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Data + Technology = The Future of Television
TV & Video Insider Summit
Shifting viewership, and advertiser trends support continued
thought and growth of advanced, data-driven TV advertising
LINEAR RATINGS CHALLENGES
Nielsen measured viewing on linear, delayed, and
disabled “ad skip” on VOD continues to decline as
viewing across all devices is rising
OTT/STREAMING & DVR/VOD
Actual viewing declines are mitigated by time spent on
new devices and non-linear media
NETWORK & AD MODEL SHIFTS
Driving new ad models and a push towards audience- index
and addressable advertising
4.5%
of TV ad spend
$2B |
2017
15%
of TV ad spend
$7B |
2020
3.3x
Advanced TV spend:
3
The complexities of the marketplace often cause
reactionary decisions
Sorenson
Using Data to Identify High Value Targets
Combining viewership data with vertical 1st & 3rd party datasets to build smart segmentation
A l w a y s B e g i n B y :
Viewership DATA
HIGH VALUE
AUDIENCE
TARGETS
REACHABLE ON TV
CATEGORY DATA
Smart TV
Advanced TV comes in many tactical flavors, each presenting a unique
contribution to a holistic media initiative
5
60 MM HOUSEHOLDS
[ 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
500MM DEVICES
[ device–level targeting]
extend the reach of addressable
television via device (mobile/tablet)
level addressable
500mm devices mapped to 100mm
households
ability to get true cross channel
attribution
[ programmatic/indexed
television ]
The application of data to television
content to determine the value of the
networks, programs, and dayparts
against segments more granular to
Nielsen. Inventory can be purchased
manually or through one of many
automated platforms
118MM HOUSEHOLDS
[ zone-level insertion ]
ability to leverage first/third party data
to broaden the target by isolating zip
codes and cable zones that over-index
for a brand
beyond the 210 DMAs, there are 2,877
zones that we have the ability to target
individually
2,877 ZONES
Household level addressable
insertion has tremendous value
but is also very fragmented
• 60mm Addressable HHs today
• 70mm Addressable HHs by EOY 2018
• 10 MVPD/Systems and growing
• Subscriber file, device ID, IP and cookie matching
• 30+ technologies
• 100+ data partners
• National network trials (via MVPD inventory)
• 500mm devices, mapped to 100mm HHs – creating
multiple cross channel extensions
The process begins when you identify and target
only the households you want and ignore the rest
the households that are in both the match file
footprint and in the data set are the matched
households - they will receive the
addressable ad
all measurement results are then analyzed
via test vs. control methodology
10% of the target audience is withheld and
purposely not shown the addressable ad
(control)
SHOPPER
hhs purchasing:
dog food, cat litter,
craft beer, soup,
decongestant meds
SET TOP BOX
light/lapsed/heavy
viewers of:
specified programs or
networks
The source of the data is key
better data drives better results
PHARMA
allergy sufferers
birth control users
chronic migraine
sufferers
RX diagnosis data
propensity models
FIRST PARTY
card members
current/prospective
members
1st party client data via double
blind match
PROPENSITY
(demographics,
psychographics,
behavioral)
small business owners
tech enthusiasts
order flowers online
hhs in-market for:
luxury suvs
electric/hybrid
cars
AUTO
Automotive
DMV registration data
3mm 18mm 9mm 15.5mm 5mm
10mm 1.3mm 100mm 5mm
New York DMA
Live insertion
79 DMAs, 800 zones
Primarily VOD, linear
insertion
National footprint
Live insertion
SlingTV extension
National footprint
Live insertion
10 DMAs, Northeast
based markets
Live insertion
49 DMAS, Northeast and
Southwest
VOD, TVE insertion
Access to premium,
digital inventory across
connected TV and display
publishers
Access to broadcast TV
inventory
leverages ACR
technology
Mobile, tablet, cross-
device execution
Application insertion
Access to Fox Network
Group inventory on Hulu
Multiple inventory partners are necessary
to scale ATV
9
Closed loop analysis that aligns with brand’s goals
use 1st or 3rd party transaction data
to measure the lift in sales of
exposed and unexposed households
to show a true ROI
after completion of the campaign, marry
sales data with exposure data to
attribute the impact of addressable
exposure on key sales metrics
including:
• sales lift
• total buy rate
• days to purchase
• optimal frequency
• incremental sales
SALES
LIFT
track site traffic and engagement
through pixel placement on the
Firestone and Bridgestone web-
pages
by placing pixels on specific landing
pages, we can measure the impact of
addressable video on key engagement
metrics such as:
• lift in visitors total visits
• visits by page pixeled
• visits by frequency
• days to first visit from
exposure
WEBSITE
TRAFFIC
determine the influence of ad exposure on
brand favorability and awareness of the
addressable campaign
by recruiting and surveying households in
the FS/BS target, we can measure the
impact of addressable video on key brand
health metrics including:
• ad awareness
• preference
• brand recognition
• consideration
• intent to purchase
BRAND
HEALTH
track volume of visits to
Firestone locations by leveraging
mobile location data mapped to
household IDs
through the use of opt-in mobile
applications, track on-site visitation
at to measure the impact of
addressable video on key visitation
metrics such as:
• total location lift
• incremental location visits
• lift on store visitation
• visitation by ad date
exposure
FOOT
TRAFFIC
one2one PLATFORM
ordering pacing reporting billingplanningaudience
 the one2one team is using the one2one platform as a single solution for all campaign planning and
measurement related to household level/STB advertising
 Later in the year, our customers will be able to use the platform for a variety of advanced tv campaign
management
An end-to-end platform solution is the only way to extract
maximum value at scale
1
Case Study: Automotive
Case Study: Automotive Results 300+ campaigns
Case Study: CPG
Case Study: CPG Results 500+ campaigns
Case Study: Tune-in Results 1,000+ campaigns
Case Study: Tune-in Results 1,000+ campaigns
© 2018 Cadent. All Rights Reserved. | 18
O&O
INVENTORY WORKFLO
W
AUDIENCE PLANNING ORDERING
BILLING REPORTING PACING
MEASUREMENT
VERTICAL CATEGORY
BROADCAST
GROUPS
MULTICHANNEL VIDEO
PROGRAMMING DISTRIBUTORS
NETWORK
GROUPS
DATA
An end-to-end platform solution is the only way to extract
maximum value at scale
19
One2one & Cadent is an advanced TV platform company simplifying
data-driven brand advertising by bringing together audiences and data.
275
employees
300+
national
advertisers
NEW YORK
65%
annual revenue
growth since
2015
100%
US addressable
household
reach
LONDON CHICAGO LOS ANGELES SAN JOSE MANCHESTER

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Data, Technology, Television

  • 1. Data + Technology = The Future of Television TV & Video Insider Summit
  • 2. Shifting viewership, and advertiser trends support continued thought and growth of advanced, data-driven TV advertising LINEAR RATINGS CHALLENGES Nielsen measured viewing on linear, delayed, and disabled “ad skip” on VOD continues to decline as viewing across all devices is rising OTT/STREAMING & DVR/VOD Actual viewing declines are mitigated by time spent on new devices and non-linear media NETWORK & AD MODEL SHIFTS Driving new ad models and a push towards audience- index and addressable advertising 4.5% of TV ad spend $2B | 2017 15% of TV ad spend $7B | 2020 3.3x Advanced TV spend:
  • 3. 3 The complexities of the marketplace often cause reactionary decisions
  • 4. Sorenson Using Data to Identify High Value Targets Combining viewership data with vertical 1st & 3rd party datasets to build smart segmentation A l w a y s B e g i n B y : Viewership DATA HIGH VALUE AUDIENCE TARGETS REACHABLE ON TV CATEGORY DATA Smart TV
  • 5. Advanced TV comes in many tactical flavors, each presenting a unique contribution to a holistic media initiative 5 60 MM HOUSEHOLDS [ 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 500MM DEVICES [ device–level targeting] extend the reach of addressable television via device (mobile/tablet) level addressable 500mm devices mapped to 100mm households ability to get true cross channel attribution [ programmatic/indexed television ] The application of data to television content to determine the value of the networks, programs, and dayparts against segments more granular to Nielsen. Inventory can be purchased manually or through one of many automated platforms 118MM HOUSEHOLDS [ zone-level insertion ] ability to leverage first/third party data to broaden the target by isolating zip codes and cable zones that over-index for a brand beyond the 210 DMAs, there are 2,877 zones that we have the ability to target individually 2,877 ZONES
  • 6. Household level addressable insertion has tremendous value but is also very fragmented • 60mm Addressable HHs today • 70mm Addressable HHs by EOY 2018 • 10 MVPD/Systems and growing • Subscriber file, device ID, IP and cookie matching • 30+ technologies • 100+ data partners • National network trials (via MVPD inventory) • 500mm devices, mapped to 100mm HHs – creating multiple cross channel extensions
  • 7. The process begins when you identify and target only the households you want and ignore the rest the households that are in both the match file footprint and in the data set are the matched households - they will receive the addressable ad all measurement results are then analyzed via test vs. control methodology 10% of the target audience is withheld and purposely not shown the addressable ad (control)
  • 8. SHOPPER hhs purchasing: dog food, cat litter, craft beer, soup, decongestant meds SET TOP BOX light/lapsed/heavy viewers of: specified programs or networks The source of the data is key better data drives better results PHARMA allergy sufferers birth control users chronic migraine sufferers RX diagnosis data propensity models FIRST PARTY card members current/prospective members 1st party client data via double blind match PROPENSITY (demographics, psychographics, behavioral) small business owners tech enthusiasts order flowers online hhs in-market for: luxury suvs electric/hybrid cars AUTO Automotive DMV registration data
  • 9. 3mm 18mm 9mm 15.5mm 5mm 10mm 1.3mm 100mm 5mm New York DMA Live insertion 79 DMAs, 800 zones Primarily VOD, linear insertion National footprint Live insertion SlingTV extension National footprint Live insertion 10 DMAs, Northeast based markets Live insertion 49 DMAS, Northeast and Southwest VOD, TVE insertion Access to premium, digital inventory across connected TV and display publishers Access to broadcast TV inventory leverages ACR technology Mobile, tablet, cross- device execution Application insertion Access to Fox Network Group inventory on Hulu Multiple inventory partners are necessary to scale ATV 9
  • 10. Closed loop analysis that aligns with brand’s goals use 1st or 3rd party transaction data to measure the lift in sales of exposed and unexposed households to show a true ROI after completion of the campaign, marry sales data with exposure data to attribute the impact of addressable exposure on key sales metrics including: • sales lift • total buy rate • days to purchase • optimal frequency • incremental sales SALES LIFT track site traffic and engagement through pixel placement on the Firestone and Bridgestone web- pages by placing pixels on specific landing pages, we can measure the impact of addressable video on key engagement metrics such as: • lift in visitors total visits • visits by page pixeled • visits by frequency • days to first visit from exposure WEBSITE TRAFFIC determine the influence of ad exposure on brand favorability and awareness of the addressable campaign by recruiting and surveying households in the FS/BS target, we can measure the impact of addressable video on key brand health metrics including: • ad awareness • preference • brand recognition • consideration • intent to purchase BRAND HEALTH track volume of visits to Firestone locations by leveraging mobile location data mapped to household IDs through the use of opt-in mobile applications, track on-site visitation at to measure the impact of addressable video on key visitation metrics such as: • total location lift • incremental location visits • lift on store visitation • visitation by ad date exposure FOOT TRAFFIC
  • 11. one2one PLATFORM ordering pacing reporting billingplanningaudience  the one2one team is using the one2one platform as a single solution for all campaign planning and measurement related to household level/STB advertising  Later in the year, our customers will be able to use the platform for a variety of advanced tv campaign management An end-to-end platform solution is the only way to extract maximum value at scale 1
  • 13. Case Study: Automotive Results 300+ campaigns
  • 15. Case Study: CPG Results 500+ campaigns
  • 16. Case Study: Tune-in Results 1,000+ campaigns
  • 17. Case Study: Tune-in Results 1,000+ campaigns
  • 18. © 2018 Cadent. All Rights Reserved. | 18 O&O INVENTORY WORKFLO W AUDIENCE PLANNING ORDERING BILLING REPORTING PACING MEASUREMENT VERTICAL CATEGORY BROADCAST GROUPS MULTICHANNEL VIDEO PROGRAMMING DISTRIBUTORS NETWORK GROUPS DATA An end-to-end platform solution is the only way to extract maximum value at scale
  • 19. 19 One2one & Cadent is an advanced TV platform company simplifying data-driven brand advertising by bringing together audiences and data. 275 employees 300+ national advertisers NEW YORK 65% annual revenue growth since 2015 100% US addressable household reach LONDON CHICAGO LOS ANGELES SAN JOSE MANCHESTER

Editor's Notes

  1. Once you aggreate that inventory...you need to get a high value audience We’re able to aggregate the data sets and the subscriber files Feedback: Make sure that there is a separation between subcriber files and data sets One comes from MVPDs and from Subscriber
  2. Let me tell you why that’s special...No one else can build a national network like we can... Inventory on the left side – maybe different section MVPD, broadcast, network Platform middle Data on the right Use a funnel // quadrant “You start with all this inventory”, it goes through the platform, then we’ve got all this data Two pizza slices tip to tip then you have the Cadent platform piece tieing it all together