Digiday Future of TV Summit | Modi Media

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The document discusses advanced television advertising which leverages data to target audiences beyond traditional demographics. It notes that linear TV ratings are declining as viewership shifts to over-the-top platforms. Advanced TV uses first and third party data to better identify target audiences, deliver personalized ads, and measure campaign effectiveness. Examples of data sources include shopper data, automotive records, credit card transactions, and healthcare diagnoses. The document provides examples of how advanced TV can deliver ads to specific addressable households or audiences viewing on connected TVs. It also shows how advanced TV allows for unique attribution measurement like sales lift analysis.

DATA. TECHNOLOGY. TELEVISION.
IDENTIFICATION, DELIVERY AND MEASUREMENT IN ADVANCED
TV

1. Decline in Linear Ratings
2. Growth in OTT platforms/content distributers
3. Video consumption continues to increase
Trends support continued thought and growth of
Advanced TV Advertising
Today’s Media Landscape
A fragmented media environment makes it increasingly more difficult to find
the right TV viewer at the right time.
2

3
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
Advanced TV – Setting the definition
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
Traditional TV – Linear spots purchased on
demo, network and daypart
Advanced TV – Using data to inform
television buys beyond traditional demo,
network and daypart

Big Picture – Advanced TV is here at scale
~67M
Addressable
Households
~89M
Connected TV
Households
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
4

STEP BY STEP…HOW DO I BUY
“ADVANCED TV”?

©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
6
Better data yields
better results in TV
Advanced TV leverages first and/or third
party data to enhance targeting and
communication in television
Identify the target audience
Deliver the message to the audience
Measure the campaign impact on the target
audience
6

HHs Purchasing:
Dog Food
Lunchmeat
Decongestant/OTC
Cosmetics
SHOPPER
Attributes, activities
life stages & demos:
Small Business
Owners
Tech Enthusiasts
Order Flowers Online
SEGMENTATION PHARMA
Health conditions,
diagnosis & treatment
data, DTC:
Allergy Sufferers
Birth Control Users
Chronic Migraine
Sufferers
AUTO
Car ownership (lease)
DMV registration
data:
HHs in-market
Luxury SUVs
Electric/Hybrid Cars
Consumer foot traffic
& visitation:
Visited QSR between 6-
9am, visited home-
furnishings store
PLACE BASED
HH Spending via
electronic transactions:
Specified retail
stores/restaurants both
online & offline, Light
,Lapsed, Heavy, Med.
CREDIT CARD
Shopcom
Nielsen Catalina
IRI
Experian
Acxiom
MRI/Simmons
IQVIA or Crossix
Rx Diagnosis Data
Propensity Models
Experian Auto
Polk
DMV Registration
Data
Place IQ
Placed
Ninth Decimal
Factual
Shopcom
Argus/Nielsen
Visa/Mastercard
Epsilon
Current Customer Base:
Card Members
Current/Prospective
Members
CRM database
FIRST PARTY
1st Party Client Data
Experian or Acxiom
Identify | The source of the Data is Key
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
7 7

8
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
Deliver|Demo/Daypart vs Addressable
ADDRESSABLE
Frequent Renters and Fans of Horror Films
DEMO/DAYPART
Males 18-44

9
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
Deliver |Contextual vs Audience -- CTV
AUDIENCE
Frequent Renters and Fans of Horror Films
CONTEXTUAL
Males 18-44
ACR Technology
Automatic Content Recognition

Financial| Online Investment Company
$704K
Incremental Account
Investments
Objective
Generate Business for Online Investment
Company through 1:1 Household and
Device Addressable
1
Target
Existing Customers of the Online
Investment Company
2
Attribution
Sales Lift Analysis
(via First Party Data/IXI)
3
+275%
Total Lift in Conversion
Comparing Exposed to Non-Exposed
147
Incremental Accounts
Opened
Conversion Rate: Accounts Opened / Targeted HHs: Compares the equivalized rates between two matched groups
Incremental Accounts Opened: Test HH Accounts Opened – (Control Buy Rate * Test HHs)
Incremental AUM: Derived from median amount invested under each opened account per unique platform
12

Interactive Creative Example – VOLVO
©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM
14

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Amazon has a 47% share of the US ecommerce market compared to 14.5% for the next three competitors combined. Consumer goods leaders see Amazon as a critical threat and 68% believe consumers are more loyal to Amazon than their own brands. The document seeks to debunk common myths about investing and advertising on Amazon, noting that the right approach depends on short and long-term goals, requires understanding multiple metrics and the whole business model, and that Amazon reviews and custom creative are important factors for success on the platform.

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This document provides 3 predictions to guide Amazon advertising strategy in 2020 from Perpetua, an Amazon advertising company. Prediction 1 is that opportunities will open up for richer creative content on Amazon Ads like sponsored brand video. Prediction 2 is that demand for Amazon DSP advertising will grow for its custom targeting abilities, while attribution features will also become more important. Prediction 3 is that success metrics will acknowledge organic sales and total sales, not just attributed metrics, to better reflect business health. Perpetua positions itself as an expert able to help with sponsored brand campaigns, DSP management, and advanced analytics.

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The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.

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This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.

Amazon Strategies January 2019 | iCrossing

Digiday

This document provides an introduction to advertising on Amazon. It discusses different types of advertising options on Amazon including paid media like banners and search ads, earned media like reviews, and merchandising strategies. It highlights key differences between Amazon's Sponsored Ads and Amazon DSP programs, and provides tips on setting goals and leveraging placement, audience, creative assets, and messaging to align ad campaigns with goals. It also discusses measurement metrics to track return on investment and effectiveness of Amazon advertising.

Amazon Strategies January 2019 | Dash Hudson

Digiday

This document summarizes Dash Hudson's visual marketing platform, which allows brands to predict creative performance, distribute content across channels, and measure and improve photo and video engagement. It focuses on helping brands leverage existing high-quality creative by bringing it to new audiences and channels to increase traffic and revenue. Dash Hudson's AI tool called Vision can analyze content to understand what performs best for a brand and provide recommendations. It has helped brands like Kendra Scott and REVOLVE increase their return on ad spend by 48% and 70% respectively by using Vision-recommended creative.

Amazon Strategies January 2019 | Direct Agents & Carhartt

Digiday

This document provides information about Direct Agents, an Amazon management agency. It discusses how Direct Agents helps build and transform brands through media, strategy, analytics, and creative services. Direct Agents provides a full suite of Amazon services including new product launches, product and account management, organic ranking optimization, paid media management, promotions, and measurement. The document also provides background on speakers Suzanne Perry from Carhartt and Daniel Owen from Direct Agents.

Amazon Strategies January 2019 | WellPath

Digiday

The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.

Amazon Strategies January 2019 | Tinuiti

Digiday

This document discusses Amazon as a full-funnel marketing solution. It covers three main topics: 1) Sponsored ads advertising is becoming more competitive and important. Strategic harvesting of product IDs (ASINs) through sponsored product campaigns can help target new products. 2) Re-engaging high-intent audiences by adopting and investing in Amazon DSP to target customers at different stages of the purchasing funnel. This includes remarketing to those who viewed but didn't buy products. 3) Key takeaways around adoption, investment, and optimization of Amazon advertising. Brands should adopt new ad products like DSP and invest appropriately to optimize performance over time as Amazon continues changing.

Amazon Strategies January 2019 | Belkin

Digiday

Belkin utilizes data from sources like search terms, conversion rates, and reviews to inform product development and marketing strategies aimed at conquering new categories and defending market share positions. They focus on providing the best products at competitive price points while maintaining a commitment to customer and consumer value. Belkin also protects its brand across marketplaces and evaluates consumer preferred platforms to engage with customers and generate new growth opportunities.

Amazon Strategies January 2019 | Stella Rising

Digiday

The document discusses research from Stella Rising on consumer beauty shopping behavior, particularly on Amazon. It finds that Amazon is the top starting point for many consumers' digital shopping searches. The majority of beauty discovery now happens online, especially on Amazon, Instagram, and YouTube. Convenience is the top reason consumers choose Amazon, citing fast shipping and the ability to shop anytime. When researching products on Amazon, consumers primarily search by brand or category name. Reviews, descriptions, and images are most important for influencing purchase decisions.

Amazon Strategies January 2019 | Moroccanoil

Digiday

This document provides tips for luxury brands on Amazon to create a premium customer experience. It recommends that luxury brands own their brand by controlling the product title, price, seller information, and description. It also suggests elevating product pages with high-quality images and video, expanded specifications, and reviews. Brand stores should have a clear brand identity, premium visuals and copy, and highlight best sellers to build the brand image and differentiate the luxury experience on Amazon.

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1. DATA. TECHNOLOGY. TELEVISION. IDENTIFICATION, DELIVERY AND MEASUREMENT IN ADVANCED TV

2. 1. Decline in Linear Ratings 2. Growth in OTT platforms/content distributers 3. Video consumption continues to increase Trends support continued thought and growth of Advanced TV Advertising Today’s Media Landscape A fragmented media environment makes it increasingly more difficult to find the right TV viewer at the right time. 2

3. 3 ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM Advanced TV – Setting the definition ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM Traditional TV – Linear spots purchased on demo, network and daypart Advanced TV – Using data to inform television buys beyond traditional demo, network and daypart

4. Big Picture – Advanced TV is here at scale ~67M Addressable Households ~89M Connected TV Households ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM 4

5. STEP BY STEP…HOW DO I BUY “ADVANCED TV”?

6. ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM 6 Better data yields better results in TV Advanced TV leverages first and/or third party data to enhance targeting and communication in television Identify the target audience Deliver the message to the audience Measure the campaign impact on the target audience 6

7. HHs Purchasing: Dog Food Lunchmeat Decongestant/OTC Cosmetics SHOPPER Attributes, activities life stages & demos: Small Business Owners Tech Enthusiasts Order Flowers Online SEGMENTATION PHARMA Health conditions, diagnosis & treatment data, DTC: Allergy Sufferers Birth Control Users Chronic Migraine Sufferers AUTO Car ownership (lease) DMV registration data: HHs in-market Luxury SUVs Electric/Hybrid Cars Consumer foot traffic & visitation: Visited QSR between 6- 9am, visited home- furnishings store PLACE BASED HH Spending via electronic transactions: Specified retail stores/restaurants both online & offline, Light ,Lapsed, Heavy, Med. CREDIT CARD Shopcom Nielsen Catalina IRI Experian Acxiom MRI/Simmons IQVIA or Crossix Rx Diagnosis Data Propensity Models Experian Auto Polk DMV Registration Data Place IQ Placed Ninth Decimal Factual Shopcom Argus/Nielsen Visa/Mastercard Epsilon Current Customer Base: Card Members Current/Prospective Members CRM database FIRST PARTY 1st Party Client Data Experian or Acxiom Identify | The source of the Data is Key ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM 7 7

8. 8 ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM Deliver|Demo/Daypart vs Addressable ADDRESSABLE Frequent Renters and Fans of Horror Films DEMO/DAYPART Males 18-44

9. 9 ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM Deliver |Contextual vs Audience -- CTV AUDIENCE Frequent Renters and Fans of Horror Films CONTEXTUAL Males 18-44 ACR Technology Automatic Content Recognition

10. MEASURE | MAKING TV MORE ACCOUNTABLE In addition to standard media delivery, Advanced TV allows for unique, ad-attributed measurement solutions sales liftweb traffic foot traffic brand health Measure | Making TV more Accountable ©2019 MODI Media Intellectual Property. All rights reserved. Proprietary information of MODI Media, GroupM 10 10

11. SOUNDS GOOD, GIVE ME EXAMPLES

12. Financial| Online Investment Company $704K Incremental Account Investments Objective Generate Business for Online Investment Company through 1:1 Household and Device Addressable 1 Target Existing Customers of the Online Investment Company 2 Attribution Sales Lift Analysis (via First Party Data/IXI) 3 +275% Total Lift in Conversion Comparing Exposed to Non-Exposed 147 Incremental Accounts Opened Conversion Rate: Accounts Opened / Targeted HHs: Compares the equivalized rates between two matched groups Incremental Accounts Opened: Test HH Accounts Opened – (Control Buy Rate * Test HHs) Incremental AUM: Derived from median amount invested under each opened account per unique platform 12

13. NOW SHOW ME SOME COOL CREATIVE

15. THANK YOU!

Digiday Future of TV Summit | Modi Media

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