4A's Transformation 2014 - March 18 - Louis Jones, Maxus

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The Future of Media is Addressable: From the Set-top Box to Programmatic
Louis Jones, North American CEO, Maxus

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

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4A's Transformation 2014 - March 18 - Louis Jones, Maxus

  1. 1. 4A’s Initiative Addressable Platforms
  2. 2. Addressable Television Identify and target homes based on viewing patterns, customer lists, advanced demography and purchase behavior. Current Addressable Universe 41mm Households DirectTV 12mm Dish 8mm CableVision 3mm ComCast 18mm
  3. 3. 4A’s Addressable Goals Facilitate the Growth of Addressable TV & Online: Best Practices in Digital that impact National Addressable TV (Summer) Year 1 recommendation for Addressable TV Best Practice (4Q) Connecting the Addressable TV and online for greatest value extraction for advertisers (1Q)
  4. 4. GET PERSONAL THROUGH ADDRESSABLE TARGETING Audience Buying
  5. 5. Addressability for the near future • The Acceleration factors……. • # of HH’s: 20MM to 60MM, what next? • Cable/Satellite/Telephone Systems: Achieving scale • Delivery systems: Invidi, VisibleWorld, BlackArrow, etc • Type: Linear, VOD, Online: what’s most effective: alone/together • Targeting basis: Demo, Psycho, Behavior • Measurement: Rentrak, Shopcom, etc. • The economics: who benefits and how? • Who does the work/where data is available? • Custom or Programmatic? Premium vs Long Tail? • What is the right CPM? What is the right media mix/balance?

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