FAQ
1. What are digital place-based video networks and why are they the next biggest trend in digital video advertising?
Digital place-based video networks—networks that deliver advertising in stores, movie theatres, office buildings, bars and restaurants and health clubs—are becoming a key part of the overall marketing media mix for advertisers. These video networks solve many of the problems plaguing traditional media, including declining national audiences, technologies that allow consumers to skip or avoid ads, and the shift in consumer “attention” to alternative digital media. Placed-based advertising offers higher levels of control relative to traditional marketing and communications channels at significantly lower costs, which is why today’s advertisers and their media agencies are adding them to their media mix.
2. What challenges do advertisers and agencies face when including place-based digital video networks in their national advertising plans?
Today’s digital place-based video advertising market is very fragmented. There are hundreds of such network providers across multiple categories such as grocery stores, retail outlets, health clubs, doctor’s offices etc. Usually, an advertiser who wants to create a national advertising plan across multiple categories has to contact each network provider individually to plan and buy spots. As a result, advertisers and agencies are challenged to include digital place-based video advertising in their national advertising plans.
3. How does SeeSaw enable advertisers to effectively incorporate digital place-based video advertising in a national campaign?
SeeSaw first provides the most extensive network of digital place-based video advertisers in the market today.
SeeSaw Ads then makes it easy for advertisers and agencies to plan and buy digital place-based video advertising on the SeeSaw network in three ways:
- First, it delivers the broadest coverage possible by bringing together an extensive network of place-based digital video venues that blanket the country coast-to-coast.
- Next, SeeSaw’s network size delivers the deepest reach possible so you can precisely target people. One can plan and buy according to geography and demographic by using SeeSaw Ads.
- Finally, SeeSaw enables you to effectively customize your advertising campaign. Our application is setting the standard on how digital place-based video is planned, bought and measured.
SeeSaw provides additional creative vehicles to entertain, inform, and engage audience. This includes:
- Sponorship of relevant original programming as well as brand integration into original programming.
- Bluetooth triggered ads in grocery stores, synchronizing messages with the aisles where products are displayed.
- The extension of advertisements to social media so that when a consumer is motivated by an engaging ad on SeeSaw, they can now instantly use their mobile phone to “fan” on Facebook or follow on Twitter, virally extending the brand to their friends.
- Finally, through its partnership with PlayNetwork, SeeSaw can provide integrated sponsorship opportunities at a venue that include posters, stickers, and stamps.
It integrates research from Edison Research, a leading provider of consumer research with over 10,000 experienced interviewers, to assess overall campaign effectiveness, including brand / ad awareness attitude shifts, and changes in purchase intent.
For more information on how SeeSaw can help you reach people where they work, play and socialize, click here.
4. What is SeeSaw’s coverage today?
SeeSaw Networks has rapidly become the most extensive digital place-based video network and will continue to grow by adding new categories as well as expanding existing categories into new venues.
Today, SeeSaw delivers the broadest coverage reaching 205 DMAs in multiple categories. Among these categories, the predominant demographic is currently 18-34 year olds. Key categories include: Bars and Restaurants, Bookstores, Grocery Stores, Executive Airports, Retail-Entertainment, Sports Bars, and Universities. In addition, SeeSaw Networks is continuing to expand the size and reach of its network in new categories.
5. How does an agency or an advertiser work with SeeSaw?
SeeSaw makes it simple to integrate digital place-based video into an advertising campaign. Whether an advertiser wants to target a specific demographic, advertise to a broad profile in a geographic area, or even target a specific zip code, SeeSaw’s web-based software optimizes the network to meet each specific need.
Advertisers or agencies just need to enter the campaign objectives and the software will recommend a plan that targets the ad message exactly where people are. One click of a button allows them to buy spots on each of the networks they have selected. Finally, the software provides them with reports that allow them to measure the performance of their advertising campaign.
6. How does SeeSaw work with a network affiliate?
When an affiliate signs up with SeeSaw Networks, that partner allocates a portion or all of their advertising inventory to SeeSaw. It becomes available to be scheduled as part of an advertiser’s campaign. When an advertiser or agency plans a campaign, they enter their campaign objectives, such as demographic or geographic requirements, in SeeSaw Ads. If an affiliate’s sign fits with those specifications, those signs along with suggested signs from other networks are displayed as a recommended buy. As a result, SeeSaw enables affiliates to easily sell their incremental inventory to advertisers who would not typically buy a specific place-based network.
7. Can you tell me more about Seesaw’s services?
SeeSaw Networks has multiple products in the market today. They include Campaign Management, Inventory Management, Integrated Sponsorship and Research.
Campaign Management
Campaign Management enables advertisers and agencies to perform a variety of digital video planning and buying tasks using an easy-to-use web browser. Campaign Management lets you explore and visualize signage specifics in various categories, such as bars and restaurants, as well as see various venues. It allows you to plan using a variety of “what if’ scenarios based on targets you set by demographics and more. Its buy function allows you to quickly make a campaign with a click of the mouse. It lets you collaborate by creating a virtual Campaign Team and providing access to your campaign plans. The traffic management function provides on-line support and reminders/notifications/due dates for creative delivery and more. And its measure function delivers status reports to inform you how the campaign is performing.
Inventory Management
SeeSaw manages available sign inventory in real-time, so agencies and advertisers no longer need to worry about booking spots only to find the spots have been sold before the client signs off on the campaign. In fact, SeeSaw can accept information about an affiliate’s signs and available inventory through real-time application programming interfaces (APIs) or by entering it manually themselves over a web-based interface.
Integrated Sponsorship: Through its partnership with PlayNetwork, SeeSaw provides integrate sponorship opportunities at a venue that include posters, stickers, and sampling.
Research: SeeSaw integrates research from Edison Research, a leading provider of consumer research with over 10,000 experienced interviewers, to assess overall campaing effectiveness, including brand / ad awareness, attitude shifts, and changes in purchase intent.
8. What is the Seesaw Charter program?
SeeSaw is working with a small group of advertisers and agencies who are excited by the possibilities that digital video advertising offers to help them reach their target audience. By joining our Charter Program, this exclusive group can take advantage of the following benefits:
- Gain valuable insights into:
- How to effectively plan and buy place-based digital video advertising
- Feedback on its effectiveness as a branding and awareness tool
- Actionable information on creative formats
- Testing call-to-actions
- Learning the role of digital video in the media mix
- Access to and training on online campaign management service
- Stepping ahead of the rest of market in understanding digital place-based video as a media
- Participating in research being conducted by SeeSaw Networks on attitudes and awareness
- Providing input into audit and measurements methodologies
- Discounts on the media for a year
