Insight Presentation: "TV Advertising's Data Driven Future is Here"

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Insight Presentation: "TV Advertising's Data Driven Future is Here"

  1. 1. @davemorgannyc Insight Presentation “TV Advertising's Data Driven Future is Here” Dave Morgan CEO Simulmedia
  2. 2. 2 CAN TV ADVERTISING BECOME LIKE DIGITAL BEFORE DIGITAL ADVERTISING BECOMES LIKE TV?
  3. 3. 3 SPOT LEVEL ACCOUNTABILITY (ON LINEAR TELEVISION)
  4. 4. 4 SPOT LEVEL MEASUREMENT TV TUNE-IN CONVERSION RATES Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. Simulmedia Spots Contextual Spots TARGET: A18-49
  5. 5. 5 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. A25-54 Viewers Impressions Exposed Frequency Converted Contextual Plan 117,206,850 77,331,323 1.51 4,025,176 Simulmedia 15,936,985 6,377,757 2.16 232,692 A25-54 & Watched Special Preview in January Viewers Impressions Exposed Frequency Converted Contextual Plan 6,439,467 4,423,079 1.42 953,275 Simulmedia 895,222 360,074 2.49 59,151 DRIVING TUNE-IN WITH ROI ACCOUNTABILITY
  6. 6. 6 AUDIENCE-BASED, CLOSED LOOP TARGETING (ON LINEAR TELEVISION)
  7. 7. • December 28,2013 Las Vegas, Nevada • Main Events: • Chris Weidman vs. Anderson Silva • Ronda Rousy vs. Meisha Tate • Campaign Flight Dates: 12/19/2013 – 12/28/2013 • Simulmedia Budget: $200,000 • Goal: • Reach UFC target audience and drive purchases: M25-49 who watch the NFL or NBA or College Football or UFC Programing UFC 168: AUDIENCE-BASED, CLOSED LOOP TV ADVERTISING 7
  8. 8. 8 TV ADVERTISING WORKS 154% CONVERSION RATE LIFT FROM ADVERTISING Unreached Viewers Reached Viewers UFC 168 Conversion Rate for Unreached and Reached Viewers * Conversions are representative and not the actual number of event purchasers .12% .31% Viewers 254,646,043 Conversions* 301,550 Viewers 39,913,957 Conversions* 123,407 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
  9. 9. 9 … AUDIENCE BUYING WORKS BEST AUDIENCE SCHEDULE YIELDS HIGHER CONVERSION RATE THAN CONTEXTUAL Simulmedia Schedule Contextual Schedule UFC 168 Conversion Rate for Simulmedia & Contextual Schedules .35% .29% Viewers 21,581,811 Conversions* 74,241 Viewers 22,020,104 Conversions* 64,497 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. * Conversions are representative and not the actual number of event purchasers
  10. 10. 10 AUDIENCE SCHEDULE DELIVERS 571% RETURN ON MEDIA SPEND Return on Media Spend Margin per purchase: $27.50 Revenue attributable to Simulmedia: $1,142,955 Simulmedia TV campaign budget: $200,000 Return on media spend: 571% Simulmedia’s Conversion Contribution Simulmedia Unduplicated Reach: 17,893,943 Unexposed Purchase Rate: 0.12% Predisposed Purchasers Reached by Simulmedia 21,822 Simulmedia Unduplicated Purchases*: 63,384 Additional Purchases Attributable to Simulmedia: 41,562 *purchases are representative and not the actual number of event purchasers Every dollar allocated to Simulmedia generated $5.71 in revenue. Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
  11. 11. 11 WHAT IF STUDIOS DID AUDIENCE BASED BUYING? (ON LINEAR TELEVISION)
  12. 12. 12 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. FINDING FREQUENT MOVIE-GOERS IN HIGH CONCENTRATIONS 6% OF PROGRAMS INDEX ABOVE 150 27% OF PROGRAMS INDEX ABOVE 150 0.5+ <0.5 VIEWERSHIP ON TV PROGRAMS WITH A RATING OF VIEWERSHIP ON TV PROGRAMS WITH A RATING OF WATCH 2+ MOVIES/MONTH WATCH 2+ MOVIES/MONTH
  13. 13. 13 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. PARAMOUNT PICTURES: NOAH Time-frame: February – March, 2014 Spend: $31,953,057.40 Target: A18-49
  14. 14. 14 Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures. PARAMOUNT PICTURES: NOAH Time-frame: February – March, 2014 Spend: $31,953,057.40 Target: Frequent Movie-Goers
  15. 15. QUESTIONS? Dave Morgan dave@simulmedia.com @davemorgannyc

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