TV Advertising is Broken

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PMG’s approach to the problems with TV advertising.

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TV Advertising is Broken

  1. 1. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 1
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. We address television’s two biggest problems: Targeting and Measurement | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 5
  6. 6. The way TV is targeted is inefficient.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 6
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Attribute rich targeting naturally decreases wastedimpressions/increases response and brand awareness. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 10
  11. 11. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 11
  12. 12. trying to find Waldo…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 12
  13. 13. …using the same technology these guys used.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 13
  14. 14. Why agencies keep talking about the great rates they get... | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 14
  15. 15. …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
  16. 16. The fact is: targeting works.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 16
  17. 17. It works for direct mail… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 17
  18. 18. it works for online…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 18
  19. 19. and it works for TV.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 19
  20. 20. and it works for TV.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 20
  21. 21. 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
  22. 22. The way TV’s impact is measured is imprecise and inefficient. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 22
  23. 23. 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
  24. 24. 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
  25. 25. “TV’s true ROI cannot be measured” or… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 25
  26. 26. TV is all about “mindshare” and “awareness” and other “unmeasureables”… | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 26
  27. 27. 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
  28. 28. And while branding is clearly important…. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 28
  29. 29. …why does “branding” mean “don’t measure”? | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 29
  30. 30. TV’s impact is reliable, durable and predictable. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 30
  31. 31. We use TV spend to predict multi channel sales. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 31
  32. 32. The RED LINE is our forecast made prior to Q1. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 32
  33. 33. The BLUE LINE is actual weekly retail sales. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 33
  34. 34. Our forecast had a 95% accuracy.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 34
  35. 35. These results are typical.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 35
  36. 36. 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
  37. 37. 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
  38. 38. BTW, this works exactly the same with web sales.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 38
  39. 39. To review: We target precisely…| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 39
  40. 40. And measure accurately.| Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 40
  41. 41. 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
  42. 42. | Database marketing with TV media © 2011 Proceed Media Group. All rights reserved. 42
  43. 43. 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

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