KXAN Connects expands media planning to unify ad campaigns

KXAN Connects says it is broadening its integrated media planning capabilities as advertisers seek one partner to manage cross-channel campaigns. The move is aimed at helping brands improve performance across TV, streaming, social, search and digital while reducing wasted spend.

Why it matters: - Brands are dealing with a more fragmented ad market across broadcast TV, streaming, social, search, out-of-home and digital display. - A more integrated planning model can help advertisers coordinate campaigns, track performance and shift spending toward what works. - More information is available on KXAN Connects' website.

What happened: - KXAN Connects expanded its integrated media planning capabilities to help brands maximize advertising performance. - The Austin-based marketing and media division said the approach is designed to give advertisers a single partner for strategy, planning, buying and optimization. - KXAN Connects is the full-funnel marketing division of Austin's trusted news brand and is backed by Nexstar Media Group.

The details: - Expanded services include audience research and segmentation, competitive analysis, channel selection, budget allocation modeling, creative coordination and ongoing performance measurement. - The model is built to help clients move faster, reduce duplication across vendors and see how each ad dollar is performing. - KXAN Connects said a hybrid mix of local broadcast reach and digital or streaming inventory can pair television's trust and scale with digital targeting. - The company also pointed to real-time analytics and reporting dashboards as tools for adjusting campaigns while they run. - KXAN Connects said its approach supports small businesses, regional chains and enterprise advertisers. - Smaller advertisers without dedicated marketing staff can use a full-service media partner as an extension of their business. - Larger organizations can use the same setup for seasonal campaigns, product launches and shifting market conditions.

Between the lines: - The shift reflects a broader industry push away from isolated media buying and toward end-to-end campaign management. - Data-driven planning is becoming a differentiator for agencies trying to prove measurable return on investment. - The model also gives local agencies a way to compete by combining local market knowledge with broader digital capabilities.

What's next: - Media planning agencies are expected to keep investing in technology and talent to match changes in the ad market. - Deeper use of programmatic advertising, connected TV and audience-based targeting tools is likely to shape the next phase of growth. - KXAN Connects is positioning its services around those trends as advertisers keep looking for simpler, more measurable media partnerships.