15. Challenge: Increasing cost and decreasing reach of
TV.
Question: How can we be more efficient with video?
Challenge: Too much data, not enough knowledge.
Question: What data should we use, and at what
cost?
Challenge: Lack of accountability in media.
Question: How do we make every impression count?
The challenges we
were looking to solve
1
2
3
16. How can we be more
efficient with video?
TEST DESIGN
// How Can We Be More Efficient With Video?
Single trusted partner
Augment TV plan to reach light TV viewers
Measure incremental reach
1
17. 80%+ delivered to light TV households
3.9% increase in reach
Results
1
2
18. TEST DESIGN
// What data should we use and at what cost? &
How do we make every impression accountable?
Single trusted partner
CRM data, Behavioral audiences, Contextual environments
Pixel site to measure conversion
2 & 3
19. CRM audiences had high conversion,
but were limited in scale
Behavioral tactics drove 4X higher
conversion rate than Contextual
Contextual environments had the
greatest variability
Results
1
2
3
21. What gets in the way?
Everything
Disarm that and focus on the
goal
Focus on the goal and
don’t let anything get
in your way!
22. Consistency is the antidote to change.
And if there is one constant in marketing, it’s the value of
video – of sight, sound and motion – to incite action.
Focus on the goal and
don’t let anything get
in your way! Consistency is
the antidote to
change
How do you build a connected TV plan that helps clients achieve their ultimate goal? Whether it’s a “TV+” strategy aimed at reaching light TV viewers and lowering CPMs, or developing a targeted audience strategy to better engage with on-demand video viewers, this session will break down how to build a framework that works for you and your clients.
Companies I’ve worked at – balanced across creative, media, client side.
Laddering up in to MediaCom and inside the GroupM team. We place over 1/3 of all media dollars globally. What does that mean? There are big teams of people, with a beautiful view of the landscape, writing up valuable content for our clients all the time.
This is an environment of great change. Just like the space shuttle, we plan for months - launch and then have to constantly adjust.
We need a collaborative, trusting, high-achieving environment to make this possible.
We create the conditions for success. In AM and DM, we set the tone. We make the rules. Here are mine.
Let’s start with the market conditions overall. Video continues its sizmic shift.
It’s more of the same, but not much more of the same.
No new signs of life in linear TV. However, inflating unit costs are the silver lining of audience scarcity.
Clients organizing their data and utilizing to plan and buy media.
FAANGS challenge currently isn’t who they are challenging, but rather that they are facing significant challenges. Good.
AT&T, Verizon, Comcast – many say they will start buying agencies
Yes, OTT continues to expand
Watchmaker metaphor.
Reach is at scale, though very underinvested. Typical spend at a few %, reminiscent of mobile in its infancy.
Measurement is the key thing holding us back. Look for one system you can use – a single adserver.
Accessed on many devices – CTV truly is the intersection between TV and Digital.
Image straight from the report
The value of complication is the ability to answer questions that were never possible before. To innovate and solve problems. Complication is worth it when the benefits outweigh the costs. Each one of us needs to do our own cost/benefit analysis when it comes to our brands.
Start with the system – with the issues you need to solve for.
The most important thing you can do as a marketer, as a human being, is get better over time. Progress is wired in to our core. It’s the most self-rewarding, and professionally rewarding force there is. Set up a system, measure it, make it better, win.
Make sure that it performs its primary function and add complication that will solve a problem:
- We need to be more accurate in our measurement: Tell time in hundredths of seconds.
But – not have the primary function disrupted / Create a separate drive train / still has 80 hours power reserve.
Combat delay in human reaction time / Rocker button.
Consistent with IAB, Nielsen research released testing 10% shift from linear to CTV
Consistent with IAB, Nielsen research released testing 10% shift from linear to CTV
What gets in the way of testing and learning? Everything.
It takes time to put the best test together. It takes perseverance to follow through with it, protect the budget and execute it correctly. It takes long term vision and consistency to build on a learning agenda over time.
How to disarm that and focus on the goal? Agree to a plan ahead of time and put a fully accountable person in charge.
Consistency is the antidote to change.
And if there is one constant in marketing, it’s the value of video – of sight, sound and motion – to incite action.
David Shulman story.
There is so little in life that you can control. You can’t control what happens, but you can control how you react to it.
As leaders it is our duty to remove people who aren’t positive.