3. Disruptive tech adoption
100%
103%
80%
Since 2008 US
consumers have added
12 days of screen time
60%
per year—a whole
vacation
40%
20%
22%
0 8%
-20%
-22%
MOBILE COMPUTER TELEVISION NON-SCREENS
Source eMARKETER, UNSURE OF DATE?
4. TV is very much still the primary screen
83%
$6B 80%
$6.1B
$5B 68% 68% 70% Auto advertisers‗ spend
66%
on TV is 4x their spend
62%
$4.6B on digital, radio, print,
$4B 60%
outdoor put together
$3B 50%
$3B
$2B 40%
$1.7B
$1.5B
$1B 20%
TOTAL TV SPEND
0 0 TV SPEND AS % OF TOTAL MEDIA BUDGET
AUTO CPG PHARMA RETAIL FINANCIAL
Source eMARKETER, UNSURE OF DATE?
5. Brand Advertising spend doesn‘t align with where
consumers are spending their time
OPPORTUNITY REMAINING CHALLENGES
• Mobile Rivals TV and Computers for Time Spent • Few mobile solutions focus on the needs of brands
• Mobile point solutions are another silo
15 HOURS
• Audience data is scarce
13 HOURS • Cross-media coordination is a difficult
10 HOURS 10 HOURS
8 HOURS
5 HOURS
6 HOURS
5 HOURS
4 HOURS
0
INTERNET TELEVISION MOBILE AUDIO NEWS PAPER MAGAZINES
WEEKLY TIME SPENT (16 – 54 : HOURS )Source eMARKETER, APRIL 2012
6. But brands are recognizing the value of mobile screens
Methods Used by US Marketers to Measure the Performance of Their Mobile and Video Campaigns Dec. 2011
% of respondents
BRAND ENGAGEMENT
eMarketer – Marketers are using mobile
68% about equally for branding and direct
54%
response – reflecting a broad acceptance
$83
of mobile as a vehicle for branding
TRAFFIC DRIVING (CLICKTHROUGH RATE)
64%
Source: ValueClick Media, ―Advertiser Survey 2012,‖ Fed 29, 2012
63%
BRAND AWARENSS
VIDEO
61%
MOBILE
52%
DIRECT RESPONSE
36%
51%
PURCHASE INTENT
28%
30%
8. Video is video no matter what screen
16 17
27 24
32 27
10
COMPUTER ONLINE, THROUGH 11 TELEVISION
THE INTERNET
AT HOME ON ANY DEVICE AT HOME
10
9 11 8
19
16
17 9 17 18
AUDIENCES ARE FOLLOWING SIMPLE RULES % GLOBAL ONLINE AVERAGE
More than once a day
• Multi-Screen viewing behaviors are increasing Once a day
A few times a week
• Daily and weekly multi-screen viewing consistent
Once a week
• Less TV watching, means more multi-screen opportunities
Less than once a week
Have not watched video on this
device in the past 30 days
10. Mobile Data 101: What‘s available today
Mobile Data :
• Geo/ Targeting Segmentation Scheme
• Publisher Data
• Leveraging IP Address
(Add Graphics to illustrate each)
11. Leveraging Audience Targeting Strength for Mobile
Online Audience Targeting
Geography
• ZIP code – IP address-based
• ~5,000 online audience per US ZIP
• Chosen based on high composition of target,
eg ―Luxury Auto Buyer‖
Demographics
• Demographic data comes from publisher
registration records
• Presence of users in particular demos creates
additional signal for model (eg Luxury Auto
Buyers correlate to Men, $150k+ HHI)
Demographics
• Demographic data comes from publisher
registration records
• Presence of users in particular demos creates
additional signal for model (eg Luxury Auto
Buyers correlate to Men, $150k+ HHI)
Context
Demographics
Geography
12. Leveraging Audience Targeting Strength for Mobile
ONLINE AUDIENCE TARGETING MOBILE AD SERVER
Final Segment
API BRIDGE
Context Device
Demographics Daypart
Geography Geography/Demo/Context from Collective
13. Mobile Creative 101
Mobile Creative is challenging
-Most people just create something for the web and move it over, not
ideal
-Self Service platform tools like medialets do it well
-Creative is more important in a tablet environment, aids brand
awareness
31 percent of survey respondents said they saw a trailer on their
mobile phone in the past six months, and when asked whether
they viewed ads before trailers, 83 percent said they had with 61
percent watching the ad to the end in order to get to the trailer.
15. Vertical Success
Entertainment Ads typically introduce new releases with the goal of building awareness and driving ticket sales.
• Expandable ad formats represent 66% of all
entertainment ads
• 69% of entertainment ads were smartphone ads.
• Components most often used include:
• video (60%)
• photo gallery ( 33%)
• games (33%)
• Get tickets (42%)
• Social buttons (25%)
• Engagement is high for games (17%) and video
(12.4%).
19. Targeting - Case Study: HTC
Cross-Screen Impact: Purchase Intent
• Major HTC device launch Q2 2012
• Used TV Accelerator to identify brand target on TV, PC and Tablet
• Delivered video and display across screens
83% LIFT 16.5%
9.0%
CONTROL TEST
PURCHASE INTENT
VIZU N = 221
20. Day part - Case study : Cookies Inc.
Collective delivers winning multi-screen strategy for leading U.S. cookie brand
Goals
Reccomendation
• Re-brand and re-launch cookie company product • Banner
• Increase overall awareness
• Video Pre-Roll
• Drive purchase intent
• Use video to heighten interest • Targeting for Oreo Fudge me‘s Audience
• Mom focused Content Channels
• Daypart target with Mobile Video to reach
Target
mom‘s when they are most likely to be engaged
• Moms on the go
• Always on approach
• Every hour of the day
• Reach them across all of their devices
Measurement: Vizu & DimeStore
21. Case study : Cookies Inc.
Collective delivers winning multi-screen strategy for leading U.S. cookie brand
Results
Goals
• Re-brand and re-launch cookie company product • 16.4% overall campaign lift
• Increase overall awareness • 17.4% online video lift
• Drive purchase intent • 15.9% overall lift in display
• Use video to heighten interest
• 81% mobile lift
Target
• Moms on the go
• Always on approach
• Every hour of the day
• Reach them across all of their devices
Measurement: Vizu & DimeStore
22. Case study : Cookies Inc.
EXECUTION:
Collective selected for its sophisticated offering with intelligent targeting
across multiple screens
6:00 pm --11:00 pm
4:00 pm 8:00 am
6:00 am 9:00 pm
23. Select what you need to best drive marketing goals
✔ Audience Targeting (Behavior, TV
viewing,
Demo, Geo, etc.)
✔ Display, Rich Media, Pre-Roll, Video,
etc.
✔ Multi-Screen (Online, Tablet,
Smartphone, connected TV, etc.)
✔ Rich Media units (Select best experience
Per multi-screen target)
Viewing of video on multiple screens (TV, computers, mobile devices) has reached a tipping point. US consumers added 12 days of screen time per year between 2008 and 2011 – equal or better than the average American’s vacation days in an entire year.Marketers see this trend unfolding, and they are looking for ways to capitalize on the changes. Creating appropriate messages and delivering them to their audience wherever they are most active is the new challenge. Additionally, multi-screen viewing behavior has started to become more consistent in terms of time spent and also viewing by day-part.Advertisers can leverage the power of Collective to help them achieve their video branding objectives across any device and across multiple screens.
So the consumer is driving these trends.Over the last 3 years, time spent on mobile has increased over 100%.... Computer internet use has risen 22%... TV by 8%.The screens have emerged, while non-screen media time has given up that share… declining 22%.To put it in perspective: the average consumer has added 12 days of screen time to their year. A whole vacation spent not on a beach, but on a screen.
Meanwhile, the flip side of this conflict is that TV remains the
Advertisers are increasingly aligning their video advertising strategy with how viewers are watching video. TV, the first screen, continues to captivate us with sight, sound and motion. This will never change, but video consumed in an “always on” environment extends beyond the actual TV. Video is video, no matter the screen where your audience consumes it, and advertisers need to follow this user behavior.Video is also compelling because viewers are demanding more of it, and prove this desire by accessing it all the time. We find time and creative ways to incorporate more of it into our already extremely busy lives.As consumers spend more time across devices and screens (yes, TV is now one big screen) their behavior is starting to become more predictable. Collective helps advertisers develop a multi-screen strategy to meet the needs of your audience goals.
Data passed from publisher/ Registration data from user Passed in ad call Geo/ Targeting segmentation scheme (similar)Leveraging IP Address (Mapping Mobile IP to online IP cookie)
Collective is uniquely enabled to be your video advertising partner.Collective’s TVAccelerator is recognized by brand marketers as a unique and innovative way to complement their TV advertising strategies.Our exclusive relationship with Rentrak enables TVA with 10 times the data accuracy of any other solution.Collective is known industry-wide for our expertise in audience targeting with our personifi segments now providing targeting advantages not seen in other solutions and verified by comScore.Collective partners with Nielsen and comScore to facilitate innovative measurement and reporting developed by Collective.And all of our video advertising capabilities are delivered via strong and growing relationships with premium content partners.
Collective has long been known as the audience targeting expert for display advertising. We have evolved to now provide even greater audience targeting capabilities but across a full spectrum of video advertising. With Ensemble, Collective helps brand marketers get their digital video creative closer to the TV gold standard. (convenient, accurate, cost-effective)(Name example of AMP partner)Show logos of our products in slide, personifi…. Animated points6pm – 11pm Prime tvTablet to weekend also
Offering a wide variety of targeting options, Collective can help you reach your audience by leveraging tried and true targeting methods, including context and channel, to help you reach engaged audiences. We also have the ability to target audiences by leveraging TV viewing behavior along with the other targeting options.Construct the video advertising campaigns that align with your marketing goals.
