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TV Advertising is Broken
 

TV Advertising is Broken

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PMG’s approach to the problems with TV advertising.

PMG’s approach to the problems with TV advertising.

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    TV Advertising is Broken TV Advertising is Broken Presentation Transcript

    • | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1
    • We believe someday advertisers will be able tocompute and distribute their precise bids for every impression available across all of television. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 2
    • But sometimes the future takes longer to get here than we’d like. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 3
    • We work with advertisers that are unwilling to wait for precision and the performance that comes with it. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 4
    • We address television’s two biggest problems: Targeting and Measurement | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5
    • The way TV is targeted is inefficient.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6
    • These men are all 18-35. These men are all 18-35.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 7
    • These men are all 18-35. How many of them look exactly like your best customers?| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 8
    • These men are all 18-35.This means you are paying to reach people that aren’t going to be your customers. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 9
    • Attribute rich targeting naturally decreases wastedimpressions/increases response and brand awareness. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 10
    • | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11
    • trying to find Waldo…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12
    • …using the same technology these guys used.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13
    • Why agencies keep talking about the great rates they get... | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14
    • …is because they can’t talk about a better way to find Waldo. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 15
    • The fact is: targeting works.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16
    • It works for direct mail… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17
    • it works for online…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18
    • and it works for TV.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19
    • and it works for TV.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20
    • Week-Over-Week Performance $240 $230 $220 $210 Cost per Order $200 $190 $180 26% reduction in CPO $170 $160 $150Mapping the entire TV inventory with set top box data appended with micro attributes increases theperformance of our clients’ campaigns by at least 25% | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 21
    • The way TV’s impact is measured is imprecise and inefficient. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 22
    • Marketers spent $63B on TV last year (that’s 3X what was spent online). | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 23
    • But too often the answer to the question“How many new customers did I get from TV?” is….. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 24
    • “TV’s true ROI cannot be measured” or… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 25
    • TV is all about “mindshare” and “awareness” and other “unmeasureables”… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 26
    • Measuring TV’s impact on web and retail channels can be complex. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 27
    • And while branding is clearly important…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28
    • …why does “branding” mean “don’t measure”? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29
    • TV’s impact is reliable, durable and predictable. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30
    • We use TV spend to predict multi channel sales. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31
    • The RED LINE is our forecast made prior to Q1. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32
    • The BLUE LINE is actual weekly retail sales. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 33
    • Our forecast had a 95% accuracy.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34
    • These results are typical.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 35
    • In other words, we tell our clients, for everydollar they spend on TV, how many people will drive to a store and buy their product. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 36
    • We do this three months in advance and are accurate within 5% weekly. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 37
    • BTW, this works exactly the same with web sales.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38
    • To review: We target precisely…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39
    • And measure accurately.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 40
    • We are delivering more of what advertisers want for less effort and less money than what they are spending now. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 41
    • | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42
    • Aaron Hendon| Business Development Manager Proceed Media Group 206.280.3312 ahendon@proceedmediagroup.com| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 43