Combines Best of TV Advertising with Measurable Response of Digital
(Chicago, IL – June 10, 2013) Concrete/TEC Direct Media, a leading media planning and buying agency for music and entertainment marketing, has announced a partnership with TriVu Media, the benchmark provider of broadcast-style advertising data for online video, to create a new service called “BuyNOW,” an innovative approach to connecting online video advertising with entertainment sales. The solution leverages components of TEC Direct’s M3D®, a proprietary media buying platform with TriVu Media’s patent-pending ability to search the Web for targeted video advertising inventory most likely to lead to the sale of a particular artist, film or DVD. The approach matches up billions of video advertising opportunities for auction/sale on various exchanges and demand-side platforms, with highly detailed information about the actual video. “BuyNOW” identifies the right content most likely to generate the intended outcome, like a sale on a partner web site (Amazon or iTunes), a studio-owned web store or artist site.
“Buy-like-TV is the oft-stated digital marketing goal of many entertainment marketers,” said Charles Fetterly, President of TEC Direct Media. “Much like cable TV revolutionized music marketing in a previous generation, online video is doing the same today. The segment-exclusive partnership with TriVu Media creates a scalable and predictable marketing platform nobody else can match.”
Working with the Concrete/TEC Direct media team, entertainment marketers can now implement their own buy-side strategies by aligning with content most likely to drive purchase across targeted demographic groups. Over 20 campaigns to date have produced KPIs 30 to 50 percent above industry average, with a cost of inventory 50 percent below typical music and entertainment advertising buys. Areas of specialization include: Adult Contemporary, Hard and Modern Rock, Pop, Country and Urban music as well as theatrical and Blu-ray disc releases.
“Concrete/TEC-Direct is constantly vetting out different online platforms and presenting our clients only those we feel meet entertainment industry requirements,” said Concrete Marketing CEO Bob Chiappardi. “We’ve successfully tested “BuyNOW” and we believe it’s head and shoulders above other platforms. Best of all it comes with a cost of entry that is affordable to all our clients.”
“BuyNOW,” powered by TriVu Media, provides full transparency, including the ability to see video-level information before the buy occurs, in order to determine what to buy and for how much. Campaigns align with existing targeting on TV, with results that include higher efficiency and response. Customers build their own target, by identifying the artists, situations and video types they want to advertise around.
“Online video is more than a branding vehicle, it can generate better engagement, higher response and most importantly, measurable and predictable conversions to sale,” said Paul Calento, Chief Executive Officer. “Prior to this partnership, broadcast-style content visibility and understanding of the nuances of entertainment marketing were the missing link. Nobody else is doing this.”
ABOUT THE COMPANIES:
Concrete/TEC Direct Media (www.tec-direct.com) represents a strategic partnership between two companies specializing in servicing the music and entertainment industries. Over the last 25 years, Concrete Marketing has earned a reputation as a leader in the marketing, promotional, informational and production side of the music business. The New York-based company has been recognized with numerous industry honors, including Grammy nominations and gold, platinum and multi-platinum sales awards. Chicago based, TEC Direct Media has become a leader by capitalizing on low cost alternative media buying tactics and designing proprietary and custom media programs for music, entertainment and direct marketers. The company works with major and independent record labels, management companies, tours and film studios managing all media offline and online.
TriVu Media (www.trivu.tv) is the first and only scalable information hub for pre-bid video advertising inventory data. Founded in 2012 by media veterans, Paul Calento, Miles Dennison and Michael Sullivan, TriVu Media utilizes its innovative video-level advertising information to improve the value of brand campaigns, with broadcast-style outcomes. The company aims to double the size of the video advertising market within two years, by providing TV-style content transparency to connected TVs, computers and mobile devices.
