This document defines different types of advanced TV targeting and addressable TV. It discusses addressable TV, which allows different ads to be shown to households viewing the same show. It also discusses audience addressable TV and connected TV. The document notes that addressable TV reaches nearly 50 million US households and allows the same targeting capabilities used online. It outlines four opportunities for creative agencies with addressable TV, including smaller brands becoming TV advertisers, sequencing creative across TV and devices, hyper-targeting tailored creative, and directly tying TV to sales.

1. MATH + CREATIVITY
= EFFECTIVENESS

2. LET’S TALK THE
MATH FIRST.

3. ADVANCED TV TARGETING HAS A LOT OF DIFFERENT MEANINGS
SO LET’S DEFINE THEM
ADDRESSABLE TV
(sometimes called Household
Addressable)
Think of it as…
Bringing one-to-one digital
targeting to television.
Households viewing the same
show see different ads
AUDIENCE ADDRESSABLE TV
(most often referred to as
Programmatic)
Think of it as…
Buying local Cable shows that
over-index against our target
audience. Everyone in a local
market tuned to that channel will
see the same ad
CONNECTED TV
Think of it as…
Hulu or HBO GO that you watch
via Smart TV or Apple TV/Roku.
Ads are bought and trafficked as
Online Video

4. CREATIVE AGENCIES CARE ABOUT ADDRESSABLE TV,
BECAUSE OF THE CAPABILITY FOR
DAI
(DYNAMIC AD INSERTION)
WHICH MEANS
I SEE ONE AD, YOU SEE ANOTHER

5. E.G BOTH WATCHING JEOPARDY AT 7:30 ON ABC
• Rent my apartment
• Live in Greenpoint
• No kids
• Own your house
• Live in Rye
• 2 kids
Allstate Renters Commercial 2016 Cadillac CT6 Commercial

6. Current Status of Linear Addressable TV
!
!
2.8MM Addressable TV HHs, 30s/:60s. 56 networks
!
!
12MM Addressable TV HHs, :30s/60s, launching :15s shortly,
data aggregated from over 5MM boxes, over 50 networks
!
!
8MM Addressable TV HHs, :30s/60s, over 78 networks
!
!
19MM Addressable VOD HHs, Estimated 10MM Addressable
HHs
!
10.8MM Addressable TV HHs, Video On Demand and, DAI through
TWC TV app
!
SIZING THE PRIZE
ADDRESSABLE TV REACHES NEARLY 50MM US HOUSEHOLDS WITH A
GROWING AMOUNT OF AVAILABLE INVENTORY

7. MEDIA BUYERS STILL USE THE SAME AGE & DEMO
TARGETING THAT THEY DID IN THE 1950s
ADDRESSABLE TV ALLOWS THEM TO UNLOCK THE
SAME TARGETING CAPABILITIES THAT WE USE
ONLINE
MEDIA MATHS
MINIMIZE WASTE TO REACH
NICHE AUDIENCES EFFICIENTLY

8. FOUR
OPPORTUNITIES FOR
CREATIVE
size, sequence, target, and effectiveness

9. THE SIGHT, SOUND, AND MOTION OF TV MEANS IT’S STILL ONE OF THE BEST CREATIVE CANVASES AND BECAUSE WE CAN
HYPER TARGET NICHE AUDIENCES, IT NO LONGER TAKES $100 MILLION TO BE A SUCCESSFUL TV ADVERTISER
OPPORTUNITY 1
SMALLER BRANDS & BUSINESS UNITS ARE NOW TELEVISION
ADVERTISERS

10. WE CAN EXTEND MESSAGE SEQUENCING FROM TV TO MOBILE DEVICES
OPPORTUNITY 2
SEQUENCE CREATIVE ON TV AND CROSS SCREEN

11. OPPORTUNITY 3
HYPER TARGETING = TAILORED CREATIVE TO EACH AUDIENCE
WE NEED TO CHANGE THE BRIEF TO TEAMS AND SCOPE PRODUCTION BUDGETS TO SHOOT MORE FILM AND TEST MORE VERSIONS

12. OPPORTUNITY 4
TIE TV DIRECTLY TO SALES
HAVING PHONE DATA ON WHO WE DELIVER THE CREATIVE TO MEANS WE CAN TRACK THE USER ALL THE WAY TO A SALE

13. WITH DYNAMIC AD INSERTION, WE CAN SEQUENCE ON TV WITH THE
SAME CAPABILITIES AS DIGITAL VIDEO
WE CAN TELL MORE CONNECTED STORIES AND MOVE BEYOND A
SINGLE :30 SPOT TO COMMUNICATE COMPLEX MESSAGES
AND CROSS-SCREEN ADDRESSABILITY MEANS WE CAN CREATE
INTEGRATED CONTENT ACROSS TV TO MOBILE DEVICES AND BACK AGAIN