Original in-depth research conducted among senior media agency executives to understand their perspectives on advanced TV platforms, key challenges with these platforms, and recommendations for positioning and differentiation. Presented by Jamie Stenziano at the Programmatic Society, as well as at the IAB's Advanced TV committee meeting.

1. Positioning Advanced TV
to Media Agencies
jamie.stenziano@clarionresearch.com
@jamiestenziano
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2. Advertiser
Insights
Strategic
Consulting
Audience
Insights
About Clarion
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3. Advertiser
Insights
Positioning
Advanced TV to
Media Agencies
Today’s Conversation
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4. • In-depth interviews
• Senior agency executives
• Holding company & agency
level
• Q2 2017
Input: Original Research
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5. • Perceived Headwinds
• Strategies for Positioning
Advanced TV Platforms
Insights Themes
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6. Perceived Headwinds
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7. 1. Existing internal data
sets/sources
2. Existing
segmentation
methods
Existing Agency Data
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8. 1. Agency Data
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• Most data perceived as
redundant
• However: category-
specific data highly
compelling

9. 2. Agency Methods
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“We’ve worked extremely hard to
create custom audience segments
tailored to our clients…”
“…how would these solutions plug
in?”
“We already have our internal
segments – I’m not sure how these
data platforms are different.”
“These things seem like glorified
segmentation tools.”

10. 1. Data Sharing
2. Data matching
3. Data ownership
Client Data Challenges
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11. 1. Data Sharing Challenges
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“I have a hard enough time
getting the client to share
their data with us, let alone
a partner.”

12. 2. Data Matching Challenges
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“Some clients aren’t as
sophisticated from a data
perspective - makes it tough
to plug into external sources.”

13. 3. Data Ownership Challenges
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“The clients want to be able
to plug all of this targeting
data into their DMPs – can we
do that?”

14. • Need for beneath-the-surface understanding
• Contributes to uneasiness
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Depth of Knowledge

15. 15
More Questions Than Answers
“How does this
scale?”
“How close to
our segments
can you get?”
“Where does the
data come
from?”
“What does
proprietary really
mean?”
“How can I tell
sales went up?”
“How are you
aggregating the
data?”

16. 1. Self-serving
2. Unproven
3. Closed-source
Transparency Concerns
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17. 1. Self-Serving
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“It’s about the premium. They’re
trying to prove these segments
are more valuable so they can
raise prices.”

18. 2. Unproven
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“It’s still the
Wild Wild West
out there!”
“I need case
studies from
other auto
clients.”
“Take it from
conceptual to
practical.”

19. 3. Closed-Sourced (1 of 2)
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The Digital Precedent: Open Markets…

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…vs. Advanced TV Reality: Walled Forests
*Open AP = A Start
3. Closed-Sourced (2 of 2)

21. Lack of Uniqueness
1. Value props blend together
2. Hard to retain unique aspects
of platforms
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22. Major Keys to Differentiation
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“The sales people are
selling really complex
things – they’re
usually not 100% up
on it themselves.”
“Simplify the menu –
you can’t be the best
at all of this.”
“Show me case
studies similar to MY
clients.”

23. • The risk of being an early
adopter
Who wants to go first?
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24. Positioning Advanced TV
Platforms
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25. As plans become more holistic, come to
the table early as a strategic partner, not a
tactical resource
Enter Conversations Earlier
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26. • Overcome
transparency
concerns
• Create open
environments
Lay Cards on the Table
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27. Get Beneath the Surface
• Educate
• Go deep
• Alleviate uneasiness
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28. Go Beyond Conceptual
• Case studies
• Outcomes
• ROI
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29. Empower Agencies
• Identify evangelists
• Arm them to educate clients
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30. Thank You
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jamie.stenziano@clarionresearch.com
@jamiestenziano