Keynote: Is the World flat?...Rethinking TV’s Role in the Marketing Journey Eric Fischer, Director of Global Brand Media, GoDaddy

1. IS THE WORLD FLAT?...
RETHINKING TV’S ROLE IN THE MARKETING JOURNEY

3. RETHINK: MEDIA OUTPUTS
CPM
CPP
GRP
RATINGS
DAYPARTS
REACH
FREQUENCY

4. THINK: BUSINESS OUTCOMES
ROAS
ROMI
MARGINAL CPA
INCREMENTAL CPA
SOV
VTR/VTC

5. RETHINK: IMPACT OF DATA
THE GUESSING CONTINUUM

6. RETHINK: CORRELATION &
CAUSATION

7. THINK: CORRELATION & CAUSATION

8. RETHINK: ATTRIBUTION
REAR FACING
PREDICTIVE
CORRELATIVE

9. THINK: CONTRIBUTION
FORWARD FACING
PRESCRIPTIVE
CAUSAL

10. $0
$50
$100
$150
$200
Day 1 Day 15 Day 30
CostperAcquisition
Overall TV Radio
Display Search Other
RETHINK: MEDIA CONTRIBUTION
$0
$100
$200
$300
$400
0%
25%
50%
75%
100%
Day 1 Day 15 Day 30
CostperAcquisition
%ofNewCustomers
Base 12+ Mo. Base 6-12 Mo. Base 4-6 Mo.
Base 1-3 Mo. Marginal CPA
BaseVolume
THINK: MEDIA CONTRIBUTION

11. RETHINK: MEDIA PLANNING

12. THINK: MEDIA PLANNING

13. RETHINK: TV TOPOGRAPHY

14. THINK: TV TOPOGRAPHY

15. THINK: “PROGRAMMATIC” TV
AUDIENCE
TARGETING
DYNAMIC INSERTION
ADDRESSABLE

16. RETHINK: TV MEASUREMENT

17. RETHINK: TV MEASUREMENT

18. THINK: TV INVENTORY
ADMORE
AUDIENCEXPRESS
CADENT
CONTINUUM
CLYPD
PLACE MEDIA
ROCKETFUEL
SAMBA TV
SIMULMEDIA
TUBE MOGUL
VIDEOLOGY
WIDE ORBIT
WYWY
YUME

19. THINK: MEASUREMENT
ADOMETRY
ANALYTIC PARTNERS
CONCENTRIC
CONVERTRO
DATA XU
HUDSON RIVER GROUP
IRI
MARKET SHARE PARTNERS
MARKETING EVOLUTION
NIELSEN
NINAH
RAKUTEN DC STORM
THINKVINE
VISUAL IQ

20. THINK: ELEVATOR PITCH
ERASE
AVOID
DETERMINE
EMBRACE
ACKNOWLEDGE
BREAKDOWN
PRECONCEPTIONS
GUESSING
CAUSALITY
CONTRIBUTION
TOPOGRAPHY
SILOS

21. CAPTAIN…THAT ICEBERG’S NOT GETTING ANY SMALLER

22. ERIC FISCHER
efischer@godaddy.com
linkedin.com/in/ericfischer823
602.420.4254