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Addressable advertising on TV:  An advertiser’s perspective CSI Conference, 11.05.10 Classified - Internal use
Who am I? - Coca-Cola Great Britain and Ireland Media Manager - Responsible for all media spends’ productivity and profita...
Classified - Internal use
What I watch Classified - Internal use
Financials (what i’d pay, to who) Classified - Internal use
<ul><li>The costs of TV advertising </li></ul><ul><li>The value of TV advertising </li></ul><ul><li>Increasing productivit...
The problem from an advertisers point of view Classified - Internal use
You can’t use TV to target effectively Classified - Internal use
Classified - Internal use
Lighter viewers watch  bigger shows Classified - Internal use Source:  3 1971 figures reproduced from Goodhardt, G. J., A....
Bigger channels are watched more Classified - Internal use Source: Figure reproduced from Barwise, P. and A. Ehrenberg(198...
Sport channels are 65% male ( average: 51 percent) Classified - Internal use
And also . . . Classified - Internal use
<ul><li>Picture of a kettle </li></ul>Classified - Internal use
But, we continue to be high spenders on TV . . .  Why? Classified - Internal use
<ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul>Classified - Internal use
Classified - Internal use
<ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul><ul><li>TV has been getting che...
Classified - Internal use
<ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul><ul><li>TV has been getting che...
Reach, not targeting is the most important media metric for business growth Classified - Internal use
Classified - Internal use
Classified - Internal use
Classified - Internal use
Classified - Internal use
Targeting demographic groups has it’s limits Classified - Internal use
Classified - Internal use
Who actually consumers Diet Coke Classified - Internal use
What I watch Classified - Internal use
Classified - Internal use
We almost never target just one audience at a time Classified - Internal use
Dual targeting Classified - Internal use Targeting the end consumer and shopper
The move back into the living room Classified - Internal use
Watching programmes together (With Food) Classified - Internal use
The importance of ATL to support shopper marketing Classified - Internal use Getting in-store right
The exceptions that prove the rule Classified - Internal use
Classified - Internal use
<ul><li>Irrational? </li></ul><ul><li>Deep engagement </li></ul><ul><li>Long term brand value? </li></ul>Classified - Inte...
If reach is the goal, then frequency is the enemy Classified - Internal use
Diminishing returns on TV Classified - Internal use
Planning the weight of TV <ul><li>Very engaging, but difficult comprehension </li></ul><ul><li>Low category understanding ...
Heavy viewer:  15 / 16 Light viewer:  1 / 2 Classified - Internal use
1. ‘ What’s your celebration?’ 2. Win World Cup tickets every day 3. With food message 4. Coke Zero Classified - Internal ...
Fusing with coke zone Classified - Internal use
Stakeholder  benefits Classified - Internal use
<ul><li>We don’t want to pay more for reduced ROI  (want to see that it works for sales) </li></ul><ul><li>We do want a st...
References: Marketing theory from Ehrenberg-Bass  ( www.marketingscience.info ) Media data from Fairbrother Lenz Eley  ( w...
Thank you. e.  [email_address] linked in: Adam Rattner twitter:  ratters Classified - Internal use
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Addressable advertising on TV: An advertiser's perspective

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For CSI conference, 10.05.10

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Addressable advertising on TV: An advertiser's perspective

  1. 1. Addressable advertising on TV: An advertiser’s perspective CSI Conference, 11.05.10 Classified - Internal use
  2. 2. Who am I? - Coca-Cola Great Britain and Ireland Media Manager - Responsible for all media spends’ productivity and profitability Classified - Internal use
  3. 3. Classified - Internal use
  4. 4. What I watch Classified - Internal use
  5. 5. Financials (what i’d pay, to who) Classified - Internal use
  6. 6. <ul><li>The costs of TV advertising </li></ul><ul><li>The value of TV advertising </li></ul><ul><li>Increasing productivity to command a higher price </li></ul>Classified - Internal use
  7. 7. The problem from an advertisers point of view Classified - Internal use
  8. 8. You can’t use TV to target effectively Classified - Internal use
  9. 9. Classified - Internal use
  10. 10. Lighter viewers watch bigger shows Classified - Internal use Source: 3 1971 figures reproduced from Goodhardt, G. J., A. S. C. Ehrenberg, and Collins, M. (1975). The Television Audience - Patterns of Viewing. Hants, England, Gower Publishing Ltd. Page 78., reported in TV Futures, by Ehrenberg-Bass
  11. 11. Bigger channels are watched more Classified - Internal use Source: Figure reproduced from Barwise, P. and A. Ehrenberg(1988). Television and Its Audience. London, Sage Publication. Data is from New York 1976 and for UK in 1987.
  12. 12. Sport channels are 65% male ( average: 51 percent) Classified - Internal use
  13. 13. And also . . . Classified - Internal use
  14. 14. <ul><li>Picture of a kettle </li></ul>Classified - Internal use
  15. 15. But, we continue to be high spenders on TV . . . Why? Classified - Internal use
  16. 16. <ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul>Classified - Internal use
  17. 17. Classified - Internal use
  18. 18. <ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul><ul><li>TV has been getting cheaper year on year </li></ul>Classified - Internal use
  19. 19. Classified - Internal use
  20. 20. <ul><li>It works! </li></ul><ul><li>People are watching more TV than ever before </li></ul><ul><li>TV has been getting cheaper year on year </li></ul><ul><li>TV is not becoming less effective </li></ul>Classified - Internal use
  21. 21. Reach, not targeting is the most important media metric for business growth Classified - Internal use
  22. 22. Classified - Internal use
  23. 23. Classified - Internal use
  24. 24. Classified - Internal use
  25. 25. Classified - Internal use
  26. 26. Targeting demographic groups has it’s limits Classified - Internal use
  27. 27. Classified - Internal use
  28. 28. Who actually consumers Diet Coke Classified - Internal use
  29. 29. What I watch Classified - Internal use
  30. 30. Classified - Internal use
  31. 31. We almost never target just one audience at a time Classified - Internal use
  32. 32. Dual targeting Classified - Internal use Targeting the end consumer and shopper
  33. 33. The move back into the living room Classified - Internal use
  34. 34. Watching programmes together (With Food) Classified - Internal use
  35. 35. The importance of ATL to support shopper marketing Classified - Internal use Getting in-store right
  36. 36. The exceptions that prove the rule Classified - Internal use
  37. 37. Classified - Internal use
  38. 38. <ul><li>Irrational? </li></ul><ul><li>Deep engagement </li></ul><ul><li>Long term brand value? </li></ul>Classified - Internal use
  39. 39. If reach is the goal, then frequency is the enemy Classified - Internal use
  40. 40. Diminishing returns on TV Classified - Internal use
  41. 41. Planning the weight of TV <ul><li>Very engaging, but difficult comprehension </li></ul><ul><li>Low category understanding </li></ul><ul><li>Lots of competitor advertising </li></ul><ul><li>Optimal frequency: 4+ </li></ul><ul><li>TVR range: 400-450 </li></ul>Classified - Internal use
  42. 42. Heavy viewer: 15 / 16 Light viewer: 1 / 2 Classified - Internal use
  43. 43. 1. ‘ What’s your celebration?’ 2. Win World Cup tickets every day 3. With food message 4. Coke Zero Classified - Internal use
  44. 44. Fusing with coke zone Classified - Internal use
  45. 45. Stakeholder benefits Classified - Internal use
  46. 46. <ul><li>We don’t want to pay more for reduced ROI (want to see that it works for sales) </li></ul><ul><li>We do want a stronger broadcast environment (with more investment in programming) </li></ul><ul><li>We do want more attentive advertising (and audience scale) </li></ul>Classified - Internal use
  47. 47. References: Marketing theory from Ehrenberg-Bass ( www.marketingscience.info ) Media data from Fairbrother Lenz Eley ( www.flemedia.com ) Classified - Internal use
  48. 48. Thank you. e. [email_address] linked in: Adam Rattner twitter: ratters Classified - Internal use

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