 

Crosshair Client News – Jan 2020

 Election Security

Election security is an important topic across the nation and Indiana is no different.  With the 2020 presidential election rapidly approaching, we are proud to partner with the Indiana Secretary of State to launch a statewide voter confidence campaign. 

In Indiana, they take great care to prepare for each election. The security of our election systems is of the utmost importance, and in addition, to physical and cyber security, information is a powerful defense. In partnership with counties, other states, and the federal government, Indiana is developing new answers to security concerns and election policy.

To learn more:

Welcome to the Crosshair Media Family:

Elder Advisers

American Printing House for the Blind

Indiana Secretary of State

Falls City Eye Care

Insulated Roofing Contractors

MAVA – MidAmerican Volleyball Association

Top Marketing Trends That May Impact 2020

1. Conversational Marketing

I think 2020 is the year conversational marketing will become the industry standard across the digital marketing spectrum. Conversational marketing is the practice of engaging with customers in real time, rather than requiring them to wait for a response. This is most commonly seen in phone and live chat support.

2. Voice Search Optimization

Voice search is on the rise and users are using voice search assistants like Google Assistant, Siri, Alexa and Bixby to answer their questions. No matter which industry you are in, optimizing your website for voice search in 2020 will be critical.

3. Over-The-Top Advertising

I believe 2020 will be the year that over-the-top (OTT) advertising starts to dramatically accelerate, as more brands realize that the hypertargeting and ability to integrate connected TV into their overall digital strategy can supplant more of the traditional ad buys. Adding on the fact that OTT campaign attribution versus traditional TV will provide a much clearer ROI, will mark 2020 as the beginning of a dramatic shift.

4. Intent Data

Intent data will rise in importance, offering marketers the ability to reach the right prospect with the right message at exactly the right time in the buying journey. We see great potential in combining intent data with high-quality, targeted business contact data to empower marketers to truly take their data-based marketing campaigns to the next level and drive stronger impact and ROI.

5. Increased Accessibility Across Channels

Across multiple channels, brands must optimize their touch points to be accessible for all. This can be subtle but essential — one cannot assume everyone accesses their content in the same way. This is now table stakes versus an upgraded best practice for any modern marketer.

2020 Vision: Getting Back to the Fundamentals of Connected TV Advertising

In an ever growing market of CTV and OTT, it’s become easier for advertisers to get distracted

As we closed out the decade and reflect upon 2019, the transition to Connected TV (CTV) and over-the-top (OTT) viewing is transforming the TV industry faster than ever. There’s one universal truth — shift happens. The dramatic shift in viewership to streaming shows no signs of abating with eMarketer revising its 2019 US CTV forecast from 190.0 million monthly viewers to 195.1 million.

Moreover, the Interactive Advertising Bureau (IAB) reports 73% of streamers are now watching ad-supported OTT as more advertisers embrace the medium. eMarketer estimates CTV ad spend will top $10 billion by 2021 and reach $14 billion by 2023. Amid this growth, there’s still significant opportunity to close the gap between CTV/OTT viewership and advertising spend.

For advertisers, reaching target audiences has never been more complicated. Managing and reporting on traditional metrics, like reach and frequency, are anything but simple and straightforward as a constellation of media owners, ad tech companies, and hardware vendors have yet to align on uniform currencies.

As the saying goes: “If you don’t stand for something, you’ll fall for anything.” In an environment rich with competitors and new entrants, it’s easy for advertisers to get distracted by shiny objects. As such, marketers must do their homework and get back to the fundamentals in an ever-crowded, fast-changing and fragmented marketplace.

As we head into 2020, let’s talk ‘the fundamentals’ to best equip advertisers with the insights to navigate, buy and measure the true value of CTV/OTT advertising:

Leveraging New Audience Targeting Innovations

Addressability in CTV/OTT allows marketers to leverage richer datasets to target audiences by location, income, education level and many other interest categories at scale. However, it’s important to dig deeper to understand the technology capabilities used by providers to connect data for audience targeting, such as: where is the data coming from, how accurate is the viewer profile, and how often is the data refreshed?

New targeting innovations allow advertisers to analyze content and match it to channel, program and ad placement data to better understand what types of viewers are watching each type of programming and what is triggering their purchase decisions.

The emergence of artificial intelligence (AI) and machine learning (ML) technologies are also bringing new decisioning capabilities to the table, which allows CTV advertisers to connect rich data sets with CTV device graphs for precision targeting. For instance, some providers have the ability to map households to multiple premium data and platform partners in order to enrich and augment a device profile with corresponding household profiles. This allows for granular targeting across first, second, and third-party data.

Bringing Transparency to Measurement & Attribution

While our industry has yet to bring standardization to CTV/OTT buying and measurement, advertisers expect accountability and transparency. As such, it’s important to ask: What standards are in place for ad delivery and reporting? What types of conversion attribution do you offer?

Today, with CTV/OTT attribution, we can provide the insights to prove the efficacy of campaign performance in driving outcomes, whether its website or in-store footfall traffic. For instance, website attribution measurement can be done through placing a pixel in campaign creative to analyze the IP address correlation of viewers that were served an ad with website visitors who took action after seeing the ad. For footfall attribution, there are third-party vendors that measure the impact of ad exposure to store visits.

As we embark on a new decade, advertisers are quickly becoming more sophisticated in planning, buying and measuring CTV/OTT advertising. The winners will be those that bring transparency, performance and innovation in audience targeting, verification and simplification in buying for advertisers. And as a great sales manager had once said to me, “Johnny V, no matter where we go in this business … it always comes down to ‘the fundamentals’!”