AV Reach Maximiser

We understand the AV marketplace is more fragmented than ever and while this gives media planners more options it also creates its own complexities. Understanding the optimal use of a multi-media AV campaign can now be very time-consuming. In this context, DCM have launched the AV Reach Maximiser to be a user-friendly planning tool that allows for AV scenario planning to be completed quickly, as well as showcasing the potential reach and attention benefits of including cinema in your AV mix.

The underlying reach calculations are run using the latest IPA TouchPoints Channel Planner dataset. The inputs for each media were as follows:

• TV - Commercial TV Sale Houses by time segment
• BVOD - ITV Hub(+), STV TV Player, All4(+), My5, Sky On Demand/Go/Q, Now TV, UKTV Play
• Discovery+, Freeview Play
• Online Video - YouTube
• Cinema - AGP

For the Multiple AV campaigns, factors were required to determine how many GRPs would go to each media. These were based on propensity of time spent seen from the Touchpoints diary data – a methodology also employed for the IPA’s own TouchPoints ARC product.

This was undertaken for the AV components of each Multiple AV scenario so, for example the Commercial TV+BVOD factors are 0.91 and 0.09 for the TV and BVOD respectively for Adults so 100 GRPS will be based on 91 TV GRPs and 9 BVOD GRPs.

For any further information about the AV factors please contact the DCM Insight team.

The tool gives you an option to input your own CPTs for the channels you have selected. However, if you decide not to input these the tool will run on pre-set CPTs. For cinema these are ratecard CPTs for the AGP buying route. For the other AV channels, the CPTs have been sourced from an independent third-party auditor.

The calculations are based on datasets for each channel, where possible, going up to 1000 GRPs. However, we understand that there are realistic limits to the amount of GRPs that can be delivered in cinema across a 4-to-8-week campaign. We have therefore capped cinema GRP recommendation to a maximum of 35 GRPs for all demographics.

Based on your input demographic, channel selection and budget/GRP goal, the tool will have run thousands of permutations within the IPA TouchPoints Channel Planner dataset in the background to find what the optimal allocation is to deliver the maximum 1+ Reach %. The output will tell you the optimised GRP/budget splits and then 1+ reach this will deliver.

Where cinema has been selected, the tool will also calculate the incremental reach being delivered by cinema vs. a scenario containing no cinema.

In some scenarios with bigger budgets you may find the optimal splits don’t achieve the input budget. The IPA TouchPoints Channel Planner dataset goes up to 1000 GRPs per channel, and with our cap for cinema at 35 GRPs, it may mean that the full budget cannot be fully spent across the channels included in the tool.

We have partnered with Lumen to use the industry-standard benchmarks they have collected across all channels. Data from our own Centre of Attention project is used for cinema, and databank norms are used for TV and Online Video (YouTube Non-skippable). TV benchmark norms are used as a proxy for BVOD.

The tool will compare your optimised scenario with a version that does not include cinema, and reallocates GRPS/budgets accordingly. Using Lumen’s ‘attentive seconds per 000 impressions’ dataset, the tool then calculates the difference in ‘attentive seconds’ between the two scenarios. For more information about Lumen’s Attention work, see here.