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Addressable TV for Creative Agencies
- 1. MATH + CREATIVITY = EFFECTIVENESS
- 2. LET’S TALK THE MATH FIRST.
- 3. ADVANCED TV TARGETING HAS A LOT OF DIFFERENT MEANINGS SO LET’S DEFINE THEM ADDRESSABLE TV (sometimes called Household Addressable) Think of it as… Bringing one-to-one digital targeting to television. Households viewing the same show see different ads AUDIENCE ADDRESSABLE TV (most often referred to as Programmatic) Think of it as… Buying local Cable shows that over-index against our target audience. Everyone in a local market tuned to that channel will see the same ad CONNECTED TV Think of it as… Hulu or HBO GO that you watch via Smart TV or Apple TV/Roku. Ads are bought and trafficked as Online Video
- 4. CREATIVE AGENCIES CARE ABOUT ADDRESSABLE TV, BECAUSE OF THE CAPABILITY FOR DAI (DYNAMIC AD INSERTION) WHICH MEANS I SEE ONE AD, YOU SEE ANOTHER
- 5. E.G BOTH WATCHING JEOPARDY AT 7:30 ON ABC • Rent my apartment • Live in Greenpoint • No kids • Own your house • Live in Rye • 2 kids Allstate Renters Commercial 2016 Cadillac CT6 Commercial
- 6. Current Status of Linear Addressable TV ! ! 2.8MM Addressable TV HHs, 30s/:60s. 56 networks ! ! 12MM Addressable TV HHs, :30s/60s, launching :15s shortly, data aggregated from over 5MM boxes, over 50 networks ! ! 8MM Addressable TV HHs, :30s/60s, over 78 networks ! ! 19MM Addressable VOD HHs, Estimated 10MM Addressable HHs ! 10.8MM Addressable TV HHs, Video On Demand and, DAI through TWC TV app ! SIZING THE PRIZE ADDRESSABLE TV REACHES NEARLY 50MM US HOUSEHOLDS WITH A GROWING AMOUNT OF AVAILABLE INVENTORY
- 7. MEDIA BUYERS STILL USE THE SAME AGE & DEMO TARGETING THAT THEY DID IN THE 1950s ADDRESSABLE TV ALLOWS THEM TO UNLOCK THE SAME TARGETING CAPABILITIES THAT WE USE ONLINE MEDIA MATHS MINIMIZE WASTE TO REACH NICHE AUDIENCES EFFICIENTLY
- 8. FOUR OPPORTUNITIES FOR CREATIVE size, sequence, target, and effectiveness
- 9. THE SIGHT, SOUND, AND MOTION OF TV MEANS IT’S STILL ONE OF THE BEST CREATIVE CANVASES AND BECAUSE WE CAN HYPER TARGET NICHE AUDIENCES, IT NO LONGER TAKES $100 MILLION TO BE A SUCCESSFUL TV ADVERTISER OPPORTUNITY 1 SMALLER BRANDS & BUSINESS UNITS ARE NOW TELEVISION ADVERTISERS
- 10. WE CAN EXTEND MESSAGE SEQUENCING FROM TV TO MOBILE DEVICES OPPORTUNITY 2 SEQUENCE CREATIVE ON TV AND CROSS SCREEN
- 11. OPPORTUNITY 3 HYPER TARGETING = TAILORED CREATIVE TO EACH AUDIENCE WE NEED TO CHANGE THE BRIEF TO TEAMS AND SCOPE PRODUCTION BUDGETS TO SHOOT MORE FILM AND TEST MORE VERSIONS
- 12. OPPORTUNITY 4 TIE TV DIRECTLY TO SALES HAVING PHONE DATA ON WHO WE DELIVER THE CREATIVE TO MEANS WE CAN TRACK THE USER ALL THE WAY TO A SALE
- 13. WITH DYNAMIC AD INSERTION, WE CAN SEQUENCE ON TV WITH THE SAME CAPABILITIES AS DIGITAL VIDEO WE CAN TELL MORE CONNECTED STORIES AND MOVE BEYOND A SINGLE :30 SPOT TO COMMUNICATE COMPLEX MESSAGES AND CROSS-SCREEN ADDRESSABILITY MEANS WE CAN CREATE INTEGRATED CONTENT ACROSS TV TO MOBILE DEVICES AND BACK AGAIN
Editor's Notes
- Sources: 4As POV: Data Driven Video http://www.aaaa.org/news/bulletins/Pages/DataDrivenVideo.aspx Ad Age: http://adage.com/article/media/time-warner-cables-moves-addressable-tv-advertising/303015/