Understanding the Advanced Television Ecosystem
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The ability to use data and technology to refine the way advertisers use television is very real and presents incredible benefits. The challenge is we are faced with a very complex and fragmented ecosystem. Let’s discuss how to simplify the marketplace and a provide turnkey, hassle free solutions for advertisers.
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Understanding the Advanced Television Ecosystem
- 1. DATA . TECHNOLOGY. TELEVISION.
- 2. Data Drives today’s television market
- 3. Addressable Video solutions to Reach Qualified Audiences HOUSEHOLD ADDRESSABLE Opportunity to go beyond demography to target messages only to households in a brand’s true target Addressable ads are dynamically inserted, whenever/wherever the households is watching TV, if they meet the targeting criteria 57MM HOUSEHOLDS ZONE-LEVEL ADDRESSABLE Ability to leverage first/third party sales data to broaden the target by isolating zip codes and cable zones that over-index for a brand Beyond the 210 DMAs, there are 3,788 zones that we have the ability to target individually 3,788 ZONES DEVICE-LEVEL ADDRESSABLE Extend reach of Addressable television via device (mobile/ tablet) level Addressable 300MM devices, mapped to 100MM HHs Ability to get true cross channel attribution 100 MM HHs 3
- 4. Robust Data Resources Enhance Targeting Precision Experian Auto Polk DMV Registration Data AUTO SHOPPER PROPENSIT Y SET TOP BOX PHARMA FIRST PARTY Shopcom Nielsen Catalina 84.51 o Experian or Acxiom (Demographics, Psychographics, Behavioral) Set Top Box Viewer Data MedicX, IMS, or Crossix Rx Diagnosis Data Propensity Models 1st Party Client Data Experian or Acxiom via double blind match HHs in-market for: Luxury SUVs Electric/Hybrid cars HHs purchasing: Dog Food, Cat Litter, Craft Beer, Soup, Decongestant Meds Small Business Owners Tech Enthusiasts Order Flowers Online Light/Lapsed/Heavy Viewers of: Specified Programs or Networks Allergy Sufferers Birth Control Users Chronic Migraine Sufferers Card Members Current/Prospective Members
- 5. DRIVE AUTO SALES CROSS DEVICE ADDRESSABLE WITH IN LONG FORM VIDEO
- 6. [ EXPERIAN AUTO ] In Market for a Luxury Sedan or Wagon Audi A6/A7, Lexus Gs, BMW 5-Series, Mercedes E-Class, Mercedes CLS, Lexus ES, Infiniti Q70, Acura RLX, or Volvo S90 DATA SETS LEVERAGE DATA TO TARGET ONLY IN-MARKET CONSUMERS Addressable TV [Subscriber files] Mobile [Device ID] Connected [Device ID, IP Address] 9.4 MM Qualified HHs/Device Unified data approach matched against subscriber files, device IDs or IP Addresses to identify qualified households
- 7. IN-MARKET LUXARY SEDAN OR WAGON AUDIENCE BY CHANNEL [ ADDRESSABLE TV ] [ DEVICE ] [ CONNECTED/OTT ] 5.3MM 2.9MM 1.9MM
- 8. 670 INCREMENTAL CARS SOLD 31% INCREASE IN BUY RATE 11:1 RETURN ON AD SPEND 4,469 TOTAL CARS SOLD, TO EXPOSED HOUSEHOLDSROAS BY CHANNEL ADDRESSABLE TV [ 11:1 ] CONNECTED TV [ 12:1 ] DEVICE [ 8 :1 ] *ROAS based on MSRP $25MM ROAS* *Based on MSRP
- 9. [ONLINE FLOWER RETAILER] Case Study
- 10. DATA SETS LEVERAGE DATA TO ONLY TARGET FLOWER PURCHASER S [ Addressable TV ] Subscriber Files [ Mobile ] Device ID [ High Indexing Linear ] Viewership Data 16 MM Qualified HHs/Device Unified data approach matched against subscriber files, device IDs or viewership data to identify qualified households [ Credit Card Data ] Online flower purchasers OR households in market to purchase flowers for Mother’s Day
- 11. [ ONLINE FLOWER VENDOR] Audience By Channel [ ADDRESSABLE TV ONLY ] [ CROSS SCREEN ADDRESSABLE ] [ DEVICE ONLY ] 8.1MM [ HIGH INDEXING LINEAR ] 527 K 182 K 7.8 MM
- 12. $15.6 Million [ Incremental Sales ] 161% [ Increase in Sales Rate ] 141% [ Lift in Penetration ] $25.4 Million [ Campaign Sales ] ROAS BY CHANNEL TV ONLY [ $7.39 : $1.00 ] CROSS SCREEN [ $7.36 : $1.00 ] DEVICE ONLY [ $6.25 : $1.00 ] $8.64 : $1.00 [ Total ROAS ]
- 13. Q&A Thank you!
Editor's Notes
- 73% lift = Ad viewers saw significantly higher new to brand patients vs. non-exposed controls, sample size 2M
- Rick: Sets the stage with market place overview… posed for growth, yes? Joanna: Elaborate on how the addressable market will grow. Rick: Flower quote from econismt. Joanna: With that, Joanna gives overview of Flower campaign and objectives.
- Joanna: Covers how Modi overlays data to find qualified targets. Will ask Rick how Cadent identifies which households to target when using high indexing across Cadent’s footprint. Rick: Cadent determines audience segments by….
- Joanna
- Joanna: 73% lift = Ad viewers saw significantly higher new to brand patients vs. non-exposed controls, sample size 2M
- Rick: Thank you… option to open up to group for immediate Q&A, or can ask 1 question before so. Sample questions from our call: How do you design the plan? How do you determine test vs. control? What data set do you use for measurement? How do you continue to grow the marketplace? Scale it? What verticals work best? Any criteria or guidelines? And does it work for anyone? Household addressable vs. personal addressable?