By: Dooley Tombras (President - Tombras Group) & Kevin Van Valkenburgh (Chief Connections Officer - Tombras Group)

2. The Future of
AI + Media Buying

3. “You asked
the impossible
of a machine,
and the machine
complied.”
— Kurt Vonnegut Junior
The Sirens of Titan

4. It isn’t
Sci-Fi?

5. It’s
Media-Fi

6. We know what you’re thinking
right now

7. We have almost
two years of AI data
across multiple clients

8. AI for Media Buying
Doesn’t replace human planners + buyers
May actually make them better
Doesn’t make a garbage strategy
smell like fresh roses in your dad’s backyard
More info about audiences + creative performance
than you’ve ever seen

9. =
Key Takeaway
IN OUT

10. What Does AI Do?

11. Take a Pic of This SlideWe know it’s a lot of words — we can talk a lot faster if you do
Real-time buying across platforms
optimized to specific KPIs (Facebook/Instagram ›› Google ›› DSP)
Dynamic creative
based on “likeliness to convert” for all platforms
Deep audience segmentation
for use in content ›› website ›› user experience ›› etc.
The bigger definition — not the website one

12. Real-time optimization
based on KPIs 24/7/365 ›› no breaks ›› no sick days ›› no holidays
Monitors creative burnout
and suggests when new content is needed
Measures customer journey
Knows when to accelerate conversion goal
and when to add brand impressions to fill conversion pool
— and more —

13. Keys for Success

14. How Do You Win with AI?
Have truly measurable KPIs
with at least a year’s worth of historical data
Test + learn
You’ll need more content
than you’ve ever thought necessary
Tell your team no one is getting fired
because we have an AI platform

15. Now for
an awkward
topic transition

16. Advanced TV

17. But first…
some wise words to live by
in modern media planning

18. Follow
the user!

19. “Streaming has viewers trained to watch scripted TV
programs with few or no commercials. The trend, is
irreversible. This is not something that one big hit is
going to turn around for any general entertainment
network.”
Larry W. Jones, Former President of TV Land

20. Some Scary Stuff
Prime cable 2018 ratings fell
for 60 out of 78 networks in key advertiser demos (excludes news + sports)
Year-Over-Year: A18-34 16% ›› A18-49 10% ›› A25-54 10%
And broadcast was worse
P.S. TV spots didn’t get cheaper nationally or locally
Source: Nielsen National Cable Ratings, December 2018

21. What is Advanced TV?
Umbrella term that refers to television content that evolves
beyond traditional, linear TV delivery models
Everything but cable ›› satellite ›› over-the-air broadcast
Changes the way TV ads
should be planned + purchased
CONNECTED/OTT ACR ADDRESSABLE TV EVERYWHERE VOD PROGRAMMATIC TV

22. More for the Geeks
Smart TVs have a Chip That Fires Every Second
Recognizes content ›› ads ›› sources
Each manufacturer has own operating system
making scale an issue
Data from TV used to target
Can measure store visits and web activity from ad exposure
Currently cannot use ACR data on all brands
without buying direct from manufacturers

23. How Does This
Change TV Buying?
Nielsen ratings down again — with ad costs still climbing
But TV screen time is not decreasing
TV GRP isn’t worth what is was 5-10 years ago buying frequency more now than reach
Only way to add reach to linear buys
before going with programmatic or premium video
Some of you don’t count this as TV — shame!
Not just about cord cutters
About better + more content available from other sources to extend reach to light and average TV users
The user has already adopted this content as being TV
When will you as an advertiser?

24. But
What If?

25. AI
+
Advanced TV

26. I know,
pretty scary,
huh?

27. Can you use
AI + Advanced TV
together?

28. YES!

29. So what’s
the secret?

30. Find me at the bar
I do love bourbon

31. Questions?