Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digiday Video Advertising Summit | Deutsch

57 views

Published on

Presented by Andrew Eklund

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Digiday Video Advertising Summit | Deutsch

  1. 1. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 1 EMBRACING THE CHALLENGES OF CONNECTED TV
  2. 2. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 2 It is where all the eyeballs are going Source: MAGNA Estimates, Oct 2019 0 25 50 75 100 2014E 2015E 2016E 2017E 2018E 2019E 2020E 2021E 2022E 2023E 2024E 19191918171716131198 8888888 8 6 65 302926 23 20 16 13 9 6 4 2 33 3 3 3 3 3 3 3 3 2 11 1 2 1 1 1 2 2 1 2 77 7 7 8 8 8 9 9 10 10 32333639 43 4751 56 63 67 71 Live TV DVR VOD Game Console (Video) Connected TV PC Streaming Mobile Streaming PERCENT OF WEEKLY VIDEO TIME, ADULTS 18-49
  3. 3. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 3 Ad spend is growing… 3% ….But has not caught up to consumer behavior: Video time spent Total media spending Title 0 3.75 7.5 11.25 15 Category Axis 2019 2020 2021 2022 2023 $14.12 $12.49 $10.81 $8.88 $6.94 CTV Ad Spend ($B) 0.1 0.2 0.3 0.4 2.9% 3.4% 3.9% 4.3% 4.7% 37.6% 28% 21.8% 15.5% 13% % Change % of Total Media Ad Spending US CONNECTED TV AD SPENDING 2019-2023 Source: eMarketer Oct 2019 19%
  4. 4. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 4 Source: Nielsen, Q1 2019 (Magna) We can’t just follow the eyeballs Nearly half of the OTT viewing hours are from services that do not have ad models. SHARE OF HOUSEHOLD STREAMING TIME, BY SERVICE* Other 21% 8% 13% 21% 37% Netflix YouTube Amazon Hulu
  5. 5. 11.26.2019 / 5 …. Further perpetuated by the new entrants… DIGIDAY SUMMIT
  6. 6. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 6 Measurement standards CHALLENGES Inventory confusion Frequency controls
  7. 7. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 7 It's complicated Source: IAB “YouDown with OTT”10’18
  8. 8. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 8 Start with how you want to buy, and focus on biggest options Source: eMarketer, 10/21/19*, 11/11/19** 70% of spending* TV FEP Programmatic 50% of transactions** CONTENT FIRST AUDIENCE FIRST Limited scale
  9. 9. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 9 And understand the supply chain PROVIDER / DEVICE PROGRAMMATIC / DIRECT Scale across many, But lack of transparency Subscriber information, Access to unique inventory Content Owners / TV platforms
  10. 10. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 10 Measurement Standards CHALLENGES Inventory Confusion Frequency Controls
  11. 11. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 11 Avoid overlap in buys SHOW UP PROVIDER / DEVICE DIRECT PROGRAMMATIC / RESELLER BUY
  12. 12. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 12 Consider Universal pixel / tagging $$$$ Enforce Frequency cap (industry)
  13. 13. Holistic measurement Inventory confusion Frequency controls CHALLENGES PROPRIETARY & CONFIDENTIAL13 DIGIDAY SUMMIT
  14. 14. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 14 Connecting the data is hard LINEAR DIGITALCTV walled gardens + lack of transparency + shared passwords
  15. 15. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 15 Clear understanding of the role of CTV With more sophisticated measurement lined up: Conversion Incremental or Unduplicated Reach Test & Learn ACR Tracking Universal Pixel/Tagging Brand Lift Cross Device Measurement Reporting Transparency MTA
  16. 16. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 16 Seven questions to consider when determining measurement 1. What is the match rate? 2. Are they totally reliant on IP addresses? 3. How big is the cross device graph? 4. Is it possible to get log level files? 5. Is the targeting methodology deterministic or inferred? 6. How refreshed / unique is the data if not 1st party? 7. What is the turn around time for reporting? Or is it real time?
  17. 17. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 17 Upsides?
  18. 18. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 18 +Future Consolidation Measurement Leaders Less Complex Landscape=
  19. 19. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 19 Innovation beyond spots
  20. 20. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 20 Discovery is an opportunity 0 2.5 5 7.5 10 Category Axis A18+ A18-34 A35-49 A50-64 A65+ 54.9 8.4 9.4 7.4 Time Spent (minutes) AVERAGE TIME SPENT WHEN MAKING A SELECTION AMONG STREAMING SERVICE USERS Source: Nielsen Media Tech Trender The future is voice
  21. 21. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 21 Segmented video storytelling
  22. 22. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 22 1:1 CLOSED LOOP
  23. 23. PROPRIETARY & CONFIDENTIAL DIGIDAY SUMMIT 23 THANK YOU

×