USING ONLINE DATA TO INFORM TV STRATEGY
OPTIMIZING MEDIA
INVESTMENTS WITH TV
ANALYTICS
COLLECTIVE
TV
ANALYTICSJUSTIN EVANS
CHIEF STRATEGY OFFICER,
COLLECTIVE
COLLECTIVE TV ANALYTICS
WEBSITE
DATA
TARGET YOUR KEY
CONSUMERS ON TV
PLAN YOUR TV
BUY SMARTER
UNLOCK THE POWER OF YOUR ONL...
Q: WHICH CABLE
NETWORK IS MOST
WATCHED AMONG
4A’s
TRANSFORMATION
ATTENDEES ?
 BRAV
O
 ESPN
RESULTS
POWERED BY
 CNN
 AMC
RESULTS
POWERED BY
A:
Q: WHICH CABLE
NETWORK IS MOST
WATCHED AMONG
4A’s
TRANSFORMATION
ATTENDEES ?
ZENITH’S
STRATEGY
JOHN NITTI
PRESIDENT ACTIVATION, ZENITH
OPTIMEDIA
JOHN NUDING
SVP RESEARCH, ZENITH
OPTIMEDIA
ZENITH’S APPROACH TO MEDIA
STRATEGY + ACTIVATIONACTIVE COMMUNICATIONS INVESTMENT THAT AMPLIFIES IDEAS
AND MULTIPLIES RETUR...
ZENITH’S VIEW OF THE EVOLVING
MARKETPLACE
CONTENT
DRIVEN
MARKETP
LACECONTEXT
BASED
DATA
DRIVEN
MARKETPL
ACE
AD TECH
INFORM...
THE IMPORTANCE OF AUDIENCE DATA
WHAT GOES INTO A
DATA MANAGEMENT
PLATFORM (DMP)?
1ST PARTY DATA 3RD PARTY DATA
2ND PARTY D...
We used Rentrak
set top box data to
understand which
TV programs our
clients’ online
visitors watch most.
THEN…
We introdu...
COLLECTIVE SAMPLE TV
ANALYTICS DATA
TNT
AMC
USA
Comedy Central
A&E
Nickelodeon/Nick-at-Nite
FOX
HGTV
CW
ABC
FX
Discovery C...
TV ANALYTICS DATA INFORMS
STRATEGY
• HOW DO WE MAXIMIZE CONVERSIONS?
• ARE THERE EFFICIENCIES WE CAN TAKE
ADVANTAGE OF?
• ...
85
95
105
115
-20,000,000
-10,000,000
0
10,000,000
20,000,000
Spending $
Converters Index
Homepage Index
OPTIMIZING MEDIA ...
ZEAL + REACHES A MORE ENGAGED
AUDIENCE
COLLECTIVE TV
ANALYTICS
Index of actual
visitors’ online
activity to program
viewer...
ZEAL + MEASURES TARGET
ENGAGEMENT WITH THE
NETWORK+
VARIABLE
1
VARIABLE
2
VARIABLE
3
TV ANALYTICS: IN SUMMARY
• TAKES WEBSITE DATA AND MAKES
IT ACTIONABLE TO TV
• USES REAL TIME INFORMATION
ABOUT CONSUMER BR...
STAY TUNED FOR FUTURE
INSIGHTS…
#TVAnalytics
#4AsTransformation
4A's Transformation 2014 - March 18 - John Nitty & John Nuding from ZenithOptimedia and Zenith Media
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4A's Transformation 2014 - March 18 - John Nitty & John Nuding from ZenithOptimedia and Zenith Media

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Zenith Media Presentation: Using Online Data to Inform TV Strategy
Speakers:
Introduction: Justin Evans, Chief Strategy Officer, Collective
Presenters:
John Nitti, President, Activation at ZenithOptimedia (speaker)
John Nuding, SVP, Director of Research at Zenith Media (speaker)

Visit http://www.4astransformation.com for more information.

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4A's Transformation 2014 - March 18 - John Nitty & John Nuding from ZenithOptimedia and Zenith Media

  1. 1. USING ONLINE DATA TO INFORM TV STRATEGY OPTIMIZING MEDIA INVESTMENTS WITH TV ANALYTICS
  2. 2. COLLECTIVE TV ANALYTICSJUSTIN EVANS CHIEF STRATEGY OFFICER, COLLECTIVE
  3. 3. COLLECTIVE TV ANALYTICS WEBSITE DATA TARGET YOUR KEY CONSUMERS ON TV PLAN YOUR TV BUY SMARTER UNLOCK THE POWER OF YOUR ONLINE CONSUMERS TO ENHANCE TV PLANNING ?? ?
  4. 4. Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?  BRAV O  ESPN RESULTS POWERED BY  CNN  AMC
  5. 5. RESULTS POWERED BY A: Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?
  6. 6. ZENITH’S STRATEGY JOHN NITTI PRESIDENT ACTIVATION, ZENITH OPTIMEDIA JOHN NUDING SVP RESEARCH, ZENITH OPTIMEDIA
  7. 7. ZENITH’S APPROACH TO MEDIA STRATEGY + ACTIVATIONACTIVE COMMUNICATIONS INVESTMENT THAT AMPLIFIES IDEAS AND MULTIPLIES RETURNS CREATING OPPORTUNITY FROM UP-TO-THE MINUTE BEHAVIORAL DATA EFFECTIVENESS THROUGH CONNECTED CAMPAIGN DESIGN LIVE, IN- MARKET VIEW OF CONSUMER RESPONSE
  8. 8. ZENITH’S VIEW OF THE EVOLVING MARKETPLACE CONTENT DRIVEN MARKETP LACECONTEXT BASED DATA DRIVEN MARKETPL ACE AD TECH INFORMED
  9. 9. THE IMPORTANCE OF AUDIENCE DATA WHAT GOES INTO A DATA MANAGEMENT PLATFORM (DMP)? 1ST PARTY DATA 3RD PARTY DATA 2ND PARTY DATA (PUBLISHER DATA + YOUR DATA) PLANNING DATA (YOUR DATA + 3RD PARTY DATA) (YOUR DATA) (PURCHASED DATA)
  10. 10. We used Rentrak set top box data to understand which TV programs our clients’ online visitors watch most. THEN… We introduced pixels onto multiple Zenith client websites FIRST… ZENITH IS THE FIRST AGENCY TO IMPLEMENT COLLECTIVE TV ANALYTICS
  11. 11. COLLECTIVE SAMPLE TV ANALYTICS DATA TNT AMC USA Comedy Central A&E Nickelodeon/Nick-at-Nite FOX HGTV CW ABC FX Discovery Channel TBS Bravo MTV ABC Family TLC Homepage visitors Purchasers LIKELIHOOD THAT AN ONLINE AUDIENCE WILL WATCH A PARTICULAR NETWORK HIGH LIKELIHOODLOW LIKELIHOOD
  12. 12. TV ANALYTICS DATA INFORMS STRATEGY • HOW DO WE MAXIMIZE CONVERSIONS? • ARE THERE EFFICIENCIES WE CAN TAKE ADVANTAGE OF? • OPPORTUNITIES FOR COMPETITIVE CONQUESTING?
  13. 13. 85 95 105 115 -20,000,000 -10,000,000 0 10,000,000 20,000,000 Spending $ Converters Index Homepage Index OPTIMIZING MEDIA INVESTMENT OPPORTUNITY TO REINVEST IN LONG TAIL CABLE NETWORKS FOR EFFICIENCIES $ HEAVY INVESTMENT IN BROADCAST/LIG HT CONCENTRATION OF CONSUMERS
  14. 14. ZEAL + REACHES A MORE ENGAGED AUDIENCE COLLECTIVE TV ANALYTICS Index of actual visitors’ online activity to program viewership VARIABLE 1 VARIABLE 2 VARIABLE 3 ZENITH ENGAGEMENT ATTENTIVENESS LEVEL
  15. 15. ZEAL + MEASURES TARGET ENGAGEMENT WITH THE NETWORK+ VARIABLE 1 VARIABLE 2 VARIABLE 3
  16. 16. TV ANALYTICS: IN SUMMARY • TAKES WEBSITE DATA AND MAKES IT ACTIONABLE TO TV • USES REAL TIME INFORMATION ABOUT CONSUMER BROWSING BEHAVIOR • PROVIDES AN ADDITIONAL DATA POINT TO PROVIDE A FULL PICTURE OF THE CONSUMER
  17. 17. STAY TUNED FOR FUTURE INSIGHTS… #TVAnalytics #4AsTransformation

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