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MediaPost Marketing Politics Sponsor xandr

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MediaPost Marketing Politics Sponsor xandr

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MediaPost Marketing Politics Sponsor xandr

  1. 1. January 2020 Political Advertising in 2020 and The Role of Digital Media
  2. 2. 2 Meaningful connections for partners. Better experiences for people. BROADBAND ENTERPRISE DATA
  3. 3. 3 Today’s Presentation: Political Advertising in 2020 and The Expanding Role of Digital Media • Industry Trends • Political Adoption • Present Day Regulations • Digital Advertising in 2020: Rise of Online Video
  4. 4. 4 The Rise of Digital Advertising 2000 2004 2008 2012 2016 2020 $8.09 B $9.6 B $23.4 B $36.6 B $72.5 B $151.3 B Total US digital ad spend over time Source: PWC, IAB 2019, eMarketer 2019
  5. 5. 5 The Rise of Digital Advertising 2008 40% Share of consumer media attention Share of ad spend 45.9% 21.5% 6.9% Television Digital Source: AdAge 2009, eMarketer, 2010 Report
  6. 6. 6 The Rise of Digital Advertising 2008 40% Share of consumer media attention Share of ad spend 45.9% 21.5% 6.9% 2008 Political Advertising Spend Television Digital Source: eMarketer, 2016 76.6% 0.4%
  7. 7. 7 The Mobile Movement 2012 38.1% Share of consumer media attention Share of ad spend 41% 37.7% 20.8% 2012 Political Advertising Spend Source: eMarketer, 2016 74.7% 1.8%
  8. 8. 8 The Mobile Movement 2016 2016 Presidential Election: “The most digital presidential election to date” 1.8% 10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Source: TheDrum 2017, eMarketer 2016
  9. 9. 9 The Mobile Movement 2016 c 2016 Presidential Election: “The most digital presidential election to date” 1.8% 10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Political Advertisers Share of Digital Spend 10% Total US Media Spend Share of Digital Spend 36.7% Source: eMarketer 2017, IAB 2018, Statista 2020, TheDrum 2017
  10. 10. 10 The Mobile Movement 2016 2016 Presidential Election: “The most digital presidential election to date” 1.8% >10% share of spend (digital) Mobile catches up to desktop Explosion of Social Media Adopters social channels Source: eMarketer 2016, IAB 2018, Statista 2020, TheDrum 2017 Political Advertisers Share of Digital Spend 70% TV (Broadcast & Cable) 8% Radio 12% Other (Print, OOH) >10% Total US Media Spend Share of Digital Spend 36.7% 36.5% TV (Broadcast & Cable) 7.3% Radio 19.5% Other (Print, OOH)
  11. 11. 11 2016 Audience Micro-Targeting Influx of Data Sources “Smarter Media Buying” Digital Implications Source: NYTimes 2016, WIRED 2019
  12. 12. 12 The Government Responds State Mandated Digital Political Advertising Regulations Source: Federal Election Commission
  13. 13. 13 Publishers Blocking Political Advertising Lack of trust and increased concern around editorial control Complex and dynamic state- level transparency requirements The Industry Responds
  14. 14. 14 The Industry Responds No Political-Specific Policy Solutions Over Compliance with Platform Restrictions Lenient Policy Solutions Stringent Policy Solutions Supply Limitations: Limited access to premium inventory Data Limitations: Blocked access to data providers / voter files for audience targeting State Limitations: No access to states with additional transparency requirements Buying Platforms Lengthy Verification Process: Increased verification processes which disrupts the quick turnaround time needed for political buying
  15. 15. 15 The Industry Responds No Political-Specific Policy Solutions Over Compliance with Platform Restrictions Lenient Policy Solutions Stringent Policy Solutions Supply Limitations: Limited access to premium inventory Data Limitations: Blocked access to data providers / voter files for audience targeting State Limitations: No access to states with additional transparency requirements The Xandr Advantage Safely Serve In All States Access Premium Video Inventory at scale on CTV Leverage Data Partnerships On Platform Buying Platforms Lengthy Verification Process: Increased verification processes which disrupts the quick turnaround time needed for political buying
  16. 16. 16 Opportunities Today and Tomorrow: The Online Video Surge 2019 The Average U.S. Home Owns 10 Connected Devices Xandr Relevance Report Consumers and Marketers interviewed about digital video trends, predictions, and habits Over 40% of consumers today use CTV devices to stream content on a daily basis 2019 Total US CTV Spend >$6.9 B
  17. 17. 17 Opportunities Today and Tomorrow: The Online Video Surge: Connected TV 2020 Challenges Audience Fragmentation Measurement Frequency Capping 2020 Estimated US CTV Spend $8.88 B $720 M 2020 Estimated US CTV Spend (Political)
  18. 18. 18 Opportunities Today and Tomorrow: Connected TV Advertising / Over-The-Top Supply 2020 Challenges Audience Fragmentation Measurement Frequency Capping Opportunity Identity Solution Accurately reach voters on whatever screen they're consuming content Maximize unique reach and media efficiency by frequency capping users across devices Sequence messages and retarget users across their connected devices
  19. 19. 19 Digital Advertising in 2020 The Xandr Advantage Inventory Data Reach Compliance CTV/OTT Livestream Instream Video Outstream Video Invest in Digital Video Invest in Target Voters Invest Nation-Wide Invest With Trust & Ease Targetsmart Catalist DATA TRUST i360 Reach across all states…. …and across screens Digital platform built for political advertisers New simplified workflows: data collection Built-in data archive and reporting UI
  20. 20. 20 Digital Advertising in 2020
  21. 21. Thank You For more information: Alex Chatfield alex.chatfield@xandr.com
  22. 22. Appendix
  23. 23. 23 COMMUNITY INCREASED YIELDBETTER TARGETING Xandr Over Time Automation of Demand, Enhanced with AT&T Data Automation and Aggregation of Supply REAL-TIME INSIGHTS AUTOMATED ATTRIBUTION COMMON IDENTITY AT&T DATA TV ViewershipMobile Location Browsing Customer Account File 3rd Party DataAd Exposure APPNEXUSXANDR TECHNOLOGY
  24. 24. 24 Xandr is building for the future of advertising Automation of Demand, Enhanced with AT&T Data Automation and Aggregation of Supply AT&T DATA APPNEXUSXANDR TECHNOLOGY PREMIUM ADVERTISING MARKETPLACE Allow brands to reach audiences across screens and at scale in high-quality video environments FOR BUYERS FOR SELLERS  Maximizing value of inventory  Yield optimization  Workflow efficiency  Unique demand  Cross-platform deals  Ease of execution  Unified targeting  Optimization across programmers  Simple workflow  Robust reporting
  25. 25. 25 The Rise of Digital Advertising 0 20 40 60 80 100 120 140 160 2000 2004 2008 2012 2016 2020

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