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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 …

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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Transcript

  • 1. USING ONLINE DATA TO INFORM TV STRATEGY OPTIMIZING MEDIA INVESTMENTS WITH TV ANALYTICS
  • 2. COLLECTIVE TV ANALYTICSJUSTIN EVANS CHIEF STRATEGY OFFICER, COLLECTIVE
  • 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. Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?  BRAV O  ESPN RESULTS POWERED BY  CNN  AMC
  • 5. RESULTS POWERED BY A: Q: WHICH CABLE NETWORK IS MOST WATCHED AMONG 4A’s TRANSFORMATION ATTENDEES ?
  • 6. ZENITH’S STRATEGY JOHN NITTI PRESIDENT ACTIVATION, ZENITH OPTIMEDIA JOHN NUDING SVP RESEARCH, ZENITH OPTIMEDIA
  • 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. ZENITH’S VIEW OF THE EVOLVING MARKETPLACE CONTENT DRIVEN MARKETP LACECONTEXT BASED DATA DRIVEN MARKETPL ACE AD TECH INFORMED
  • 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. 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. 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. TV ANALYTICS DATA INFORMS STRATEGY • HOW DO WE MAXIMIZE CONVERSIONS? • ARE THERE EFFICIENCIES WE CAN TAKE ADVANTAGE OF? • OPPORTUNITIES FOR COMPETITIVE CONQUESTING?
  • 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. 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. ZEAL + MEASURES TARGET ENGAGEMENT WITH THE NETWORK+ VARIABLE 1 VARIABLE 2 VARIABLE 3
  • 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. STAY TUNED FOR FUTURE INSIGHTS… #TVAnalytics #4AsTransformation